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[Decline In Alcohol Consumption Among Young American Adults: Trends And Explanations] According To Recent Surveys, Young American Adults, Particularly Millennials And Gen Z, Are Consuming Less Alcohol. IWSR Data Shows That Half Of Millennials And 60% Of Gen Z Abstained From Alcohol For At Least A Week In A Six-month Period In 2024. While Brown-forman's CEO Lawson Whiting Attributes This To Economic Pressures, Athletic Brewery's CEO Bill Shufelt Points To Increased Health Awareness And More Non-alcoholic Options. Morgan Stanley Analysts Downgraded Brown-forman's Shares Due To These Demographic And Health Trends. Anheuser-busch Inbev CEO Michel Doukeris Believes COVID-19 Is The Reason.
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