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The mention of generations not drinking just seems like the standard nonsense you see on stuff like this where businesses want any excuse but the price of the end product.

A lot of places in the world are going through huge increases in cost of living, their choice of alcohol is going to be a cheaper buzz as a result, not expensive ‘prestige’ alcohols

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Consumption of cheap alcohol is going down too and we can see the same trend among young people even in countries experiencing decreases in CoL.

My pet explanation is the transition to a knowledge-based economy. You might be ok laying bricks or pulling levers while nursing a slight hangover, but you can't stare into a screen or keep hold of a complex coding flow.

Maybe the AI revolution will "help" in that area too...

They’re separate things though. While there might be a decline generally in alcohol consumption, that doesn’t mean it’s specifically why they can’t sell the wine. Of the reduced amount of alcohol being sold, the % going to wine will be even smaller because it is more expensive

Wine is or can be near the bottom in terms of doller per alcohol. It's just become a bit old fashioned.

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