I was reading this IWSR report over lukewarm coffee in Oakland. Beverage alcohol volumes fell again in 2025 — down for the second year running.
They say it’s a ‘major reset’. Not a crash. Not a blip. A reset. Like your phone when you forget the password and lose all your photos of that one sunset in Chiang Mai.
People aren’t drinking less because they’ve found God or gone vegan. They’re just… elsewhere. Watching less TV, working more gigs, raising kids on less, or sitting quietly with a cup of tea that actually tastes like tea.
