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GEN Z DRINKS LESS. BIG ALCOHOL LOST $830 BILLION. RECOVERY?→
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How much money has Big Alcohol lost?
The 50 largest listed beer, wine, and spirits companies lost $830 billion in market value since 2021, down 46%. Diageo, Pernod Ricard, and Rémy Cointreau trade at decade lows, and Kweichow Moutai is down over 40%. The sellers call it a dip. The tape calls it a verdict. My Alcohol Economy card predicted the fall and dates the recovery: 2030, on price and premium bottles, never on volume. Gen Z sentenced Big Alcohol, and the dictators do not negotiate.
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