Will the alcohol industry recover by 2030?

Not in volume. I forecast global alcohol volumes land 10 to 15% below peak by 2030 and never return, while revenue still grows from $1.8 trillion to about $2.2 trillion on price increases, premium bottles, and 0.0 drinks, the fastest growing category in the house. Gen Z drinks less than any generation before it, and the world's 50 largest listed beer, wine, and spirits companies already lost $830 billion in market value since 2021. Diageo, Pernod Ricard, and Heineken sell less alcohol for more money, or they get swiped out of Gen Z's life in a nanosecond.