Gen Z isn't stopping their drinking, it's gone down a bit in percentage. The alcohol companies aren't making as much money and it's not going up, so they're worried. Boo hoo corporations. Did any of these wineries/breweries really not have money to start with? Besides, it could just as easily go up if they start living a decent life monetarily and the econom & politics weren't fucked.

From 1997 to 2023, at least 60% of Americans reported drinking alcohol. The figure fell to 62% in 2023 and to 58% in 2024, before reaching 54% today. Prior to the most recent poll, the rate has been under 60% fewer than 10 times, including 58% in the initial 1939 poll and a one-time low of 55% recorded in 1958. The highs of 68% to 71% were all recorded between 1974 and 1981.

https://news.gallup.com/poll/693362/drinking-rate-new-low-alcohol-concerns-surge.aspx