The pursuit of a healthier lifestyle among the young is now a trend, rather than a fad. Demand for alcohol is slumping as a result
When police in Denver raided a bar, they found the local congressman, the mayor and the sheriff having a drink.
The alcohol industry’s primary customers today are middle-aged and older adults. In some rich countries they are drinking more than previous generations did at their age. Alcohol is carcinogenic even in small amounts, but most people do not know that. So tobacco-style warnings on alcohol labels are being talked about by public-health policy wonks.
At the same time, the alcohol industry is following in the footsteps of the tobacco industry and looking for new customers elsewhere. The top ten fastest-growing markets for alcohol are all emerging economies, mostly in Africa and Asia.
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