Alcohol consumption is shifting, not shrinking

Great piece in The Economist this week on the 'death of drinking' or *spoiler alert* lack thereof.

Despite the rise of the “sober-curious” movement and headlines about Gen Z drinking less, the global booze industry is far from drying up. Sales remain strong, powered by emerging markets, premiumisation, and innovation across formats.

While younger consumers in mature economies may be drinking less, new middle classes in countries like India, Brazil, and Nigeria are driving growth and shaping the next chapter of global demand.

AB InBev’s CEO recently pointed out that “consumption is shifting, not shrinking,” reflecting how global drinking culture is evolving rather than disappearing. Part of this resilience comes from the post-COVID lag. Many younger consumers are still a few years behind in their behaviour, making up for lost social experiences and returning to old habits with renewed enthusiasm, even if they’re drinking more selectively or socially.

For brands, this represents transformation, not decline. The opportunity lies in understanding how and where people are drinking, not assuming the end of alcohol culture. At Stir, we see this as an evolution: a more diverse, dynamic, and intentional global market for beverages.