A first-of-its-kind 10-year forecast by alcohol market analysis firm IWSR reveals a significant and lasting replacement of the alcohol norm: global alcohol consumption is set to steadily shrink over the next decade.
Driven by rising health awareness, changing youth lifestyles, and even the popularity of weight-loss medications, traditional high alcohol consumption countries such as the US, UK, and China are seeing alcohol demand plummet.
While Big Alcohol corporations are panicking over shrinking valuations, deploying ever more aggressive tactics, people and communities affected by alcohol harms see an unprecedented opportunity for health promotion and the creation of healthier and more inclusive social norms.
