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Alcohol Industry Loses $830 Billion as Gen Z Ditches Drinks
February 22, 2026
Recent market analysis estimates that the global alcoholic beverage industry has lost approximately Ksh 124 trillion in market value between 2021 and 2025. This decline has been widely linked to changing consumption patterns, especially among younger consumers like Generation Z. Industry trackers attribute this slump to a broad shift in social habits, with Gen Z prioritising health,
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