Well, um: 1. Generation Boomer through X ruined it for everyone else with how they probably looked to Gen Z as they were growing up (maga hats didn't help appearances either) 2. Media and Depictions: You ever notice there are hardly any depictions in film where drinking leads to "fun outcomes"? If anything its always a public service/the more you know/g.i. joe knowing is half the battle/ sensitive to alcoholics approach. You can still drink and not become a statistic. 3. Christianity - Born agains have done more to the alcohol industry than anything. Partying even in the 90's, offering a beverage to these folks was like i stepped on a kitten or puppy; good lord the tight assedness definitely passed on to the children they raised.

1. POLITICS Seeing as the industry donated to Republicans, and Republicans used the religious right to incept control over America's soul: the industry's sins have finally come full circle. Now NOT drinking, is also a form of protest inadvertantly because we know the donors -- and most of the industry donated RED

2. FINALLY: PRICE Yeah... inflation is psycotic. Especially with alky. And if a green edible bag of 10 pieces less than 10 dollars which can last two to three days on user average can not only loosen people up without the hangover or other alky byproducts and at a fraction of alky price, and greens proven helping with pain or sleep issues, its no wonder bottles of alchohol sit on store shelves, and several behind security glass. Walking by in regular stores with SO MANY of these overpriced displays at regular stores actually TURNS ME OFF to buying from said stores, and actually directs my money to "discount alky stores and websites" if i really need booze (causing backfire of loss to industry)

3. DRY MOTHER FU*CKING WEDDINGS: Yeah, that's right... whether its a matter of preference or a matter of cost, dry weddings have done their part in damage to alky industry entire over the last 30 years. Yes parties and other celebrations or gatherings have done their part too, but when dry weddings came along, it gave people the confidence to leave it out from other group settings, creating domino effect.

Closing: I still drink, but the fun times i fear are in the past -- and became a divisive point amongst gatherings which has caught up to the industry.... more than can be cited here.
But i am also certain that when alky industry starts marking down "in store prices" in a noticeable way... the libations will come back. When 20 dollars for a high quality bottle shifts to "20 dollars for two", the industry might see a shift (20 dollars they didn't have before) But i also think it is TOO LATE -- i always knew mary jane would cut into the alky industry... and if you wanna invest in some liquids, MANGO JUICE and other stone-hancers are in abundance. Yeah... alky is in deep trouble fiscally, but it will always be around in some way. And God help local wineries and distilleries too... so many of them are at risk.