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As the older generations age, their capacity and desire to consume wine have diminished. Baby boomers are increasingly unable to indulge in alcohol due to health-related issues, while millennials—having embraced a lifestyle focused on health and individuality—are shifting their drinking habits.
2. Social Media Influence
The rise of social media has transformed how alcohol consumption is perceived. Information shared on social platforms now criticizes alcohol's health effects, shifting public sentiment. In a troubling statistic, the percentage of people who believe any alcohol consumption is detrimental to health has increased from 22% in 2005 to 39% in 2023.