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Perhaps one of the most formidable competitors wine faces today is cannabis. Over the past thirty years, marijuana consumption has surged, with reports indicating that daily users of marijuana now outnumber those who drink alcohol daily. For younger consumers, cannabis presents a more appealing and socially accepted option.
4. Economic Pressure
Inflation and rising living costs have disproportionately affected younger consumers, leading many to seek more affordable alternatives. Wine can be an expensive indulgence, often priced at a premium in restaurants, making beer or mixed drinks more attractive options.