>>81797063
>the smallest generation alive is somehow effecting a market that's primary consumers where Baby Boomers followed far behind with Gen X

There was 45 years of antidrug drug campaigns that included beer, people are well aware how much of a Faustian bargain it is to drink compared to most other drug uses. It's in a permanent decline because no one wants to escape from reality or relax by drinking bad tasting piss water that's going to make you do shit you normally wouldn't.