This Is the Worst Year for Beer in the Past 25 Years: Report

• US beer shipments are expected to hit a quarter-century low this year, the WSJ reports.
• Many Americans are turning to other alcoholic drinks; some younger adults forgo alcohol entirely.
• There was also a call to boycott Bud Light earlier this year over its deal with a trans influencer.

The beer industry looks like it’s ale-ing right now, recent data suggests.

US beer shipments are expected to fall to their lowest level in 25 years by the end of 2023 — after dropping more than 5% in the first three quarters of the year, according to data from Beer Marketer’s Insights, which tracks the beer and beverage industries. The Wall Street Journal earlier reported on the data.

The beer industry saw turmoil this year when some conservatives and anti-LGBTQ+ activists called for a boycott of Bud Light after the company partnered with trans influencer Dylan Mulvaney for a social media promotion in April.

Following the uproar, the marketing executive behind the Bud Light partnership took a leave of absence. Bud Light sales also took a hit, falling 17% the week of April 15 from the same week last year.

Bud Light subsequently lost its crown for best-selling beer brand in the US to Modelo Especial.

But it’s not just Bud Light that’s had a difficult time of it this year: Americans have been turning their attention away from beer before the controversy exploded. The hard seltzer craze a few years back popularized drinks like White Claw and Truly.

And some Americans are also shunning alcohol more broadly.

Members of Gen Z, for example, drink less than other generations.

A 2021 Gallup poll found that 6o% of people ages 18 to 34 reported drinking alcohol, compared to 70% of people ages 35 to 54.

The survey also found people across all ages were drinking less, averaging 3.6 drinks a week, vs. 4 in 2019 and 5.1 in 2003.