#BS: Big Bev vs. Cancer

That's cancer in your decanter 🤦🏾‍♂️

I know. I hate to hear it too. But it’s not new news; according to NYT, a quarter of nations worldwide already have health risk labels on alcohol.

And if I'm being honest, I'd heard it before the US surgeon general’s report (TLDR: alcohol is the third leading preventable cause of cancer in the U.S., behind tobacco and obesity).

Between this news and the growing adoption of more intentional living, I suspect there will be a continued decline in alcohol consumption—mirroring what happened with cigs—if we’re to trust the downward trending numbers* [check th↓s quick+dirty analysis from ChatGPT; I asked for a decade-by-decade breakdown over the past 100 years with overlayed charts].

And Big Bev is responding. Has been.

In the last 10~ years, you might have noticed the proliferation of zero-proof beers, wines, liquors and cocktails (I’m still mad White Claw didn’t name it “No Claw” 🙄 #missedopp)

Plus, all the other titillating new stuff from brands like TOST Beverages and Cann. Admittedly, my partner and I love these two specifically. They each serve totally different needs and occasions—but they’re both ridiculously delicious and perfect subs if you’re not feeling boozy (yup, that's your Dry Jan reco you didn't ask for).

#BrandlySpeaking, I think the next decade will be an especially interesting time in beverage innovation and marketing. Futurist folks, whaddayathink?