"For all the noise surrounding alcohol today, one fact rarely enters the conversation: societies with moderate, responsible drinking habits consistently outperform economically. Across OECD economies, decades of analysis confirm this link, showing that responsible consumption supports higher productivity and more resilient growth. This isn't just a lifestyle trend - it's a shift in the fundamentals of growth. Gen Z is drinking differently, Dry January participation continues to rise, and employers are increasingly focused on performance, wellbeing, and sustainable productivity."
"At the same time, global conditions are changing. Demographic shifts, rising health awareness, and evolving consumer expectations are altering the way societies engage with alcohol. The question today is not only how much people drink, but how drinking patterns influence labor markets, healthcare budgets, consumer behavior, and business innovation. In short, moderation has become more than a public health issue - it's now a lever for economic competitiveness."
Societies with moderate, responsible drinking habits consistently show stronger economic performance, with responsible consumption linked to higher productivity and resilient growth. Cultural shifts—Gen Z drinking differently, rising Dry January participation, and employer focus on performance and wellbeing—are embedding moderation into business strategy. Demographic change, health awareness, and evolving consumer expectations are reshaping how alcohol affects labor markets, healthcare costs, consumer behavior, and innovation. Industry dynamics are shifting from volume to value: global spending can rise even as volumes soften, emerging markets drive profits, and no‑alcohol and premium categories create new economic opportunities and jobs.
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