If you are a beer admirer like me, you wouldn’t be pleased to know what’s happening in the world right now. But because you are a beer admirer like me, you need to know your enemies.
Worldwide surveys have established that Generation Z (children born between 1995 and 2015) are not contributing to the beer industry. And the reason for this erratic behaviour is the rising ‘healthy’ attitude amongst this generation. Listen to this, these people are not drinking beer because of the calories each pint contains!
So this generation is infuriatingly okay with eating tide pods, downing a bottle of neat vodka in one sitting and living on canned food but has a problem with our delicious beer?!
To support my argument here, I have been in the company of annoying vodka-drinkers who party on a vodka diet to live within the limited calorie budget assigned by their fitness guru that day.
And to be honest, to each his own. But it becomes an issue for me when these actions have a negative impact on the beer industry! I live on beer, and so many like me exist on this planet. I fear for us, brethren!
Companies like Heineken and Budweiser have already introduced low-calorie beer to please this freaky generation. More companies are following suit, with the recent market introductions of low-cal seltzers.
It’s not just beer that’s being threatened but wine as well. I tell you, this generation has no respect for the wiser us! If my children ever opt for vodka over beer or wine, I will take it upon me to announce that I have failed as a parent.
