The beer biz never sleeps at American Craft Beer. And here’s just some of what’s been happening in the beer world while you were enjoying the weekend.

The Real Reason Gen Z Is Drinking Less

“Ask an industry executive why Gen Z is drinking less and you’re likely to hear the usual generalizations,’’ according to the Drinks Business. “They care about health,” or “They want premium experiences.”

But according to  Bourcard Nesin, senior beverage analyst at Rabobank, the real reason Gen Z (individuals born roughly between 1997 and 2012) is they have less money than other generations. And what money they have they are not spending it on alcohol. “Gen Z ain’t got no money,” Nesin writes – at least that is what the data in its report shows.

Nesin drills down into addition=al factors why Gen Z consumers are drinking less, a big one being that a majority of the under-25 segment is made up of women, and generally women drink less alcohol that men.

“Knowing that Gen Z is drinking less is far less important than knowing why Gen Z is drinking less,” Nesin added, “and which members of Gen Z are drinking less.”

Words to Drink By

“24 hours in a day, 24 beers in a case. Coincidence?” – Stephen Wright American stand-up comedian, actor, and writer

Cinco de Mayo Beer Sales Decline

Cinco de Mayo, an annual celebration held on May 5 to celebrate Mexico’s victory over the Second French Empire at the Battle of Puebla in 1862, is a bigger drinking holiday in the US than it is in Mexico. But this year, which fell on a Monday this year, alcohol sales were in the UA were significantly down.

The transformation of Cinco de Mayo into a major beer-drinking holiday north of the border has been attributed to aggressive marketing campaigns by big beer companies starting in the 1980s.

In 2013, over $600 million worth of beer was sold during Cinco de Mayo, exceeding sales for both St. Patrick’s Day and the Super Bowl . By 2022, beer volume sales during the week of Cinco de Mayo were 8% higher compared to an average week, with commercial sales up by 12%

But according to BeerBoard a technology provider for the hospitality biz, that oversees more than $1 billion in on-premise alcohol sales through its platform, and produces a ton of data for breweries and bar owners to analyze, Cinco de Mayo business was down this year.

Overall alcohol sales declined -7.3% year-over-year across on-premise locations that include venues like bars & restaurants. Draft beer held relatively steady with only a -1.6% decline on Cinco de Mayo. So there’s that…

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