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Even if 60% can't drink, it looks like a big drop off. If every one in genZ could legally drink, assuming they drink in similar amounts to their older half, it'd be about $7.5B.

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Typically consumption goes up over time, and also don't forget that 10% of drinkers account for 90% of sales. Betcha bucks that the exponent hasn't hit once the Zalcoholics find a groove.

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Worth considering young people don't have that much money to blow on booze. We need to wait more years to see if the trend continues.

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