U.S. alcohol consumption is slowing as health‑focused trends reshape drinking habits. MichaelAaron Flicker highlights the rise of sober curiosity and “zebra striping,” reflected in earnings pressure at Brown‑Forman and Diageo (DEO). While U.S. sales face economic headwinds, Flicker notes that global demand, ready‑to‑drink products, and non‑alcoholic options are helping sustain the category.