alcohol

Alcohol needs to win over a generation that is becoming less interested in alcohol. Your strategy: offer something else

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The alcohol industry has come to an interesting conclusion. Maybe Generation Z is less interested for the drink that millennialsbut that does not make it immune to an age-proof claim: curiosity. Starting from this premise, the companies dedicated to producing distillates and wines have decided to refocus their strategy and bet on new products that appeal to the youngest. And that happens so much for him came no/low as for him tequifresa either Dubai chocolate. The goal is clear: connect with a demographic cohort that seems to be losing interest for alcohol and will decide the future of the industry. What has happened? Basically, Madrid has just said goodbye to the Gourmet Salonone of the largest European fairs for the high-end food and beverage industry. Until then, nothing out of this world or that may be of interest beyond the specialized industry. The curious thing, how has revealed the EFE Agro agency, is that on this occasion at IFEMA not only bottles of traditional wines, craft beers and traditional spirits have been seen. Companies in the sector have wanted to bet on new unorthodox products and flavors to awaken the curiosity of customers. And that (although at first it may seem anecdotal) is of interest beyond the industry. Why’s that? Because the sector is transforming. Just take a look at the newspaper library to check it out. Although Spain chains record tourism figuresin 2024 the sales recorded by the brewery association fell by second year in a rowsomething that had not happened for more than a decade. The figures Advanced by Circana suggest that the outlook was more promising in 2025, although also with surprise: sales of ‘without’ beer increased almost three times as much as those of alcoholic beverages. Its turnover is still much lower than that of ‘con’ beer, but there is a trend change. And the rest of the drinks? The panorama is similar in the case of wine. The Spanish Oenology Federation estimates that in 2025, 9.35 million of hectoliters, 5.2% less than the previous year. As with beer, its demand is very established and has experienced fluctuations in recent years, but that does not mean that wineries are looking for new business niches. For example, the development of ‘without’ wines or the use of new formatslike packaged broth bag-in-box or served directly from the tap. With respect to spirits, the employers’ association estimates that in 2024 their consumption contracted 3.7%which aggravates the fall that had already suffered in 2023. What is the strategy? From what has been seen these days at IFEMA, the industry wants to go one step further. Bottles of tequila flavored with strawberry, melon, peach or even with even more unorthodox flavors have been promoted on the stands. Orujos Panizo, which has been dedicated to the production of spirits for almost 90 years, has launched, for example, a cream liqueur Dubai chocolate. The objective is clear: to take advantage of the wave of popularity of the sweet and reach out to the young public at a time that, the head of the company recognizes, is not exactly good for the industry. The strategy does not seem misdirected. EFE Agro assures that the demand for some fruit creams with tequila is growing by double digits. Of course, the product starts from “very low” figures. Are there more ideas? Yes. To bet on him tequifresa either meloncello the one known as came no/lowpartially dealcoholized or alcohol-free broths. From being practically unknown in the sector, ‘without’ bottles have begun to sneak into professional tastingscontribute millionaire income to some companies and (above all) generate promising business expectations in the medium term. The specialized medium Italian Food News assures that the ‘without’ wine market expects to expand with a compound annual growth rate of 10% until 2033, expanding its market from 2,000 million to around 5,200. Does consumption change that much? It seems so. And the change is especially interesting among Generation Z, the population cohort born between the mid-1990s and the first decade of this century. Although 76% of young people between 14 and 18 years old admit having tried alcohol at least once in their life and 21% have gotten drunk in the last month, their relationship with drinking is changing. At least when compared to previous generations. “Generation Z drinks less than millennials and these, in turn, less than the boomers“, explains to The Country Andera Mellado, promoter of a ‘sin’ beverage distributor. “They’ve seen how their elders drank and they don’t want to get into that.” Is it just supply and demand? No. It’s something cultural. Habits change, the way of find a partner and to enjoy the leisure. They even change events that until not so long ago were inextricably linked to the “open bar”, like weddings. The vocabulary is also transformed. Terms become popular straight edge and Dry January and Anglo-Saxon expressions like superb curious, mindful living either zebra stripingwhich identify new ways of approaching drinking. That of course doesn’t mean that alcohol has disappeared from Generation Z’s radar or there are no more bottles. 28% of young people recognize that in the last month they have binged on alcohol, the so-called bringe drinking. What do the studies say? That in general there is a decrease in alcohol intake. Although Spain has one of the higher levels of consumption, WHO data show that the average per capita has decreased in recent decades. If in 1975 it reached 18.5 l (pure alcohol), in 2022 it was already around 11.7. The study on consumption among younger youth (14-18 years old) from the Ministry of Health also shows a gradual loss of interest in drinking over recent years, especially since the middle of the last decade, although in both cases it is a trend with fluctuations. Images | Panizo Distilleries, Vitaly Gariev (Unsplash), Vitaly Gariev (Unsplash) and Ministry of Health In Xataka | Having a beer or a wine at 65 seems like a harmless indulgence. We have more and more evidence to … Read more

the “dopamine parties” where matcha is drunk, poke is eaten and alcohol is prohibited

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A nightclub, during the day, without alcohol, full. It’s the kind of image that until recently would have seemed extraordinary. However, the fact that more and more city life includes healthy and alcohol-free options leads to the creation of leisure plans that mimic nighttime ones, but in abstemious mode. A few days ago, in Madrid, one of these plans brought together 700 people. What happened. On Saturday, March 28, 2026, the Fitz Club in Madrid (a space on Princesa Street originally designed to operate from midnight to six in the morning, with an LED dome and all the usual gadgets in nightclubs) opened at eleven in the morning. Inside, 700 people danced without alcohol in a party that ended at four in the afternoon. The event was covered by international media, but it is not something we invented here. Whose idea was it? The party was organized by Revel, a community founded by Rafael Aguayo that started as a runners’ club and evolved into something more difficult to classify. Your Instagram profile defines it as “the purpose driven movement”: real dopamine experiences with unprocessed food, electronic music, ice baths and promoting social contact. This recent Revel Party, with admission at 15 euros, included a prior running session, DJs, healthy food and a tattoo corner. And without a bar, of course, comparable to coffee party phenomenon or the daytime ravesbut with more sweat. The London precedent. Morning Gloryville was born in London in 2013 as a morning rave for those who wanted to start the day with energy and who would soon expanded to New York, Paris, San Francisco, Tokyo, Sydney and Montreal before arriving in Spain. In Seoul, the matcha raves They start at seven in the morning with tickets of about 14 dollars in exchange for a party without alcohol and caffeine, among many other variants. For example, in Paris, the collective Bakery Session has been filling bakeries with DJs and croissants for years. In the United Kingdom, the historic Ministry of Sound announced its first series of raves alcohol-free daytime in 2025. Increasingly. What has changed in the last two years is that these parties are becoming more frequent. Events accompanied by low or no alcohol They grew globally by 73% between January and September 2023 compared to the same period in 2022. Alcohol-free clubbing is definitely on the rise. Spain drinks, Spain takes drugs. Spain’s relationship with alcohol has functioned for decades as part of the basic social fabric. However, there are statistics that are beginning to change: 53% of young people between 18 and 30 years old recognize have reduced consumption. The Ministry of Agriculture registers a sustained decline in sales of spirits. Being teetotal is fashionable. Because the change is not only in volume, but in identity. Generation Z is incorporating sobriety into its public image in a way that previous generations have rarely known. On Tinder, the trend of not drinking on first dates gains weight among the youngest. More Revel. The dominant age group at Revel events ranges from 24 to 32 yearsin line with this generational change. Admission to the Revel Party x Fitz cost 15 euros. For a party that does not bill at the bar, the business model relies entirely on the entrance and the community image, which raises a question with no easy answer: to what extent can this format grow without becoming an aspirational event. In Xataka | The end of the open bar: how weddings are leaving behind their only ‘collective consolation’

Wild chimpanzees drink the equivalent of almost two glasses of alcohol a day

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If we test chimpanzees for blood alcohol levels, we would most likely see that they test positive as sI would have had a drink or two. And here the fault is not in the fact that they have a hidden bottle of whiskey, but in the sugars present in the fruits they consume and their microbial fermentation. But from here on, science has debated whether our attraction to alcohol It is due to an ‘evolutionary accident’ or a direct inheritance from our primate ancestors. Something that has been determined now. A new study. Published by researchers at the University of California and which suggests that wild chimpanzees consume substantial amounts of ethanol in their daily diet. To demonstrate this, the team went to Kibale National Park, Ugandato be able to monitor several chimpanzees. And instead of doing a blood test, the researchers opted for a non-invasive method by analyzing the urine of the 19 wild chimpanzees. In this case, what was being sought was not raw ethanol, but a very specific biomarker called ethylglucuronide which tells us that ethanol has been processed. Your diet. As we have said before, the secret of this discovery is not in the alcohol that we know, but in the fruit. That is why during the research the chimpanzees fed almost exclusively on a species of canopy tree called the African star apple. When specifically analyzing this apple, it was found that it contained alcohol in a proportion of 0.09%, while in some harvests it could reach 0.4%. The results. After performing urine analyzes on the chimpanzees, it was possible to see that, of the 20 individual urine samples collected, 17 tested positive for ethylglucuronide, exceeding a threshold of 300 ng per milliliter of urine. But in addition, of a set of 11 of these positive samples, 10 tested positive again when subjected to a much higher clinical threshold of 500 ng/ml. The “drunk monkey.” The researchers point out here that this continuous intake of fermented fruit translates into an average dose of 14 grams of ethanol per day for the chimpanzees. In human terms, it is as if they had drunk one and a half drinks a day. These findings offer vital physiological support to the famous “drunken monkey” hypothesis which suggests that the attraction that modern humans feel for alcohol has its evolutionary origin precisely here: in an adaptation of our ancestors to locate, through long-distance smell, crops of ripe fruit and, therefore, more caloric thanks to the smell of ethanol. A mismatch. The problem is that this vestige of the past has gone down the wrong path, since the current problem lies in an evolutionary imbalance. While our ancestors chronically consumed ethanol in low concentrations through a fruit-centered diet, today humans have access to distilled alcohol in massive quantities and not through a survival system. Now, this discovery not only changes our understanding of primate feeding ecology, but opens the door to future research into how this natural alcohol consumption could affect the social behavior of chimpanzees, including factors such as aggression or reproduction. Images | David Trinks Brian Jones In Xataka | We believed that war was a unique and exclusively human invention. Until we look at chimpanzees

There are people capable of testing positive in a breathalyzer test without having drunk a drop of alcohol. And we already know why

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Although it may seem crazy, failing a breathalyzer test after drinking only water and a plate of pasta is possible. And while explaining it that way to a police officer may raise questions about a poor excuse, The truth is that it is a medical reality for those who suffer from the known self-fermentation syndrome. The investigation. Until now we attributed this problem to yeast, but a team of researchers from UC San Diego and Massachusetts General Hospital has identified specific strains of Escherichia coli and Klebsiella pneumoniae as those responsible for generate intoxicating levels of ethanol in the intestineopening the door to treatments as surprising as fecal transplantation. That is, there are bacteria that can literally make us drunk without drinking a drop of alcohol. The metabolic storm. To reach this conclusion, the study analyzed to 22 patients diagnosed with this metabolic problem, comparing them with 21 healthy relatives. In this case, the results were quite compelling, because fecal samples from patients in the midst of the outbreak were capable of endogenously producing ethanol at alarming levels. In order to know much more, These samples were cultured and an ethanol concentration of up to 136 mg/dl was observed.. To put it in context, in many countries the legal limit for driving around 50 mg/dl in bloodso these patients without drinking would be doubling the level of alcohol permitted while driving. An alcohol factory. The novelty of this study is that it shifts the focus from yeast to bacteria, since genomic analyzes showed a massive enrichment of genes related to mixed acid fermentation. But we must not fall for the statement that these bacteria are ‘bad’, but rather that the ecosystem is broken to give rise to this problem. And what is the trigger? The antibiotics. And the use of these drugs can sweep away the balanced flora, allowing opportunistic pathogens to take control of the intestine and begin to metabolize sugars into alcohol. The treatment. Logically, this is a serious problem, not because of the fact of testing positive in the alcohol test, but because of the toxicity that the body faces. That is why the objective right now is on the treatment that now has the focus on a fecal microbiota transplant. For this study, the donor of his fecal microbiota was a personal trainer with enviable intestinal health. And the result was incredible, since the patient with this problem saw these problems disappear permanently, and his ability to “self-produce” alcohol disappeared after repopulating his intestine with the healthy bacteria of another person. Beyond getting drunk. As we have said before, it may seem ideal to have a feeling of intoxication without having to spend a single euro on a drink, but the reality is that this problem also leads to non-alcoholic fatty liver disease. And constantly producing alcohol can cause very serious liver damage. But on the social issue, this endogenous overproduction of ethanol has led people to lose their driving license or face labor problems unfairly. All for a problem that may seem like the perfect excuse, but is actually a major medical problem. Images | Lawrence Krowdeed In Xataka | There is an age at which we should stop drinking alcohol forever. Neuroscience is clear why

For centuries Germany has boasted the oldest abbey beer in the world. The alcohol crisis has forced it to be sold

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Germany is the birthplace of Oktoberfest, the lagerthe saint Hildegard of Bingen and hundreds and hundreds of artisanal wineries dedicated to beer. The refreshing amber liquid is not at its best there, however. As the young lose interest for the drink and consumption falls per national beer capita, Germany finds itself with news like the one that has shaken the sector at the beginning of 2026: the oldest monastic brewery in the world, a 976-year-old icon, just sold suffocated by the economic context. It seems like a simple sale, but it says a lot about the industry. What has happened? That Germany is preparing for one of those business transactions that, due to their enormous symbolic value, transcend the pages of the salmon press to tell us about the cultural and social changes of a country. The Bavarian brewer Schneider Weisse has just reached an agreement to acquire the Bischofshof and Weltenburger brands, linked to Bischofshof GmbH & Co. Said like this, it could seem like a simple commercial procedure, material for the German BORME, but the agreement implies that Schneider Weisse takes charge of the brewery of the Weltenburg Abbey and that is something out of the ordinary. The reason? The brewing history of the monastery dates back to 1050, which is why it is considered the abbey brewery. oldestalthough if we talk about beer in general there is another previous one in Weihenstephan (Freising), brewed since 1040. What have they agreed? The truth is that not too many details have emerged. For example, the companies have not wanted to disclose how much the operation will cost. What yes have slipped is that the agreement will become effective in January 2027 and that Scheneider Weisse will continue to operate the Weltenburg Abbey Brewery. Not only that. He will also take over the logistics part of the Bischofshof, which includes 21 employees. Part of the business, located in Regensburg, will close at the end of this year and the idea is that in the medium term the production of the different brands will be concentrated in the headquarters that Schneider Weisse already has in Kelheim and the Weltenburg Abbey. Are they important companies? At least they are companies with a reputation. Although Weltenburg Abbey beer stands out on the world stage for its long history, which can date back to 1050, in reality the three names involved in the agreement have a long tradition. The Bischofshof brewery was founded mid 17th century in Regensburg and has been in charge of the production of Weltenburg since 1973. As for the house Schneider Weissebased in Kelheim, was also launched more than a century and a half ago, in 1872. “Our goal is to create a portfolio of traditional brands. We combine our brewing tradition of more than 150 years with the almost 380 years of history of the Bischofshof brand and the brewing tradition of the oldest monastic brewery in the world, dating back to 1050,” celebrates Georg SchneiderCEO of Schneider Weisse. “This creates a range of beers steeped in history and tradition, a unique offering from a single global supplier.” Why is it important? Weltenburg is relevant enough for any operation that affects him to generate interest, but if this operation has raised expectations (even beyond Germany) is because of its context. The companies acknowledge that the maneuver attempts to adapt to “the continued weakness” of the German beer market. “The reality is that, on our own and despite all our efforts and the measures adopted in recent months, it was no longer economically viable to continue operating the brands,” recognizes Till Hedrichthe general director of the firm Bischofshof and Weltenburger. “The evolution of the market has marked us too much.” Hedrich has also defended that the operation with Schneider, a firm based in Kelheim (Bavaria) is the most advantageous for the secular Abadian winery. “The looming threat of a total closure or dismantling by an investor with no connection to the region or its history can be avoided with the ‘Bavarian solution’ being implemented with Schneider Weisse.” Has the market changed that much? It seems so. From the collective itself is spoken of a “drastic drop in sales” of German breweries in the country. The BR24 program remember that in the last ten years alone, the German beer industry has lost almost 14 million hectoliters, almost 14% of its sales. And although the complete picture is somewhat more complex (the latest data from the Bavarian sector they are not bad), the overall trend is far from ideal for the industry in its own home. If at the beginning of the 80s the per capita consumption In the country it was around 145.9 liters of beer, right now it is below 90. Is there more data? Yes. Two years ago the Berlin journalist Nicholas Potter I slipped an interesting one in Guardian. “The decline can be seen at the Oktoberfest itself. In 2019, 6.3 million visitors drank 7.3 million liters. Last year attendance was about 7.2 million people, a record number, but they consumed only 6.5 million liters.” As a backdrop, the fall in consumption, the increase of the production of non-alcoholic beer and the loss of interest of members of generation Z for beer or wine. In April the Deursche Welle channel contributed another brushstroke that completes the picture. It is not only that the consumption of German beer has fallen in the country itself, it is that sales abroad have not evolved as the industry would like. According to Destatis data, 1,450 million liters of German beer were exported in 2024, significantly below the 1,540 in 2014. Images | Bernt Rostad (Flickr) 1 and 2 and Frank Mago (Flickr) In Xataka | If the alcohol sector thought it had a problem with Gen Z, it is because it did not see its stock: 22,000 million in bottles that no one wants

Saudi Arabia has realized that to attract wealthy expats and Western tourists it needs something: alcohol

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Maybe the Spanish we are moving away little by little from alcohol, but beer, wine and spirits continue to be a pillar of Western leisure. Saudi Arabia knows this well, as in its efforts to modernize and gain appeal to Westerners (both expats wealthy as tourists) has decided to make more flexible access to the drink in the country, where its purchase has been radically restricted for more than 70 years. The change is being made timidly, silently, almost underground; but it tells us a lot about how the kingdom is transforming. The news that they are coming in drops to the West they leave a resounding reading: foreigners will be able to buy alcohol in Saudi Arabia… as long as they meet a series of requirements that focus in your wallet. Looking to the 20th century. If you like to share a few beers with friends, have dinner with a glass of wine or drink a cocktail when you go out, Saudi Arabia is not your country. Or it hasn’t been at least for the last seven decades. The kingdom is governed by shariawhich vetoes alcohol. Even Foreign Affairs reminds Spaniards traveling to the country that public consumption “is strictly prohibited” and landing with bottles can lead to “severe fines” and an accusation of smuggling. Saudi Arabia’s zeal to ban the drink dates back to at least the mid-20th century. And not only because of Koranic law and the fact that the kingdom claims to be the guardian of the sacred places of Islam. In the early 1950s, King Abdul Aziz banned the sale of alcohol after one of his sons, Prince Mishari, assassinate a diplomat British drunk. For diplomats. Although getting alcohol in Saudi Arabia is much (very much) more difficult than in Europe or even in Dubaisomething is changing in the Islamic kingdom. The first sign came just two years ago, beginning of 2024when the Saudis saw the first liquor store in more than 70 years. Of course, the business was launched with certain limitations. To begin with, the establishment only sold alcohol to non-Muslim diplomats. In fact, it opened precisely in the neighborhood of the city where they work. At least at first The Executive also intended that customers would have to register through an app, obtain an authorization code and respect certain quotas. A small (big) step. That first store may not look anything like the liquor stores of Europe, but its debut marked a milestone in Saudi Arabia and began to break the long taboo that prevailed in the kingdom around alcohol. Last November that opening was confirmed when agencies such as Reuters either Bloomberg revealed that the country planned to open two new liquor stores: one in Dhrahan, in a complex owned by the oil company Aramco, and another in Jeddah. The first would be designed for non-Muslim employees of the company. The second would be located again in an area frequented by diplomats. Expanding the market. In November, both Reuters and Bloomberg reported another relevant news that is now has confirmed The Wall Street Journal: The Riyadh liquor store that was theoretically intended for foreign diplomats will also sell bottles to certain residents of Saudi Arabia. To whom? Especially non-Muslim foreigners with Premium Residence. These residence permits are basically granted to businessmen, large investors, wealthy foreigners and qualified professionals who work in strategic sectors or for the Government. In December Bloomberg needed In fact, customers who want to buy wine or spirits in Riyadh have to prove that they earn at least 50,000 riyals per month, about $13,300. Reporter Vivian Nereim, from The New York Times, came in person outside the Riyadh liquor store and spoke with customers of the business who (among other issues) confirmed that one price is applied to diplomats and another, higher price, to the rest of the buyers. A bottle of mid-priced white wine cost about $85, about five times the US price. “Something was coming”. Against this backdrop, recently TWSJ public a chronicle which goes one step further. According to the American newspaper, Saudi Arabia plans to continue making its relationship with alcohol more flexible with another historic decision: allowing its consumption in luxury hotels and resorts in the Red Sea. “We always knew it was going to happen, that Saudi Arabia was preparing for something,” explains Michael Ratneyformer US ambassador, who speaks of “physical signs” that have been seen for years: “You went into restaurants and they all had bars. They didn’t offer alcohol, but the infrastructure was emerging.” The example of Dubai. The objective is clear: to reinforce the country’s attractiveness for expats, investors and tourists as part of the policy promoted by Prince Mohammed bin Salman to modernize the nation, diversify its economy and reduce your fiscal deficit. In recent years the kingdom has already taken several steps in that direction in different areas (in 2018 allowed women get behind the wheel of a car and in 2034 will host the World Cup) and there are those who point that in terms of leisure and alcohol will look to the United Arab Emirates. Especially to Dubai. In part of the UAE, access to alcohol is limited, but it is relatively easy to obtain in Dubai, a city that has stood out for its ability to attract tourists and wealthy foreigners. For years, those who wanted to access alcohol in Saudi Arabia had to resort to the diplomatic courierartisanal manufacturing at home or the black market, with the risks that it entails. The question is to what extent the kingdom is willing to change that to attract foreign assets. Images | سيف الظاهر (Unsplash), Ambitious Studio*-Rick Barrett (Unsplash) In Xataka | There is an age at which we should stop drinking alcohol forever. Neuroscience is clear why

There is an age at which we should stop drinking alcohol forever. Neuroscience is clear why

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For years, popular culture and certain observational studies have sold us a comfortable idea: moderate alcohol consumption could be harmless and even beneficial for the heart. However, when we focus on the brainthe story changes radically. It is neurotoxic. A growing stream of neurologists and new epidemiological evidence point to an uncomfortable reality: alcohol is a neurotoxinand there is a biological age from which our brain loses the ability to tolerate it. Although official guidelines do not prohibit retirees from drinking, scientific literature suggests that The ages of 65-70 mark a critical boundary. Crossing it with a drink in hand could be accelerating cognitive decline and dementiawhich are very prevalent diseases at that time of life. Although there are exceptions, with people who are very long-lived and point out that their ‘secret’ is having a glass of alcohol daily. Although genetics may play an important role here. The neuronal reserve. Neurologist Richard Restak popularized a strong clinical recommendation: you should stop drinking completely at 70 years old. Is it an arbitrary number? Not at all. It is based on the concept of “neural reserve”. According to science, a young brain has room for maneuver before the arrival of these toxins. It has enough neurons and plasticity to compensate for the slight damage caused by ethanol, but, however, natural aging leads to a loss of neurons. That is why drinking in old age is, basically, burning fuel from a tank that is already in reserve and that is not going to be refilled. It is accelerating. Science in this case is quite clear that alcohol-related brain damage along with intense and prolonged consumption accelerates brain aging. And the fact is that with the same alcohol consumption, an aged brain has greater damage than a young one. Something that is explained because the neuronal repair mechanisms are also aged and do not have the same capacity as when a person is 20 years old to compensate. The data. The biggest blow to the idea that a little drinking “doesn’t hurt” comes from large cohort studies, such as the famous Whitehall II studiowhich followed thousands of people for 23 years. In this case, it was seen that people who drank between 14 and 21 glasses of alcohol per week were three times more likely to suffer from hippocampal atrophy compared to those who did not drink. And this is the fundamental region to have memory. For those who exceeded 30 units per week, the probability of atrophy shot up to almost six times more. But the most worrying thing is that no protective benefit was observed in the light consumption group (less than seven drinks a week) compared to general abstinence. Zero alcohol. These data along with brain imaging studies They point out that even ‘moderate’ consumption is associated with a significant brain alteration. This means that it can be stated that the safety margin for the brain is practically non-existent. The limit age. Why can 65 be a turning point? Although there is no international “dry law” for people over 70, organizations such as the Alzheimer’s Society from the UK warn that those over 65 are a special risk group. This is because there is already an aging liver that processes alcohol slowly, which means that the alcohol circulates through the body for longer. This is also added to the interactions that alcohol has with medications that can increase its toxicity and most importantly: increases the risk of dementia. You have to be careful. With all this data, science is quite clear that any consumption increases the risk of health problems, especially in regards to the brain. Although clinical guidelines still recommend simply “not exceeding 14 units per week,” the recommendation of experts like Restak and reading the most current evidence suggest a more aggressive prevention strategy. Given that we have no cure for dementia and that neuronal reserve is our only shield, giving up alcohol when entering old age is not an option, it is a logical cognitive survival strategy. Images | CHUTTERSNAP Simon Godfrey In Xataka | The alcohol industry’s biggest fear can be summed up in just five words: being teetotal is fashionable.

The reason why Generation Z is giving up alcohol

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For years, alcohol has been an almost inherent to youth leisure. But something is changing. The generation Z drinks less than the previous ones and not only for a health or economic issue: you begin to perceive alcohol as a factor that directly affects your mental well-being, your ability to concentrate and, consequently, your daily productivity. It is not a moral crusade nor a total renunciation of consumption. It is a change of relationship with respect to alcohol and its subsequent consequences. Generation Z drinks less than millennials. The data confirm that it is not an isolated perception. According to FortuneGeneration Z consumes around 20% less alcohol than millennials at the same age, a sustained drop seen in several Western countries. That is, the alcohol is still present, but loses prominence in youth leisure. According to data From the Survey on Alcohol and other Drugs in Spain (EDADES), in 1997 12.7% of the population aged 15 to 64 claimed to drink daily, in 2007 it was already 10.2% and in 2024 this percentage was barely 9%. Hangxiety: the hangover that cannot be seen. Generation Z has grown up with greater access to information about mental health, basic neuroscience, and emotional well-being. This has changed the perception of alcohol, which is no longer seen just as fun and is now understood as an element with clear cognitive costs. One of the concepts that best explains this change is that of “hangxiety”, which Guardian defined such as the anxiety that appears after alcohol consumption, even when the physical hangover is mild. The alcohol alters neurotransmitters such as GABA and serotonin, generating a rebound effect that can translate into anxiety, irritability and ruminative thoughts the next day. For a generation especially sensitive to anxiety and mental healththis effect is especially dissuasive. Less alcohol, more cognitive stability. That is, the reason for reducing alcohol consumption is not only avoid hangover, but to improve mental stability and your cognitive performance during the following days. a study from the JSI Research and Training Institute in Boston, investigated the effects of alcohol consumption on work performance. According to their findings, even moderate levels of hangover can affect decision making, memory, and sustained attention. The problem is not only the occasional excess of alcohol, but residual effects that drag on for days and the discomfort that these effects produce among the youngest. Live without fatigue. Reducing alcohol consumption does not imply marathon days in which you can work more hours. What changes is consistency. Less alcohol means fewer “wasted” days, less cognitive fatigue and greater ability to maintain focus throughout the week. For a generation that moves in a more unstable labor market and competitive, that control of own performance is key, betting on social alternatives without alcoholmore planned consumption and less pressure to drink to fit in. In Xataka | On Tinder there is a trend that is gaining weight among Generation Z: dating without a single drop of alcohol Image | Unsplash (Vasilis Caravitis)

The new alcohol law limits bars from placing beer chairs or umbrellas. And now millionaires fear losses

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We’ve been seeing it all our lives. Bars that fill their terraces with umbrellas, napkin rings, tables, chairs, sideboards and other furniture that promotes beer brands. For decades this advertising support was a boon for business. Now the hospitality industry fears that it will become a poisoned gift. The reason: the new law on alcohol and minors promoted by the Government and which already has the endorsement of the Council of Ministers wants to snip that kind of promotion. The locals calculate that the loss of that advertising support it will cost them millions. Blow to the hospitality industry? That’s what seems to fear the sector as a result of the law promoted by the Government to prevent alcohol consumption among young people. Although the regulation has not yet been finalized, the group is already managing a study which warns that it will seriously affect the finances of bars, restaurants, cafes, pubs and other hospitality establishments in Spain. The reason: the bill of Health seriously restricts any advertising sponsorship related to alcohol. And that is a problem for businesses that have been filling for years with awnings, tables, chairs, ashtrays, umbrellas, napkin holders, refrigerators and furniture in general on which beer brands are advertised. What exactly does the standard say? He billwhich can be consulted in the official Congress bulletin and received in march The Government’s endorsement sets some limits on advertising in the sector. Its article 26 is clear about this: “Any direct, indirect or covert form of commercial communication of alcoholic beverages is prohibited, or of products that imitate or simulate being one, or of non-alcoholic beverages that share their brand and differential features with those of alcoholic beverages, including the commercial name, corporate name, symbols or brands of the people or companies that produce said beverages, as well as their distributors when they are exclusively associated with alcoholic beverages on public roads, or places visible from them.” Does it clarify anything else? Yes. The law differentiates between two types of spaces: the ‘most sensitive’ and the rest, where the advertising restriction will be somewhat more flexible. “However, advertising limited to the trade name, corporate name and identifying brands or symbols of the producing companies may be permitted in a perimeter that is more than 150 linear meters from the access to educational centers that teach early childhood education, basic education, post-compulsory secondary education and elementary artistic education, health centers, social and socio-health services, parks and places for children’s leisure.” How will it be applied? In the statement March in which it reports the approval of the Council of Ministers to the Bill, the Ministry of Health clarifies, however, that it will allow the advertising of fermented drinks with less than 0.5% alcohol. Mónica García’s team also points out that the veto will not be immediate: it will come into force twelve months after the publication of the law in the BOE and will not affect “those situations that already existed before that moment”, which suggests that it will not affect the furniture that already exists. A different thing is when it comes time to renew it. Will it affect the sector that much? It seems so. At least that is what a Comprehensive Economic Analysis (AEI) report indicates. advance by The Economist. The analysis, prepared for the Spanish Hospitality and Brewery associations and which is having a notable impact, ensures that the loss of sponsorships from alcohol brands will be quite expensive for bars and restaurants. To be more precise, AEI estimates that it will cost the sector up to 1.7 billion euros. The estimate is based on two figures: a direct cost of around 600 million euros and a drop in sales of between 1,080 and 1,680 million. He AEI report It doesn’t stay there. It also warns that the measure will affect between 8,000 and 10,200 jobs and will be felt beyond bars and cafes, with a reduction in the contribution to the national GDP that it estimates between 900 and 1,176 million euros. The study also suggests that the money that alcohol manufacturers will stop investing in advertising furniture will probably be directed towards other channels, away from small hoteliers and their businesses. Why this suspicion? Although Health has clarified that the measure would still take time to come into effect and will not affect “existing” facilities, the AEI report points out that its wording leaves little room for doubt: “In practice it implies the removal of logos, signs, chairs, tables, umbrellas or napkin rings with beer brands from thousands of bars and restaurants in the country.” His estimate is completed with another from Hospitality of Spain that gives an idea of ​​the scope of the measure. According to their data, of a total of 130,000 bars and cafes in the country, between 70 and 80% incorporate elements sponsored by breweries. Will it affect everyone equally? “If approved, the new law will practically eliminate all this support, forcing the brand’s advertising to be withdrawn, which will have an estimated cost of 12,000 euros per store,” remark the study. The penalty that could be felt especially strongly in areas of Spain where hoteliers work in smaller markets and with less room for maneuver. The Economist slide that about 20% of the municipalities that now have only one bar (235) could see their doors close. Images | Guillaume Flament (Flickr) and Ccalm Film Festival-María del Mar López Morales (Flickr) In Xataka | From prohibiting purchases to prohibiting consumption: the changes in the recently approved draft reform of the anti-smoking law

Trying to understand why human beings like alcohol so much, these scientists have just found a fundamental clue: drunken monkeys

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More than two decades ago, Robert Dudley wondered how it was possible that we liked alcohol. In 2014, the evolutionary biologist of the University of California in Berkeley published “El Mono drunk”, a book where he explored The evolutionary roots of that transcultural hobby to alcohol. According to Dudley, it is the fans of primates to fermented fruits (rich in sugars and with a very light alcoholic content) what is behind all this. The problem, as with all the hypotheses of evolutionary biology, was to demonstrate it. Now we have found some tests. Because Science Advance magazine He has just published a study which shows that wild chimpanzees consume the alcoholic equivalent to one or two human cups. That is, exposure to this substance is regular and “probably” was also in our past as a kind, as Dudley said. How have you discovered it? The team analyzed the fruits consumed by the wild chimpanzees in Uganda and in Ivory Coast. Thus, they discovered that these 21 species had a concentration of 0.3% alcohol on average. To the extent that these animals consume about 4.5 kilos of fruit, the amount of ethanol consumed daily is more than the 14 grams that has a standard glass in the US. Of course, “by adjusting for body weight, which in chimpanzees is around 40 kilos in front of about 70 in humans, the exposure equals almost two glasses,” Explain in SINKSEY MARO, main author of the study. It is true, however, that as consumed throughout the day, researchers have not found signs of drunkenness in chimpanzees. So drink alcohol is something natural? This is a usual confusion when we put on the table lAs evolutionary explanationsbut evidently it is not prices. To start because there is nothing ‘natural’ per se. The Natural-artificial ‘distinction It is something that has very little scientific, philosophical or social basis. We have reached a point where everything is artificial. But, on the other hand, the world has changed a lot. Although the hypothesis can explain the origin of the taste for alcohol in all human societies, constant exposure to alcohol of great concentration such as the one we suffer today has nothing to do with that of our ancestors. Therefore, our taste for alcohol may have a certain evolutionary base; The abuse of ethanol and the health problems it causes are something else. Something much more dangerous. Image | Adam Wyles In Xataka | The greatest fear of the alcohol industry is summarized in just five words: being abstemious is fashionable

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