Despite the headlines surrounding "Dry January" and the rise of GLP-1 medications, the adult beverage industry is undergoing a structural evolution rather than a decline. Brian Rosen explains why the post-pandemic slump for Gen Z is shifting toward a "longevity" movement that mirrors the fitness craze of the 1980s. While traditional volume players like Anheuser-Busch InBev (BUD) and Molson Coors Beverage Company (TAP) face pressure from the rise of cannabis beverages and non-alcoholic alternatives, premiumization remains a resilient bright spot.