Gen Z is Here to Crash the Party for Alcohol Stocks!

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Is Gen Z really the death of alcohol companies—or is Wall Street overlooking a major opportunity? In this episode of Altimetry Authority, Joel and Rob dive into Diageo (NYSE: DEO), the global spirits giant behind brands like Johnnie Walker, Guinness, and Tanqueray.

We unpack the headlines claiming Gen Z drinks less alcohol and explore whether shifting consumption trends truly spell doom for the industry—or if they simply reflect a changing mix of preferences. From the impact of cannabis adoption to the rise of premium spirits, we look at what’s really driving alcohol demand worldwide.

The discussion also examines currency headwinds, the strength of the U.S. dollar, and how a weaker dollar could boost Diageo’s returns. Plus, we break down misleading “as-reported” financials, uncovering that Diageo’s real return on assets is far stronger than Wall Street believes.

With shares pricing in overly pessimistic forecasts, could Diageo be a classic “heads you win, tails you don’t lose” stock setup for long-term investors? Tune in to hear why this beaten-down alcohol giant may still have significant upside potential.

0:00 – Intro: Is Gen Z killing the alcohol industry?
0:25 – Gen Z drinking less… but what about other generations?
1:02 – Cannabis, culture shifts, and changing inebriation trends
1:34 – Spotlight on Diageo (NYSE: DEO)
1:56 – Currency headwinds and the strong U.S. dollar
2:24 – Premium alcohol brands and consumer preferences
3:20 – Alcohol demand trends post-2020 surge
4:01 – The myth of alcohol’s demise vs. real consumption data
4:47 – Wall Street’s bearish view vs. Diageo’s true returns
5:54 – Tariffs, U.S. brands, and global trade pressures
6:26 – Market pricing vs. realistic return potential
6:57 – Why Diageo could be a “heads you win, tails you don’t lose” stock
7:30 – Final thoughts & key upside drivers for Diageo

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