Gen z and cannabis accused the problems of these companies

This legendary company has survived war, covid, grunge – but fears z and cannabis may hit it hard!

Gen z and cannabis were held responsible for problems of these companies. Yes, Jack Daniel's, the legendary whiskey brand Tennessee, which belonged to Brown-Forman, dealt with a sobering drop in sales. They indicate Z and cannabis that were held responsible for the problems of the company. They recently reported with lower profits and cited a significant decline in US whiskey consumption. In an open call to profit, managers found a generation shift in drinking habits and the growing popularity of marijuana as key factors for downlinking.

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Jack Daniel's, founded in the 1830s and 1866 in Lynchburg, Tennessee, officially registered. Since 1956 owned by Brown-Foran it became a global whiskey leader and sold over 12 million cases at the peak annually.The turnover has recently become soft and declined in 2024.

According to Lawson Whiting, CEO from Brown-Forman, younger consumers simply don't drink a whiskey like earlier generations. “The gene Z consumer is more health-conscious, selective and less loyal to traditional spirits brands,” said Whiting. “We do not see this whiskey and brown spirits in general as they did with millennials or gene x.”

In fact, several studies have shown that gen z drinks less alcohol than earlier generations of the same age. Many opt for drinks with low ABV, mocktails or skip alcohol. This cultural shift has come to the fore alcohol brands for alcohol because at a time when wellness trends often counteract strong drinking, they have difficulty developing.

In addition to the suffering of the industry, the constant normalization and legalization of cannabis in the USA with legal weed, which is now available in dozens of countries, is more options for relaxation – and many turn to THC instead of alcohol. For a brand like Jack Daniel based on the ritual of drinking, this presents an impressive competitor.

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Brown-Foran is not alone. Other large alcohol producers have taken these demographic and behavioral changes as challenges for growth. While some have contacted the ruling products or invested in cannabis adjacent companies, Jack Daniels stays tied to his heir as a whiskey brand.

The company's concern is not just about quarterly losses-es is about long-term relevance. If there are continues to move from traditional spirits and cannabis grasp more market shares in relaxation and recreational space, Jack Daniel may be able to face more than just one sales dive – it could face a generation crisis.

If the brand looks into the future, it has to decide whether to double tradition or adapt to a culture that is increasingly turning the side with drinking habits of the old school.