飲酒のニュースに驚くべきものがある。
There is some surprising news about alcohol consumption.
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One of the oldest whiskey manufacturers in America will be forced to remain silent for at least a year.
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Jim Beam, a bourbon that represents Kentucky and has a 230-year history, has decided to completely halt production at its flagship distillery in Clermont for the entire year of 2026.
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The suspension of production at this main facility is the first time in modern history.
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This move has sent shockwaves through Kentuckys $9 billion bourbon economy, while also indicating that the global alcoholic beverage industry is facing serious cracks.
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According to Bloomberg, this production halt coincides with a period in which the market capitalization of the world’s leading beer, wine, and spirits companies has shrunk by $8.3 billion over the past four years.
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This decrease is the result of a combination of factors such as trade friction, oversupply, changes in consumer habits, and an increasing health consciousness.
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It was once believed that the alcoholic beverage industry was relatively unaffected by economic fluctuations, but now it is facing a new reality.
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If people simply choose to reduce their alcohol consumption, how should this industry respond?
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There is trade friction between the United States and Canada behind the suspension of Jim Beams production.
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In early 2025, when the United States imposed a 25% tariff on Canadian exports, the Canadian Liquor Board suddenly stopped purchasing American distilled spirits.
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As a result, exports of American distilled spirits to Canada decreased significantly, causing the market to stagnate.
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Since bourbon takes a long time to mature, it is not easy to respond to sudden changes in the market.
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Whiskey barrels that have been aged for many years cannot be sold immediately to new buyers, and the number of bourbon barrels currently aging has reached a record high of 16.1 million.
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Suntory Global Spirits, the parent company of Jim Beam, is facing the dual challenges of excess inventory and declining demand, resulting in the decision to halt production for one year.
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There are no plans for personnel reductions due to the production halt, but this remains a serious issue for the entire industry.
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Furthermore, other major companies like Diageo are also reducing their whisky production, indicating that oversupply is a common issue throughout the industry.
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According to a recent survey, the rate of alcohol consumption among Americans has dropped to a record low.
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Especially among young people and women, the drinking rate has significantly decreased, and along with a growing health-consciousness, alcohol consumption behaviors are undergoing major changes.
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Furthermore, the spread of weight loss drugs like Ozempic is also having an impact, and as more people use these medications, alcohol consumption is decreasing.
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The value of approximately 50 alcoholic beverage companies tracked by Bloomberg has also dropped to half of its peak in 2021.
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Even in major markets such as China and Europe, flagship brands are struggling, indicating that the industry is facing structural changes.
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Historically, the demand and consumption of alcohol have overcome various crises.
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However, the current changes are cultural, and 2026 will be a major challenge for the entire industry.
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As societys lifestyle changes and productivity, health, and longevity become new trends, a major challenge for this industry is how it will adapt.
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