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Alcohol brands struggle to adapt as more Americans cut back on drinking

September 5, 2026
in Market & News
Reading Time: 1 min read
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Ryan Reynolds’ Portland gin distillery – once advertised as “Disneyland for adults” – just poured its last drink. It comes as booze brands struggle to adapt with barely half of Americans saying they consume alcohol, a record low. NBC News’ Camila Bernal reports.

For more context and news coverage of the most important stories of our day, click here:

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