AB InBev's North American CEO Joao Castro Neves warns of beer losing its throne as the largest American alcohol market segment as soon as 2030. This projection is based on statistics showing a dramatic 33% loss of market share in the 21-27 year old demographic between 2006 and 2016. In the former, beer made up 65% of total alcohol consumption, falling to just 43% in 2016.
Over the last few years, the United States has become increasingly open to Marijuana. Between multiple polls, public debates and the sweeping legislative changes seeing states increasingly accept medicinal and/or recreational marijuana use, it's clear that the United States of America is increasingly "green" friendly.