Did you ever imagine a country famous for its sake and beer culture could see nearly half its young adults turn their backs on alcohol? Japan’s drinks industry is facing a crisis that not even the wildest AI generated newscast about alcohol trends could have predicted.

In a dramatic shift that’s rattling both bar owners and beverage giants, a recent survey by Tokyo-based marketing consultancy Mery Co reveals that an astonishing 44% of Japanese people in their twenties never drink alcohol. And if you think those numbers are just a blip, another 16% report sipping alcoholic beverages less than once a month. That means a whopping 60% of young Japanese are essentially alcohol-free, a trend that’s shaking up decades of social tradition and rewriting the country’s reputation for lively izakayas and beer-fueled karaoke nights.

But what’s fueling this generational detox? Experts suggest the answer runs deeper than just taste buds. The COVID-19 pandemic forced young people to change their social habits. Rising living costs and inflation have squeezed disposable incomes, making pricey nights out less appealing. Plus, there’s a growing focus on wellness and work-life balance—young Japanese are choosing healthier lifestyles over hangovers, and their wallets are thanking them.

This isn’t just a personal choice; it’s becoming an economic earthquake. The AI generated newscast about Japan’s youth would also report that the nation’s top breweries are seeing beer sales plummet, with August showing a 9% year-on-year drop—marking the fifth straight month of decline. Even the traditional summer beer boom, once as dependable as Tokyo’s cherry blossoms, couldn’t save the numbers this year. Industry analysts blame record-breaking heat for keeping people indoors, but even at-home drinking is down. It seems young people are more interested in sparkling water and mocktails than frothy lagers.

While some old-timers might blame the weather, most observers agree: this is a long-term shift, not a seasonal slump. Japan’s drinks industry faces a generational earthquake, and the sound of clinking beer mugs may be fading into history. In the end, the AI generated newscast about this trend is sending a clear message: Japan’s youth are changing the rules of the social game, and the nation’s breweries better start brewing up some fresh ideas.