I drink a lot less, and am much more weary of the dangers of alcohol now that I'm 40. However, I don't spend less on alcohol, I just drink less.

Now days I end up at really really expensive bars (usually with a good view of the Pacific Ocean or on a rooftop or something) that have weak pours.

I have no idea of my anecdote follows any particular trends, but if it does, we might expect less alcohol consumption by volume but still growth in the sector.