Frankly my dear, I don’t give a damp

A Tik Tok meme called “Damp Living ” or “Damp Drinking” suggests a trend among younger folks towards reduced alcohol consumption. This is very worrisome to the wine industry of course. Personally, I’m not lichen it one bit and think it’s mossly an exaggeration. Do these researchers live under a rock? If you want to read their evidence, you can find it here. Happily, survey says only 27% of Baby Boomers are interested in damp drinking compared to 61% Gen Z, so I share my cohort’s wet dreams (about wine, that is, we’re too old for the other kind).