What Is It With This Recent Alcohol Trend?

I’ve drank since I was in college, so about 20+ years. I’ve been here for the big craft beer surge (after exclusively drinking run of the mill cheap beer in college), I remember when IPAs in general first became all the rage, and when Black IPAs specifically were more popular, and now more recently when Hazy IPAs are more commonly being stocked at the grocery store. I get it, “trends”. I probably saw several more of these trends come and go that I’ve already forgotten about.

Now I’ve noticed a new trend where every place I go seems to have more very high ABV percentage beers as a larger proportion of its stock. (we’re talking like 9 – 10% ABV, fuck-you-up beers.) This used to be more unusual, and these would be sold in four packs and typically were much more expensive than the rest even when sold in fewer quantities.

But lately (where I’m from at least) these are being sold in six packs, and comprise a crazy high proportion of general beer stock. (As in its HARD TO FIND 6-7% beers as an option – you can pick from a low ABV session, a few mid range ABVs, or a bunch of super high ABVs.) I’ve even noticed a trend recently of single 16oz cans of these high ABV craft beers being sold in gas stations and grocery stores individually, which was never a thing before.

This seems super dangerous, and I can’t help but wonder if this isn’t the alcohol industry’s response to sales of alcohol in general amongst younger generations falling in recent years. Like they are trying to get people hooked faster and deeper by selling higher ABV beers that will get you messed up at a lower price point. It seems concerted, blatant, and pretty insidious, and I’m not aware of any effort to stop it.

I’m not naive – obviously I am aware of malt liquor being commonly sold at gas stations for decades with a similar (I would presume) goal. My sense in the past on malt liquor was that it was typically purchased by more at risk individuals – people with addictions with less of an income, as a demographic for that market share. That is also insidious.

Just an observation that high ABV beers are now being marketed specifically towards the craft beer crowd. My suspicion is that it is to get a new population more hooked on drinking (and to normalize the trend of high ABV drinks.)

Do you notice this trend where you are, too (Ohio, representing)? Thoughts?