... seems like it should say Horrible Mass Market Beer consumption down, from what I've seen here in Colorado our fabulous selections of microbrews are UP and the 'younger folks' I know all seem to enjoy and buy 'em.  Maybe Quality Colorado Microbrewed is winning over Quantity swill ... can't say I appreciate the millenials all that much, but if they are pursuing Quality over Quantity I'd drink to THAT ... maybe you aren't a dumb as you act sometimes.