All right, Sam, today I got six trends that I'm watching that I want to tell you about. My spidey sense is tingling on these trends, and I just need somebody to talk to and you're my guy. How masculine of you to say it's tingling? I love that. My spidey sense is throbbing right now. I'm going to call my doctor after this. I feel like I can rule the world. I know I could be what I want to

I put my all in it like no days off

On the road, let's travel over

All right, first one

Alcohol is in the gutter

So I sent you this tweet

So it says spirit inventories are soaring

And it shows Kampari

And a bunch of other spirit brands that honestly

I don't know how to pronounce because they're front of French. But basically from 2011 to

2025, there's this up into the right trend. It's basically a measure of inventory as a percentage

of sales. And so it goes from like what used to be under 20% to, in some of these cases, like 60%, 70%, 80%.

You know, it's a crazy, crazy rise.

And this lines up with, I guess, my lived experience in our social circle, our age group,

drinking ain't cool anymore.

Being healthy is cool and drinking isn't cool.

When are you going to learn that when you see me do something health-wise, you should just

expect that it's going to be popular in three years. I gave up booze in 2013 or 14, I think

14. So yes, I didn't actually think this was going to be that popular. I did not think that

this was going to be a trend, but we actually wrote about this. We had a, my old company, the hustle had a newsletter called Trends, and we wrote about the rise of non-alcoholic beer. And it was actually Steph Smith, who's, we all know is an amazing person, very smart. She pitched me this idea and I was like I don't I don't buy it I think this is insane I don't I really don't

believe it but go ahead write the article and she caught a very smart. She pitched me this idea and I was like, I don't, I don't buy it. I think this is

insane. I don't, I really don't believe it, but go ahead, write the article. And she, so a lot of guys, a lot of people have been calling this. And I actually, even though I'm sober, I did not think that this was going to be as real as it is. And so I think there's an interesting question, which is, I don't think people fundamentally just become better behaving over time.

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