because they can't afford it. prices are up, incomes are down. Gen Z starting incomes aren't much higher than the start incomes of people from 10-20 year ago, but booze prices are triple what they were, i've actually seen them start to come down recently because well, even older folks can't afford $20 cocktails or $20 four packs of beer. when I was 25 $20 got you a 24 pack of craft beer. or a 48 of the cheap shit.