> I noticed one major change - there was a marked difference in the number of younger folks drinking Liquid Death as a social signifier that they were on someth

> I noticed one major change - there was a marked difference in the number of younger folks drinking Liquid Death as a social signifier that they were on something else (mushrooms, mdma, lsd, weed, etc). So, they told you? You surveyed a statistically significant sample? Otherwise I can't see how this is anything other than speculation or projection. I recently gave up drinking, and while I am starting to introduce mushrooms into my life, I would very happily be drinking an over-priced Liquid Death at a concert over a, undoubtedly equally or more over-priced beer.