Title may feel a little harsh but how does the future of alcoholic drinks really look like? A more or less shared feeling within the industry is that, at best, it looks uncertain. According to the IWRS, 2020 has seen an 8% decrease in global consumption.

Surprisingly, the initial definition on Merriam Webster has somehow negative connotates, it defines it in fact in this way: to deliver or give up in violation of duty, trust, or loyalty and especially for personal gain (such as "betray"), often used with "out" such as in the expression "sell out their country".