When you were a kid, did you ever play Chutes and Ladders? Land on a ladder—up you climbed! But hit a chute and… whoosh—back down you went.

The stock market can feel exactly like that. One headline hits and stocks jump.  Another surprise shows up and—yep—down they slide.

So let’s play a quick round of Stock Market Chutes and Ladders and see where the twists take us.

Imagine you’re looking at an industry often considered recession-resistant. Demand is usually steady, it has a history of paying dividends, and it attracts investors who like consistent income with long-term growth.

Then suddenly—ladder! Consumption climbs 20% in just one year.

Two years later? Whoosh. The chute appears. Demand drops steadily and sharply—and the mood changes fast.

We’re told to buy low and sell high… so, would you buy?

And at this point, you probably want to know what industry we’re talking about.

It’s alcohol consumption.

Americans are drinking less than ever.

During the pandemic, stress, isolation, and boredom drove alcohol sales up by about $42B—a 20% increase over 2019. Now experts say alcohol may be having its own “tobacco moment.” For the first time, consumption is falling globally—and 40% of adults told the Ipsos poll that their 2026 New Year’s resolution is to drink less.

So again: looking at this industry’s story… would you buy?

Maybe you think the shift won’t last. Our culture is undeniably alcohol-forward—happy hours, holiday toasts, celebrations, and the timeless tradition of reaching for a cocktail after a stressful day.  

Or maybe your investing decisions are values-based. Maybe alcoholism damaged your family  and you don’t want your money tied to this industry—no matter what the return looks like.

Or maybe you’re not sure… so instead of guessing, you choose something like an S&P 500 Mutual Fund or ETF, because you want diversification and you’d rather not hinge your returns on a single sector.

The truth is, we can’t know exactly how it will play out. But we can know this: investing will always come with ladders, chutes, and unexpected turns—the goal isn’t to avoid the game, it’s to stay in it long enough to reach the finish line.

Stay the course,
Barbara
 
Jan 25, 2026
 
Source: Giving up the booze | The Week

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