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Lower-priced wines are doing particularly badly as young adults favor craft beers, seltzers, kombucha, ciders and other flavored beverages with little or no alcohol.

But we were determined to reignite the Género magic that helped us turn nothing into something during the pandemic, drunk on delusion and wine, replacing the seltzers of our days gone by.

In 2021, the Nelk Boys launched Happy Dad, a hard seltzer in a standard 12-ounce beer can meant to differentiate it from the “skinny can bulls**t” of segment leaders White Claw and Truly.

Inside the cooler, authorities found soft drinks, seltzers, bottles of water and multiple packages of raw beef stuffed with 11 pounds of fentanyl, which they valued at $500,000.

“Regulate it, put it on the shelves near beer, wine or hard seltzer, age-gate it, and tax it like an adult beverage, regulate it like an adult beverage. And everybody wins.”