GLP-1 drugs like Ozempic and Wegovy are changing consumer behavior — and that includes alcohol consumption. With over 9 million users today and projections to nearly double by 2030, beverage founders face a real risk of declining demand. In this month’s Proof & Profit, I break down: 1. The numbers founders need to know . 2. Which categories will win vs. lose. 3. The finance moves to protect your margins. Because the shift isn’t coming later — it’s already here.