Morning Brew - ☕ The Betas have arrived

Dry January keeps getting bigger...

Good morning and welcome to the first Brew of 2025.

It’s going to be a pretty unique year—mathematically speaking. 2025 is the rare perfect square year, meaning it’s the square of an integer: 45. Soak it in, because this will be the last perfect square year you will likely experience: The last time it happened was 1936 (the square of 44) and the next time will be in 2116 (46 squared).

Abby Rubenstein, Neal Freyman

MARKETS: 1-YEAR

Nasdaq

$19,310.79

S&P

$5,881.63

Dow

$42,544.22

10-Year

4.573%

Bitcoin

$94,689.26

Oil

$71.81

Data is provided by

*Stock data as of market close. Here's what these numbers mean.

  • Markets: As a new year dawns on Wall Street, investors are hoping it’ll be much like the last two. The S&P 500 soared more than 23% in 2024—about what it gained in 2023. That’s the first back-to-back years of 20%+ gains since 1997–1998. Analysts aren’t expecting a three-peat this year, but they are relatively bullish, forecasting a 10% rise, on average, for the S&P in 2025.
 

LIFE

The first baby born in Spain of the New Year is held by her mother

Carlos Lujan/Europa Press via Getty Images

Get ready to feel old, whether or not your socks peek out from your sneakers, because there’s a new generation on the rise. The babies born on New Year’s Day 2025 not only got to be featured in feel good local news pieces, they’re also the first members of Generation Beta, which will include children born this year through 2039.

These kids, whose parents will mostly hail from Gen Z (born 1995 to 2009) and the youngest millennial (born 1980 to 1994) ranks, represent the second generation born entirely in the 21st century, and many of them may live to see the 22nd.

Their lives are expected to be shaped by AI and other rapid technological advances. Depending on how many Silicon Valley dreams come true, many from this new generation may not even remember the first time a human walks on Mars or ever sit in the driver’s seat of a car that can’t drive itself.

  • Mark McCrindle, the demographer who also coined the name Generation Alpha for people born between 2010 and 2024, isn’t just overly nostalgic for his fraternity days: His firm said in a blog post that they opted to use the Greek alphabet for these successive generations “to signify how these different generations will be raised in a new world of technological integration.”
  • The new generation will be the first to be surrounded by automation and immersive virtual environments, per McCrindle.

McCrindle predicts that by 2035, Generation Beta will make up 16% of the global population.

Looking ahead…McCrindle expects to keep naming new generations with Greek letters every 15 years to keep things standardized and analyzable, so future generations may not get cool monikers like The Silent Generation (born 1928–1945). But others caution against reading too much into generational labels anyway. In 2023, Pew Research Center said it would stop depending on them, noting that other demographic factors, like race, might do more to shape viewpoints than birth year.—AR

WORLD

The French Quarter, near Bourbon Street is blocked off late morning with a heavy police and FBI presence after a Terrorist attack early in the morning in New Orleans, Louisiana, on January 1, 2025

EMILY KASK/AFP via Getty Images

At least 15 killed after driver rams into New Orleans New Year’s crowd. More than 30 people were also injured when the driver plowed a pickup truck into the celebrating crowd on the city’s famous party spot Bourbon Street. The suspected driver, identified by authorities as US Army veteran Shamsud-Din Bahar Jabbar, was killed in a shootout with police. The FBI is investigating the incident as an act of terrorism and does not believe he acted alone. An Islamic State flag and explosives were found in the truck, according to the Associated Press. Notre Dame and the University of Georgia were scheduled to play the Sugar Bowl in New Orleans yesterday, but the game was postponed 24 hours.

A Tesla Cybertruck exploded outside Donald Trump’s Las Vegas hotel. The person inside the truck was killed and several people nearby were wounded. Videos quickly spread on social media that appeared to show the vehicle on fire near the entrance to the Trump International Hotel in Las Vegas. Law enforcement officers said yesterday that the incident near the president-elect’s hotel was being investigated as a possible terror attack and that they were exploring any possible connection to the New Orleans attack. Tesla CEO Elon Musk, who is close to Trump, said on X “the whole Tesla senior team” was looking into what happened and that the blast was caused by “very large fireworks and or a bomb carried in the bed of the rented Cybertruck and unrelated to the vehicle itself.”

Ukraine stopped the flow of Russian gas to Europe. Nearly three years after beginning its invasion, Russia can no longer send gas to continental Europe via pipelines in Ukraine after a deal brokered before the war allowing its passage expired. Ukraine refused to renew the deal, saying it helped fund Russia’s war effort. Russia had been sending gas that way for decades, and much of Europe depended on the cheap gas before the war. However, the EU began weaning itself off Russian energy in response to the conflict: 10% of the EU’s natural gas came from Russia in 2023, compared with 40% in 2021, per the BBC.

Presented By Grayscale Investments

FOOD & BEVERAGE

0% ABV labeled beer taps

Francis Scialabba

This month, tens of millions of Americans will order espresso martinis—but hold the martini.

Yesterday was the start of Dry January, the annual event when people challenge themselves to lay off the booze during the first month of the new year. While it feels like it’s been around forever, the Dry January challenge was actually created in 2013 by a UK charity to promote a healthier relationship with alcohol.

For a growing share of Americans, Dry January may not be too difficult to pull off, because many are drinking less as it is:

  • Per capita pure alcohol consumption in the US has dropped to its lowest level since 2002, according to beverage data company ISWR.
  • That drop is led by younger people: The share of 18- to 34-year-olds who say they ever drink has fallen by 10 percentage points in the last two decades, Pew Research found.

Meanwhile, Dry January is more popular than ever, with web searches for the term in the first week of 2024 doubling from 2023. The internet is now littered with tips and strategies for helping you achieve your 31-day alcohol detox.

Alcohol businesses have come to expect a lean month. Observed alcohol sales at three major US liquor chains plunged 52% in the first week of January 2024, Bloomberg reported. Many bars have wised up to the trend by offering special mocktails and other promotions to get people in the door.—NF

ART

Popeye the Sailor cartoon

Paramount Pictures/Courtesy of Getty Images

As of yesterday, the one-eyed, spinach-fueled sailor became one of thousands of copyrighted works to enter the US public domain, allowing a new generation of artists to adapt, share, and rediscover old characters, books, music, and more.

It’s an annual tradition: Every year on Jan. 1, the copyrights for works introduced 95 years prior expire, per US intellectual property law. So yesterday, art from 1929 came up for grabs: In addition to the first version of Popeye, highlights include the character Tintin and legendary books The Sound and the Fury by William Faulkner and Ernest Hemingway's A Farewell to Arms.

The goal of the public domain is to unleash creativity by releasing locked-up stories, and recent hits show what’s possible:

  • The box-office smash musical Wicked is a prequel to L. Frank Baum’s The Wonderful Wizard of Oz books.
  • One of the most celebrated novels of last year, James by Percival Everett, is a retelling of Mark Twain’s Adventures of Huckleberry Finn.
  • But things could take a turn to the macabre: A wave of Winnie the Pooh and Mickey Mouse horror movies have been released since those characters’ copyrights expired in the past two years. Three Popeye slasher flicks are already in the works, per NPR.

Looking ahead…the coming years will bring more iconic characters into the public domain, including Mary Poppins in 2030, Superman in 2034, and Bugs Bunny in 2036.—NF

From The Crew

STAT

Bernie Madoff leaving court

Hiroko Masuike/Getty Images

The 10th and final round of payments to people scammed by Ponzi schemer Bernie Madoff was sent out on Monday, bringing the total recovered to 94% of the estimated total losses. Officials called it an “unprecedented conclusion” to a compensation process that will have repaid $4.3 billion to over 40,000 people in almost 130 countries, per the DOJ.

Where’d they scrounge up the money from? Most (~$2.2 billion) came from the estate of Madoff investor Jeffry Picower, while $1.7 billion was recovered from JPMorgan as part of a 2014 DOJ agreement. Madoff died in prison in 2021 while serving a 150-year sentence for orchestrating what prosecutors described as the world’s largest Ponzi scheme.

NEWS

  • The New York Stock Exchange will close next Thursday, Dec. 9, as part of a national day of mourning for former President Jimmy Carter, who died on Sunday at 100.
  • An explainer of the visa debate that erupted among Trump supporters over the Christmas break.
  • The new state laws that went into effect on Jan. 1.
  • Commercial aviation had its deadliest year since 2018 following two crashes in the last weeks of December.
  • The world’s 500 richest people gained $1.5 trillion in wealth last year, per Bloomberg. Collectively, their net worth reached $10 trillion for the first time.
  • Here are the top food trend predictions for the coming year, including sauce-on-everything and savory coffee.

RECS

To-do list banner

Watch: Think you’re chilly? Try growing up in the world’s coldest city.

Cook: How to make school cafeteria pizza from the ’80s and ’90s.

Learn: Everything you’ve ever wanted to know about the moon.

Read: How to enjoy everything more.

Step aside, restrictive diets: This app’s science-backed weight loss method has helped millions of users lose 13m+ lbs. Finally, a weight loss plan that works—and it’s 70% off with code BREW70.*

*A message from our sponsor.

GAMES

Brew Mini: Hold off on digging through that pile of emails for a minute longer by playing today’s Mini.

Three headlines and a lie

Three of these headlines from the holiday break are real and one is faker than the Champagne you popped on New Year’s Eve (we all know it was sparkling wine). Can you guess the odd one out?

  1. A Wisconsin city rings in New Year one hour too late after forgetting daylight saving time ended
  2. Olympians reveal how much Paris 2024 medals have already deteriorated
  3. It's official: Biden signs new law, designates bald eagle as 'national bird'
  4. Magnus Carlsen plays in World Blitz Chess Championship after resolving jeans controversy

SHARE THE BREW

Share Morning Brew with your friends, acquire free Brew swag, and then acquire more friends as a result of your fresh Brew swag.

We’re saying we’ll give you free stuff and more friends if you share a link. One link.

Your referral count: 2

Click to Share

Or copy & paste your referral link to others:
morningbrew.com/daily/r/?kid=303a04a9

ANSWER

We made up the New Year’s one—apologies to Wisconsin for catching strays.

Word of the Day

Today’s Word of the Day is: macabre, meaning “tending to produce horror in a beholder.” Thanks to Anne Walker from Ridgeland, SC, and several other goth-loving readers for the suggestion. Submit another Word of the Day here.

✢ A Note From Grayscale Investments

*Low fee based on gross expense ratio at .15%.

Please read the prospectus carefully before investing in the Fund. Foreside Fund Services, LLC is the Marketing Agent for the Fund.

The Fund holds Bitcoin; however, an investment in the Fund is not a direct investment in Bitcoin. As a non-diversified and single industry fund, the value of the shares may fluctuate more than shares invested in a broader range of industries. Extreme volatility, regulatory changes, and exposure to digital asset exchanges may impact the value of Bitcoin and, consequently, the value of the Fund. The value of the Fund relates directly to the value of the underlying digital asset, the value of which may be highly volatile and subject to fluctuations due to a number of factors.

         
ADVERTISE // CAREERS // SHOP // FAQ

Update your email preferences or unsubscribe here.
View our privacy policy here.

Copyright © 2025 Morning Brew. All rights reserved.
22 W 19th St, 4th Floor, New York, NY 10011

Older messages

☕ Pictures of the year

Tuesday, December 31, 2024

Pictures of the year December 31, 2024 View Online | Sign Up | Shop Morning Brew Presented By Laundry Sauce Good morning. You made it to the final day of 2024. To relive the year that was and give your

☕ Post-posts

Monday, December 30, 2024

Lessons from Free People's social posts. December 30, 2024 View Online | Sign Up Marketing Brew Presented By Salesforce It's Monday. Ahead of the New Year, we're thinking about our

☕ Phoning it in

Monday, December 30, 2024

Retailers prepare for copper-wire landlines to be discontinued. December 30, 2024 View Online | Sign Up Retail Brew It's Monday, the penultimate day of 2024, and we're still OOO hard at work

☕ Decidedly mixed

Monday, December 30, 2024

EV trends for 2025. December 30, 2024 View Online | Sign Up Tech Brew presented by Start Engine It's Monday. Electric vehicles, inevitable though they may be, are going through a bit of an awkward

☕ End of year quiz

Monday, December 30, 2024

The last fun and games until next year... December 30, 2024 View Online | Sign Up | Shop Morning Brew Presented By Pacaso Good morning. Since we close out every Brew with trivia and games, we thought

You Might Also Like

Can the U.S. outpace China in AI? Microsoft offers a blueprint

Saturday, January 4, 2025

What happens when AI teams up with a vintage drum machine ADVERTISEMENT GeekWire SPONSOR MESSAGE: GeekWire's special series marks Microsoft's 50th anniversary by looking at what's next for

Pompeiian Sugarplum

Saturday, January 4, 2025

Today, enjoy our audio and video picks. Pompeiian Sugarplum By Caroline Crampton • 4 Jan 2025 View in browser View in browser The full Browser recommends five articles, a video and a podcast. Today,

9 Things Christian Siriano Can’t Live Without

Saturday, January 4, 2025

From Camper boots to travel-size hair spray. The Strategist Every product is independently selected by editors. If you buy something through our links, New York may earn an affiliate commission.

YOU LOVE TO SEE IT: In With The Good Energy, Out With The Bad

Saturday, January 4, 2025

California looks to the renewable future, while New York probes the polluted past. In With The Good Energy, Out With The Bad By Sam Pollak • 4 Jan 2025 View in browser View in browser A wind turbine

The 6 best men’s jeans

Saturday, January 4, 2025

Lookin' good View in browser Ad The Recommendation January 4, 2025 Ad Men's jeans we love A person wearing a pair of jeans and a white tee shirt. Michael Murtaugh/NYT Wirecutter No other piece

Weekend Briefing No. 569

Saturday, January 4, 2025

The Essentialism Planner -- Systems Over Goals -- Where the Magic Doesn't Happen ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

Your new crossword for Saturday Jan 04 ✏️

Saturday, January 4, 2025

View this email in your browser Happy Saturday, crossword fans! We have six new puzzles teed up for you this week. Play the latest Vox crossword right here, and find all of our new crosswords in one

Mike Johnson Re-elected, Alcohol Labels, and Surfing a Massive Wave

Saturday, January 4, 2025

Rep. Mike Johnson was re-elected as Speaker of the House on Friday, securing the gavel on the first ballot after two GOP holdouts switched their votes before the second round of voting could begin. ͏ ‌

☕ Bye, bots

Saturday, January 4, 2025

The surgeon general warns about alcohol... January 04, 2025 View Online | Sign Up | Shop Morning Brew Presented By Incogni Good morning. The results are in: Morning Brew's Book of Crosswords is THE

Why news publishers will probably never solve their keyword blocking problem

Friday, January 3, 2025

PLUS: Bill Simmons walked so Pat McAfee could run ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏