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According to Gallup, only 54% of drinking-age adults in the US consume alcohol today – the lowest level since the survey began in 1939. Declines cut across every demographic, from young adults to older generations, and even those who still drink are doing so less frequently than before. The cultural shift is so significant that it’s even fuelling entirely new types of events – like Drinks with Benefits, New York City’s first zero-proof festival, taking place on September 27th. Amanda Paul-Garnier, VP of Marketing for The Daily Pour (the company behind Drinks with Benefits), spoke to FoodBev about how these changing consumer preferences are impacting the alcohol sector.

I’m struck by a paradox: despite living through multiple overlapping crises, Americans are actually drinking less. At first glance, this feels counterintuitive. Two wars are raging abroad, domestic politics are unstable, inflation is high and the US economy shows signs of strain.

In August 2025, inflation rose to 2.9%, only 22,000 jobs were added and unemployment ticked up to 4.3%. Add to that the systemic challenges that predate COVID-19, such as restaurants closing, labour shortages, lack of paid family leave and the crushing costs of childcare, and you would think people might drink more to escape.

Yet Gallup reports that the share of US adults who drink alcohol has fallen to 54% which is the lowest level in nearly 90 years of tracking. The decline has been steady for three consecutive years, suggesting this isn’t a blip but part of a deeper cultural shift.

More than generational changes

Everyone talks about Gen Z drinking less, but who is actually drinking less?

According to the Gallup study:

• Adult drinking is down 8 percentage points

• Women report an 11-point decline; men, 5 points

• Younger adults (18–24) are down 9 points; adults 35–54 are down 10 points

• The biggest drop-offs come from both ends of the income spectrum: those making under $40k, and those earning more than $100k.

Interestingly, political identity seems to play a role. Republicans’ drinking rates have fallen sharply (down 19 points, to 46%), while Democrats remain steady at 61%.

Money is a large factor in the decline, as alcohol is expensive, especially when household budgets are stretched thin, but culture is shifting too. Health consciousness is now mainstream, and consumers have more alternatives than ever, from functional beverages to alcohol-free cocktails that replicate the experience without the hangover.

Events like the Drinks with Benefits Festival, which brings together low- and no-alcohol innovators alongside traditional brands, highlight just how central this movement has become in reshaping drinking culture.

Science also plays a role. In 2023, the World Health Organization stated unequivocally that no amount of alcohol is safe for health. Ireland has since taken a historic step, becoming the first country in the world to require cancer warnings on alcohol labels, set to roll out by 2026.

Canada’s updated guidelines now advise no more than two drinks per week, down sharply from earlier recommendations. Even the US National Institute on Alcohol Abuse and Alcoholism has intensified its messaging around links between alcohol and cancer, cardiovascular disease and mental health risks.

The chorus is clear: alcohol is being reframed not just as a lifestyle choice, but as a serious public health concern. Young adults were early adopters of this belief, but it’s now gaining traction across older generations as well.

Alcohol in wider society

Personally, I love a glass of wine with dinner or an ice-cold beer on a hot day. Alcohol has been a social lubricant for centuries, there’s a reason it’s woven into rituals, meals and celebrations around the world. I don’t believe in extremes, but I also respect science.

Alcohol isn’t harmless: it disrupts biological processes, stresses our systems and increases long-term health risks. Still, I wonder: is alcohol being singled out unfairly while bigger dangers like ultra-processed foods loaded with dyes and additives fly under the radar? Which lobby has more influence in Washington: alcohol or Big Food?

In terms of the future, I don’t see drinking disappearing. It predates history and goes back more than 9,000 years, but I do believe Americans are becoming more intentional. My advice would be to listen to science, educate yourself and above all, practice moderation.

If you love that glass of wine with friends, maybe have two instead of four. If you enjoy craft beer, perhaps choose one strong pour instead of three lighter ones. Drink less, but better. And while you’re at it, pay attention to what’s on your plate as much as what’s in your glass.

At the end of the day, it’s not just about alcohol; it’s about the bigger cultural movement toward health, balance, and conscious consumption.