09/11/2026
🍺 IS AMERICA FALLING OUT OF LOVE WITH ALCOHOL?
We came across this graphic comparing alcohol sales by generation, and the numbers immediately caught our attention.
But before simply sharing it as fact, we did some digging.
We have not been able to verify the original source or methodology behind the dollar amounts shown in this graphic, so we're not presenting those numbers as established fact.
What we can verify is that something interesting is happening with America's drinking habits.
Gallup reported that just 54% of U.S. adults said they drink alcohol in 2025 — the lowest percentage recorded in its nearly 90 years of tracking. That's down from 62% in 2023.
Meanwhile, IWSR reported that total U.S. beverage-alcohol volume fell 5% in 2025, including declines in b**r, w**e and spirits.
But here's where the story gets interesting.
Despite the popular belief that "Gen Z doesn't drink," newer research suggests legal-age Gen Z consumers are increasingly participating in alcohol consumption. Their habits, however, may look different — including greater moderation, different beverage choices and different social occasions.
So maybe this isn't simply a story about one generation giving up alcohol.
Maybe we're watching the culture surrounding drinking change.
Health awareness, cost, fitness and wellness culture, drinking at home versus bars, sober-curious lifestyles, nonalcoholic beverages and changing social habits could all be playing a role.
And that raises a bigger question:
Have you noticed people drinking less than they did 10 or 20 years ago?
And for our bar and restaurant owners — are you actually seeing this change at the register?
We'd especially like to hear from different generations.
Boomers, Gen X, Millennials and Gen Z: Has your relationship with alcohol changed? Why?
Keep the conversation respectful. This one could be interesting.
The Northern Arizona Times
