Source: Derekthompson
Gallup's 1939-present dataset shows drinking rates have fallen below previous lows. The decline cuts across demographics but concentrates among younger cohorts. For CPG giants, hospitality, and advertising, this inverts a century-long growth assumption. Younger Americans increasingly cite wellness culture and mental health as reasons for abstinence, and non-alcoholic alternatives are gaining status as products in their own right, not substitutes. The shift requires genuine product innovation, not simply alcohol-free versions of existing drinks.