US Alcohol Consumption Hits Record Low Amid Wellness Shift
A new Gallup poll finds U.S. drinking at record lows, a shift unfolding alongside growing health consciousness, early research linking GLP-1 use to reduced alcohol cravings and the rapid rise of non-alcoholic beer
Last call may soon take on a new meaning, as U.S. alcohol consumption falls to a record low, with 53% of Americans now viewing moderate drinking (defined as one or two drinks a day) as bad for health, according to new Gallup findings.
Gallup’s annual Consumption Habits survey, conducted July 7–21, found American drinking habits are shifting at a pace the polling firm says is unmatched in nearly 90 years of tracking, with the share of adults who drink dropping to 54%, the third consecutive annual decline.
Leading the shift are young adults ages 18 to 34, whose drinking rate fell from 59% last year to just 50%, now below that of middle-aged and older adults for the first time.
Gallup’s findings come at an interesting time, as the non-alcoholic beer market is projected to reach $34.97 billion by 2032, and the advent of GLP-1 medications, which some early research suggests could curb alcohol cravings, may be nudging more consumers to drink less or abstain altogether.
According to the survey, women’s drinking rates have dropped sharply, down 11 points in a year to 51%, while men’s fell 5 points to 57%. Additionally, among drinkers, both frequency and volume are declining: just 24% said they had a drink in the past 24 hours, the lowest on record, and average weekly consumption has fallen to 2.8 drinks, the lowest since 1996. Beer remains the most popular alcoholic beverage, but preferences differ by gender, with men far more likely to choose beer and women more likely to opt for wine.
The alcohol-free shift in attitudes isn’t happening in a vacuum. As more Americans cut back on drinking, the market for alternatives appears to be more than a passing trend. Non-alcoholic (NA) beer sales grew 22% in the first four months of 2025, according to Beer Institute Sales-to-Retailer Program data, while a Beer Institute–commissioned survey found 61% of consumers would consider NA beer that tastes like their favorite, and 57% would stay longer at a bar or restaurant with a wider NA selection.
The wellness movement and sober-curious culture, especially among Gen Z, are also fueling demand for zero-proof spirits, mocktails and functional beverages from both startups and established liquor brands. The trend is increasingly visible at bars and restaurants nationwide, where menus now feature NA beer, botanical tinctures and inventive alcohol-free cocktails alongside traditional offerings.
The trend has also sparked one entrepreneur’s idea to open a new kind of social space: The Maze, an upcoming New York City alcohol-free members club. Founded by Justin Gurland, The Maze is designed for the sober-curious and alcohol-free community and will feature a New American restaurant, coffee bar, lounges and event spaces for wellness, connection and personal growth programming.
Meanwhile, legacy beer players like Heineken, Sam Adams, Corona and Guinness, along with newer entrants, are moving fast to claim their share of the growing zero-proof market.
Earlier this month, León Y Sol debuted NeQuila, billed as the world’s first non-alcoholic tequila made from real tequila that’s been carefully stripped of its alcohol. Josh Cellars, a top-selling premium wine brand in the U.S., recently rolled out its first non-alcoholic offering nationwide after a successful regional debut. Celebrity-backed brands are also entering the space: skateboarding legend Erik Ellington, drawing on 11 years of sobriety, has launched Easy Does It, a light non-alcoholic beer. Ellington joins a growing roster of public figures investing in NA beer, including Tom Holland’s Bero.
Reigning as the category leader, Athletic Brewing, one of the first breakout brands in the NA beer movement, has grown into America’s largest dedicated non-alcoholic brewer. In February, Athletic signed a multi-year deal to become the official NA beer partner for more than 100 Live Nation concert venues and festivals, including Bonnaroo and BottleRock, and recently renewed its partnership with Arsenal F.C. after NA beer sales at Emirates Stadium more than doubled year-over-year.