For cultural, social, and sanitary reasons, humans have been imbibing alcohol for thousands of years. From working its magic as a “social lubricant” to being labeled safer to drink than water during certain periods throughout history, alcohol’s place in human history has shaped our social interactions, our cultural and religious customs, and our health outcomes. That said, over the last 50 years or so, more studies around the dangers of alcohol habits, even in moderate amounts, have emerged and made headlines. Most recently, the U.S. Surgeon General issued a new Advisory on the link between alcohol and cancer risk.
Is America launching a “War on Alcohol” or is science finally waking folks up to the fact that alcohol is a toxin? Whatever it may be, a cultural and social shift toward healthier habits resulted in wine sales shrinking and Americans consuming less beer than they had in a generation in 2023 (Alcorn, 2024). Gone are the days of the two martini business lunches; instead, trends like Dry January, a rise in mocktails, and sober curiosity have crept into the social discourse. Let’s take a look at the science, trends, and shifts shaping this new era of alcohol consumption in the U.S.
Science Says: Abstain from Alcohol
The World Health Organization (WHO) has long stated that alcohol is linked to over 200 diseases and conditions, including “…at least 30 health conditions that would not exist without alcohol consumption, such as alcoholic liver disease, fetal alcohol spectrum disorders, alcoholic pancreatitis or alcohol poisoning,” as well as seven types of cancer (2024). In a recent news report released by the U.S. Department of Health and Human Services, it says: “…about 100,000 alcohol-related cancer cases and about 20,000 alcohol-related cancer deaths [occur] annually. Cancer risk increases as alcohol consumption increases. For certain cancers, like breast, mouth, and throat cancers, evidence shows that the risk of developing cancer may start to increase around one or fewer drinks per day” (2025).
With new warning labels set to show up on booze bottles, this messaging may prove to be more of a drinking deterrent. But these findings aren’t new. Public health officials have long told us of the detrimental effects of alcohol use. The liquid depressant is a dehydrant that can throw our body into a tizzy. The negative connection between alcohol consumption and cardiovascular health has been widely documented, and it’s not just heavy drinking or binge drinking that can do damage. Even small amounts of alcohol can have big impacts, such as reducing brain size, affecting our sleep, and more. Yet, despite all these findings, alcohol has steadily remained a socially and legally acceptable drug.
The Big Tell: A Timeline of Consumption
While the science has continually harped on the unhealthy nature of alcohol consumption, 62% of Americans still say they drink alcohol, with adults ages 35 to 54 being the age group with the highest consumption (66%), followed by adults over the age of 55 (61%) (Schaeffer & Desilver, 2024). Furthermore, “…those with a college degree, those with household incomes of $100,000 or more, and those who attend church less than once a week…[were] more likely than other Americans to drink alcohol” (Schaeffer & Desilver, 2024).
Despite the data that shows the majority of Americans still drink, there has been a steady decline over the last 50-odd years in Americans’ consumption of alcohol along with shifts in perspective, leading specific age groups to cut back or opt-out completely.
1970s–1980s: Peak Consumption
Oh, the time of the two martini business lunches. Cocktails abound! During the 1970s, 71% of American adults said they drank alcohol (Schaeffer & Desilver, 2024). A decade later, in the 1980s, alcohol consumption in the U.S. peaked, per-capita, at 3.28 gallons (about 700 standard drinks) per year (Schaeffer & Desilver, 2024).
1990s: A Dip in Sipping
In the late 1990s, alcohol consumption was still common; however, it was not nearly as high as the previous decades. It bottomed out at 2.45 gallons per person (about 523 drinks) (Schaeffer & Desilver, 2024).
2000–2023: Shifting Drinking Trends
Since 2000, a decline in drinking has occurred worldwide and, in the U.S., the share of adults under 35 who drank dropped from 72% between 2001 and 2003 to 62% from 2021 to 2023 (Saad, 2023). Moreover, alcohol use during work hours and in the workplace has declined, with some companies banning alcohol use in connection to social work events completely.
Present: Sober Curiosity and the Mocktail Era
Whether it was being cooped up inside and faced with our alcohol habits head-on during the COVID-19 pandemic or taking heed in response to all the health warnings, the decline in drinking has continued. Specifically, “Young adults are particularly concerned that moderate drinking is unhealthy, with 52% now holding this view, up from 34% five years ago” (Saad, 2023).
Interestingly enough, while alcohol use has declined, there’s been an increase in marijuana use in recent years, which could be a factor in the declining interest in alcohol. And it’s not only younger people—cannabis use is popular among older adults age 50+. But out of all the generations, Gen Z is the one leaning into sober curiosity the most, as they’re drinking less alcohol than previous generations (Burga, 2025).
The Fall of the Cocktail, the Rise of the Mocktail
While overall alcohol consumption has remained relatively steady, it’s clear that who’s drinking and how drinking is regarded has changed. This trend toward decline, specifically with the younger generations, shows that our perception of alcohol is changing—and it’s continuing to change in ways that align with the overall health advice around alcohol use.
That said, one’s relationship with alcohol is complex. Why we drink and how we choose to drink, if at all, is influenced by generational upbringing, social customs and influence, religious reasons, finances, education, and more. It can affect us and those around us physically, mentally, and emotionally. The presence of alcohol in our society runs deep, so it’ll be some time before we take up our pitchforks and chase alcohol out of our homes, social gathering places, and menus for strictly health reasons—if ever.
But, in the coming years, who knows? Maybe Dry January won’t just be a month-long trend, but a sustained habit practiced all year long by more and more people. As more research puts into motion public health practices that educate individuals on alcohol’s full-body and negative long-term effects, public perception and habits may shift another degree. Maybe more people will choose to sip on summer mocktails instead of light beers or opt for non-alcoholic drink choices to keep them hydrated over remedying a hangover the next morning. Whatever the future may hold, one thing’s for certain: how we are imbibing is changing, and the trend is set to better our collective health.
References
Alcorn, T. (2024, July 24). Alcohol Industry Panics as Healthier Habits Cut Sales. Think Global Health. https://www.thinkglobalhealth.org/article/alcohol-industry-panics-healthier-habits-cut-sales.
Burga, S. (2025, January 1). Why Gen Z Is Drinking Less. Time. https://time.com/7203140/gen-z-drinking-less-alcohol/.
Saad, L. (2023, August 22). Young adults in U.S. drinking less than in prior decades. Gallup.com. https://news.gallup.com/poll/509690/young-adults-drinking-less-prior-decades.aspx.
Schaeffer, K., & Desilver, D. (2024, January 3). 10 facts about Americans and alcohol as ‘Dry January’ begins. Pew Research Center. https://www.pewresearch.org/short-reads/2024/01/03/10-facts-about-americans-and-alcohol-as-dry-january-begins/.
U.S. Department of Health and Human Services. (2025, January 3). U.S. Surgeon General Issues New Advisory on Link Between Alcohol and Cancer Risk. HHS.gov. https://www.hhs.gov/about/news/2025/01/03/us-surgeon-general-issues-new-advisory-link-alcohol-cancer-risk.html#:~:text=Cancer%20risk%20increases%20as%20alcohol,or%20fewer%20drinks%20per%20day.
World Health Organization. (2024, August 21). Alcohol use. World Health Organization. https://www.who.int/europe/news-room/fact-sheets/item/alcohol-use#:~:text=Alcohol%20is%20a%20toxic%2C%20psychoactive%20substance%20linked%20to%20over%20200,the%20higher%20the%20risk%20becomes.
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