A significant cultural shift is underway in American drinking habits, with a noticeable decline in alcohol consumption across various demographics, including Gen Z and Baby Boomers. This trend sees consumers increasingly choosing non-alcoholic alternatives, such as "zero alcohol" beers and wines, or turning to marijuana-based products like THC-infused drinks and edibles for a psychoactive experience.
A Gallup survey from 2025 indicates that the percentage of U.S. adults who consume alcohol has fallen to 54%, marking a historic low in nearly 90 years of tracking. This decline coincides with a growing majority of Americans viewing moderate alcohol consumption as detrimental to their health.
Concurrently, marijuana use is on the rise. A recent Gallup poll revealed that 17% of Americans currently smoke marijuana, matching a record high. Separately, 15% of U.S. adults report consuming marijuana edibles, an increase from previous years. The survey also highlighted that adults under 50 are the most frequent users of marijuana, with 23% of those aged 18-29 and 25% of those aged 30-49 reporting use.
This shift is impacting the beverage industry. One liquor distributor noted selling more zero-alcohol beer than traditional alcoholic options. Similarly, liquor stores are experiencing high demand for THC-infused beverages, with some products, like Willie's THC Infused Social Tonic, reportedly flying off the shelves faster than they can be restocked.
While Bud Light has faced sales slumps attributed to past marketing controversies, the broader trend suggests that the decline in alcohol sales is part of a larger societal move away from traditional alcoholic beverages. The increasing popularity of non-alcoholic drinks and cannabis products signals a changing preference among American consumers seeking alternative ways to socialize and relax.