Young adults in the U.S. are increasingly embracing "sober-curious" lifestyles, leading to a notable shift in their drinking habits towards prioritizing quality over quantity, according to industry observers and recent data. A 2025 Gallup poll indicated that only 54% of U.S. adults consume alcohol, marking the lowest rate in the 90 years the polling organization has tracked the trend.
This decline represents a significant change from previous years, with Gallup data showing that at least 60% of Americans reported drinking alcohol from 1997 to 2023. The figure dropped to 58% in 2024 and further to 54% in 2025. This evolving consumer behavior presents a new challenge for the alcohol industry, which historically relied on young adults becoming regular, long-term customers.
Industry leaders observe that consumers, particularly Generation Z, are not necessarily aiming to drink less alcohol overall but are seeking higher-quality beverage options. Ryan Close, CEO and founder of Bartesian, a company that produces an automated at-home cocktail machine, noted this trend. He explained that consumers desire better products and are willing to pay more for them.
"I’m not gonna argue with the data, you know, they probably are drinking less alcohol. I think they’re drinking less, but with the expectation that ‘I want better,'" Close told Fox News Digital. His company, Bartesian, aims to provide premium cocktail experiences at home using real ingredients, avoiding artificial colors or flavors.
Industry research aligns with Close's observations. A January report by NielsenIQ (NIQ) identified a similar pattern, finding that 67% of spirits drinkers and 52% of average drinkers would be willing to pay more for higher-quality drinks. This research focused on on-premises consumption patterns.
Close further suggested that the motivation behind drinking is also changing. He posits that younger consumers are not drinking "for the sake of drinking" but are instead seeking shared experiences. Bartesian's product, which allows users to customize cocktail flavors, spirit types, and alcohol content, caters to this desire for a more intentional and experiential approach to consumption.
"I just think the younger generation is more intentional and it’s not about, ‘Hey, I don’t wanna drink at all,’ it’s, ‘I wanna drink better, less often, and more quality,'" Close stated.
The trend is partly attributed to the experiences of older Gen Z individuals who turned 21 during the COVID-19 pandemic, a period when bars and restaurants faced significant restrictions. This may have led to viewing the home as an extension of social venues, thereby increasing demand for premium at-home cocktail options.
Rising cocktail prices in establishments are also cited as a factor accelerating this shift. Close recounted paying approximately $24 for a martini in New York City that lacked a key ingredient, contrasting it with the significantly lower cost of making a similar drink at home for about $3 to $4. He believes this trend is not about replacing bars and restaurants entirely but about meeting a consumer demand for more deliberate choices regarding what, where, and the value of their drinking experiences.