The percentage of U.S. adults who regularly consume alcohol has fallen to 54% in 2025 and 2026, marking the lowest level recorded since 1939, according to Gallup polls. This represents a significant decline from 62% in 2023 and 58% in 2024, with the overall number of U.S. Americans consuming alcohol shrinking by 12.90% since 2023.

This sustained decline in alcohol use is reshaping the beverage industry, forcing closures of established businesses and driving a substantial increase in the market for non-alcoholic alternatives. The shift impacts businesses ranging from craft breweries to historic wineries, while new opportunities emerge for healthier beverage options.

U.S. Alcohol Consumption Hits Record Low

Data from Gallup reveals a consistent drop in self-reported alcohol consumption among U.S. adults. After registering 62% in 2023, the figure decreased to 58% in 2024 and settled at 54% in both 2025 and 2026. This 54% rate ties the previous record low from 2025 and is the lowest point since Gallup began tracking these habits in 1939. Total consumption of beverage alcohol across the United States declined by 5% during 2025, with beer and wine volumes each falling by 6% and spirits by 4%.

Industry Feels the Impact

The decline has created challenges for the alcohol industry. In 2024, for the first time since 2005, the number of brewery closures in the U.S., at 529, exceeded new openings, which totaled 430. Oregon's beverage sector has been particularly affected, with craft beer sales decreasing by 4% over two years and wineries reporting a 16% decline in 2025. Approximately 100 breweries, taprooms, and brewpubs, along with 70 wineries, have closed in Oregon since the pandemic began. In California, the oldest family-run winery, Gundlach Bundschu, filed for bankruptcy protection in September 2026. Multiple other California wineries also closed or reduced operations in late 2025 and early 2026.

Shifting Consumer Behavior

Several factors contribute to these trends. Increased consumer health consciousness and lifestyle changes play a role. Initiatives like “Dry January” saw 30% consumer participation in 2025, a 36% increase from 2024. Younger generations, specifically Gen Z and Millennials, show significant drops in alcohol consumption. However, alcohol use among adults aged 50-64 is reportedly rising, contrasting with the general decline. A majority of Americans, 51%, now believe that consuming one to two alcoholic drinks daily is detrimental to health.

Non-Alcoholic Market Sees Growth

Conversely, the non-alcoholic beverages market is experiencing robust expansion. It is projected to grow from USD 1.22 trillion in 2025 to USD 1.29 trillion in 2026, with forecasts reaching USD 1.69 trillion by 2031. Global consumption of non-alcoholic beverages surpassed 2.2 billion liters in 2024 and is expected to exceed 2.8 billion liters by 2026. IWSR anticipates non-alcohol volumes to increase by 36% between 2024 and 2029, driven by consumer demand for healthier options and product innovation.

What we could not confirm

PrimaryBrief could not confirm the specific causal factors leading to the reported rise in alcohol consumption among adults aged 50-64, as researchers noted they did not examine these specific causes.