Explore why Americans are drinking less alcohol

Gen Z is drinking less alcohol than older generations.

Total per capita US consumption of beer has dropped 30% since the 1980s

Between 2011 and 2021, AB InBev and MolsonCoors (two of the leading beer parent companies in the US) experienced a combined 17% drop in US market share. Budweiser parent company AB InBev has focused on premiumization and diversifying their product offerings in recent years to combat the losses.

The numbers on US wine consumption

Ever wonder how much wine the average American drank in 1949? Wonder no more! The answer is 0.89 gallons. That’s way less than 2022, where the number has quadrupled to 2.86 gallons. Check out this simple table that tracks average United States wine consumption from 1934 through 2022, by individuals and as a whole. American wine consumption peaked during the early pandemic but has lessened since then.

Why the craft beer industry is in decline

The trend began in 2024, when more craft breweries closed than opened, and has continued since then. Some blame the rise of canned cocktails, hard seltzers, and non-alcoholic beers, while others point to declining drinking rates for Gen Z.

The states in America that drink the most beer

Americans, in 2020, drank on average almost twenty-six gallons of beer per adult aged twenty-one or over, over the course of the pandemic.

American beer, by the numbers

This statistics-focused resource breaks down the shape of the beer industry in the US, outlining the amount of beer produced by American breweries, the state cranking out the most beer, and the states with the most breweries per capita.

The non-alcoholic wine market

A no-nonsense, stats-based exploration of the relatively new market for nonalcoholic wine. Driven by people looking to consume less or no alcohol at all, production of nonalcoholic wine has increased dramatically over the last few years. This report details the basics of nonalcoholic winemaking, as well as the current state of the market and what to expect in the future.

Craft beer is partially responsible for disrupting Budweiser’s US market share

Over the past few decades, as craft beer from smaller breweries has become more popular (as well as seltzers, light beers, and other alternatives), Budweiser’s market share has declined.

Americans are reading fewer books than in the past

A 2022 Gallup survey found that Americans are reading fewer books than ever before. An additional study found that the time people spend reading has dropped over the last 20 years. The most compelling narrative for the shift? Screens have stolen potential readers, occupying the time that they otherwise would’ve spent with books.

Tequila overtook whiskey as a top US spirits subcategory in 2023

Tequila sales in the US totaled $6.5B in 2023, surpassing whiskey's $5.3B. The shift was partially driven by premiumization, with the majority of supplier revenues coming from premium and super-premium tiers and brands.

'1440 Explores,' Episode 2: Why We Drink and What It Does to US

Alcohol is the world's most popular drug—a molecule that can calm or excite and bond communities or tear them apart. We trace alcohol's journey from ancient rituals to modern hangovers, uncover how it shaped civilizations, and dive into the neuroscience of how it affects your brain and body. With insights from leading experts, we ask: Given all that we know, why do humans continue to drink?

Alcohol use disorder is the most common addiction in the US

This comprehensive overview from the Addiction Center uses recent data from SAMHSA’s National Survey to examine the 10 most common substance dependencies in the United States. It ranks addictions from alcohol (affecting 28.3 million Americans) to barbiturates, while highlighting key trends, risks, and societal impacts.

Alcohol may be responsible for about 5% of cancer cases and 4% of cancer deaths in the US.

Illinois rolled back its happy hour legislation in 2015, opting to cap reduced-price drink sales at 15 hours per week and prohibit them after 10 pm instead

In this episode of the podcast "The Right to Drink," alcohol expert and host Jarrett Dieterle explains why some states allow happy hour while others don't. The host also dives into the fight to change happy hour legislation across the US.

The long history of alcohol and sports

Spectators have long enjoyed alcohol at sporting events, dating back at least to ancient Rome. This article unpacks how companies leveraged this history to make beer a central part of sporting events and masculine culture.

Visualizing California's wine production

While Europe has France, Italy, and Spain, the US has California. The bulk of US wine production takes place in the Golden State, accounting for roughly two-thirds of the United States’ nearly 800 million gallons produced each year. This chart compares California and United States wine production from 1995 through 2022. Production in both has been trending down for several years, partially due to extreme weather events.

Divorces in the US have been steadily declining over the past few decades

Despite these recent declines, divorce rates in the US remain between 40% and 50%. But there’s some nuance to those numbers. For instance, having a college degree makes individuals 30% less likely to divorce than those without one. People who attend church are also less likely to divorce. And prenuptial agreements are considerably likely to prevent contentious court battles.

Some US states are now revising their happy hour bans

While states like Massachusetts started banning happy hour in the 1980s as an anti-overconsumption measure, not every state has kept these bans intact. This article dives into the arguments for and against revising the happy hour ban in Massachusetts, the first state to institute such a ban.

Americans are retiring later than they used to

A Gallup poll from 2022 found that the percentage of adults between the ages of 55 and 74 who are retired is declining.

Jimmy Carter signed a 1978 bill that legalized home brewing, a move credited with kick-starting the craft beer industry.

Despite originating in America, happy hour isn't allowed in every state.

40% of Americans didn't read a book in 2025, with 19% of adults responsible for 82% of the country's book reading.

Happy hour is banned in Ireland

For a country famous for drinking a lot of alcohol, it might seem surprising that happy hours are banned in Ireland. But that reputation is exactly why the country banned happy hours in the first place—a 2010 report found that alcohol use in Ireland had doubled between the 1970s and the early 2000s. Read this article to learn more.

'Loveflation' is making dating more expensive and less frequent

A survey found that more than half of Americans are going on fewer dates due to rising costs, with 27% stopping altogether. Gen Z and millennials are the hardest hit, with 62% reporting changes in their dating habits due to inflation.

Why there's a snack recession

Inflation and economic uncertainty have driven many Americans to make cuts to their snack budgets, according to reports from major food manufacturers like General Mills, JM Smucker, and Campbell's. Major retailers have also observed lower-income consumers cutting back on nonessentials due to the macroeconomic environment.

How Prohibition changed beer

This historical survey from The Beer Connoisseur explores the breweries that survived the government's ban on alcohol production. The common denominator? They all pivoted their business models.

In the 1920s, Prohibition helped cement tipping norms in the US

During Prohibition, restaurants lost significant revenue, given that they could no longer legally serve customers high-margin alcohol. As a result, many of these restaurants leaned more heavily on tips to ease the financial pressure of paying employees.

72% of Americans say tipping is now expected in more places than it was 5 years ago

This change has been driven by multiple factors, including point-of-sale systems from fintech companies such as Square that prompt customers for tips directly. Americans also increased tipping during the pandemic in an effort to support local businesses struggling financially due to a lack of physical foot traffic.

Alcoholics Anonymous leads to increased abstinence compared with other treatments

That's according to a 2020 meta-review of 27 studies. This large analysis found that Alcoholics Anonymous had between 22 and 37 percent abstinence numbers as compared to other treatments that had figures of about 15 to 25 percent. AA was founded in 1935, in Ohio, and depends on peer connections and consistent meeting availability. (Some users may experience a paywall.)

30% of Americans make New Year's resolutions

The practice is more popular among younger people: In a Pew Research Center study, nearly half of people under 30 reported making at least one resolution. The majority of Americans (of all ages) who didn’t make resolutions said they simply don’t like the tradition.

Roughly 75% of Americans report feeling okay financially

Since 2022, fewer Americans report feeling worse off financially, moving from 35% in 2022 to 28% in 2025. Likewise, the number of Americans who reported feeling better about the economy is up 4% from 2022. More than 90% of Americans cite price increases as their biggest financial concern.

How did the pandemic affect mental health?

Read this research brief to learn more about why heightened mental health and substance use concerns persist three years after the outbreak of COVID-19. According to a recent survey, the vast majority of American adults view the nation as facing a...

How the federal income tax affected Prohibition

In the early 1900s, 30% to 40% of government tax revenue came from liquor, wine, and beer, a reliance that made Prohibition seem like a fiscal impossibility. But the passage of the federal income tax in 1913 changed the calculus, which helped allow the government to ban alcohol production and sales.

A blind taste test in 1976 determined that California produced better wine than France in a decision known as 'the Judgment of Paris' that realigned the wine world.

US depression rates at historic high among adults

More than 18% of US adults reported that they currently have or are being treated for depression in both 2024 and 2025. In the 2025 survey, more than 11,000 adults were surveyed. The numbers have ticked upward since 2015—by about 8 percentage points—with most of the increase occurring from the 2020 pandemic onward.

Nearly 9 in 10 Americans were annoyed by tipping as of 2025

That’s a sharp increase from the 75% who thought tipping culture had gone too far in 2024. One potential culprit? The proliferation of tipping screens in places outside sit-down restaurants, such as coffee shops and hair salon. Three in 10 Americans say they give less when presented with tipping screens.

We may never know if Americans are now lonelier than ever before due to limited data

Formal data collection on loneliness is recent, limiting historical comparisons from before the year 2000. That means statements about how people are more lonely than ever before are difficult to prove or disprove.

During Prohibition, 'happy hour' became the go-to term for illegally having a drink after work before heading to dinner

This article provides a timeline of happy hour’s shifting shape in US culture, from the first recorded happy hour on a US Naval ship to today’s happy hours that sometimes include non-alcoholic beverages. It also details how prohibition actually helped establish the tie between alcoholic beverages and happy hour.

See who Americans spend time with over their lives

Time with friends peaks in the teens and falls sharply by the 30s, while time with coworkers dominates middle age. After retirement, both nearly vanish, and time spent alone climbs steadily to nearly 8 hours a day by age 80.

Marriage rates are declining, especially in the richest countries

89% of the world’s population now live in countries with falling rates. Increasing costs of living, the financial burden of starting a family, and the rise of secularism are some of the key factors reducing marriage rates among the less affluent.

George Washington had a recipe for 'small beer,' a low-alcohol beer that was once safer than drinking water.

Anheuser-Busch sold half of its real estate holdings to survive Prohibition

The Budweiser parent company also created and sold out more than 25 different nonalcoholic products during this time, including but not limited to infant formula, frozen eggs, and specialized coffees and teas.

In 2013, consumers reportedly purchased more beer on Cinco de Mayo than on Super Bowl Sunday or St. Patrick's Day

Beginning in the early 1980s, breweries positioned Cinco de Mayo as a "Mexican St. Patrick's Day," sponsoring events and targeting Latino consumers. Anheuser-Busch and Miller created Hispanic marketing departments, while Coors spent over $60 million marketing to Latino consumers.

How winemaking has changed throughout history

Winemaking is an ancient practice, and researchers continue to find evidence that this ritual came even earlier than previously estimated. This article outlines five key turning points in wine’s history, from the fermentation of fruit by our primate ancestors to today’s increasingly popular “New World” wine. Discover the fascinating scientific and cultural factors that led to wine’s changes in flavor and increased symbolic importance.

In 1639, Puritans in the Massachusetts Bay Colony banned toasting

Like the Anglo-Saxons and the ancient Greeks before them, the American colonists tended to party when they got to toasting. That led to a 1639 law banning the practice, which they viewed as excessive and superstitious. Alcohol remained legal, but the hope was that banning toasting might reduce excessive drinking.

Massachusetts banned happy hour in 1984 during a surge in advocacy around preventing drunk driving

Massachusetts was the first US state to ban happy hours. The ban, which prohibits selling discounted drinks during designated times, occurred after a 20-year-old woman died in a drunken driving accident in Braintree, Massachusetts.

Why young people in the UK are hanging out at saunas

In the UK, Finnish-style saunas doubled from 45 to over 100 in 2024. This recent surge is driven by young people seeking healthy and affordable spaces to meet others and socialize. While Gen Z also turns to sobriety more due to costs and health concerns, these rejuvenating leisure spots are providing a perfect home to alcohol-free gatherings. Read more about the rising trend here.

Beer companies turned Cinco de Mayo into a mass consumer event in the 1980s

Starting in the early 1980s, breweries including Anheuser-Busch, Miller, and Coors created Hispanic marketing departments and sponsored Cinco de Mayo events. By 2003, American beer companies spent over $5M annually on Cinco de Mayo advertising. Some users may experience a paywall.

Colonial America imported brides for their beer brewing skills

Life in the New World's English colonies was hard, so it's easy to see how these colonizers might've wanted to reach for a cold one more often than not. This article explains how beer brewing became one of the most critical skills expected in imported English wives.

Most Americans are now dying at home, reversing 20th century trends

For most of the 21st and 20th centuries most Americans died in hospital settings. But in 2016, home-based deaths overtook hospitals; most Americans are now dying at home, likely fueled by individual preferences to die at home or to receive at-home palliative care.