Generation Z Chooses a 'Sober Life': U.S. Alcohol Consumption Falls as Beverage Inventories Rise

U.S. Alcohol Consumption Drops for the First Time Since COVID-19
Gen Z Drinking Down 5%, Millennials' Heavy Drinking Down 17%
Heavy Drinking Surges 36% Among Ages 50-64 Over Six Years
Wine and Whiskey Producers Face Inventory Pressures

The alcohol consumption rate in the United States has declined for the first time since the COVID-19 pandemic. Notably, Generation Z and Millennials have rapidly reduced their drinking, leading the overall decrease in alcohol consumption. In contrast, among those aged 50 to 64, heavy drinking increased significantly compared to the pre-pandemic period, highlighting stark generational differences in drinking patterns.

This shift, driven mainly by the younger generation, is burdening the U.S. alcoholic beverage market. With decreased wine consumption, inventories are piling up across production and distribution channels, and American whiskey makers are also facing record-high inventory levels.

Alcohol consumption rates in the United States have declined for the first time since the COVID-19 pandemic. Notably, Millennials and Gen Z have rapidly reduced their alcohol intake, leading the overall decrease in drinking rates. The photo is not related to the specific content of the article. Photo by AP Yonhap News.

On September 22, Yonhap News cited a research team at the Keck School of Medicine at the University of Southern California (USC), reporting that the drinking rate among American adults declined for the first time between 2022 and 2024. The results were published in the international journal Annals of Internal Medicine. Professor Brian Lee and his team analyzed data from 114,352 adults who participated in the National Health Interview Survey (NHIS) in the U.S. between 2018 and 2024. They found that the proportion of people who drank alcohol at least once in the past year decreased by about 2% between 2022 and 2024, while the rate of heavy drinking dropped by more than 8%. This represents the first recorded dip in alcohol consumption in the U.S. since the onset of the COVID-19 pandemic. However, as of 2024, the drinking rate still remains higher than in 2018, prior to the pandemic.

'Sober Curious' Trend Leads to Reduced Alcohol Use among Young Adults

The downward trend was especially pronounced among young adults. Among Generation Z adults, the drinking rate fell by over 5% from 2022 to 2024, the largest drop of any age group. The rate of heavy drinking among Millennials decreased by 17% over the same period. For men, the overall drinking rate fell by 2.4%, while for women, it dropped by 1.1%. The decline in heavy drinking was greater among women (9%) than men (7.7%).

The "sober curious" movement among young people is coinciding with a simultaneous slowdown in demand and inventory issues in the U.S. alcoholic beverage industry. Photo by AP News Agency

The researchers did not directly identify the reasons for the decline in drinking among the younger generation. However, it is suggested that the rise of the so-called 'Sober Curious' culture—where people consciously reflect on and reduce their alcohol consumption, or abstain for a period rather than quitting entirely—and increased awareness of health risks associated with drinking, may have played a role.

In fact, among young Americans, practices such as 'Dry January,' where people abstain from alcohol for a set time, as well as the choice of non-alcoholic or low-alcohol beverages, are on the rise. A separate study of American emerging adults found that about half of those who participated in a temporary abstinence program continued to drink less than before even after the program ended.

In contrast, the opposite trend was observed among older adults. For those aged 50 to 64, the rate of alcohol consumption increased by about 4% from 2018 to 2024, while the rate of heavy drinking soared by more than 36%. The researchers expressed concern about these trends, noting that as people age, the risk of alcohol-related diseases such as liver disease, certain cancers, and cardiovascular conditions increases even at the same level of consumption.

Professor Lee commented, "It is encouraging to see a decrease in drinking for the first time since the pandemic," but added, "We must not allow the overall decline to obscure increased risks among specific groups." There is also some speculation that substitution with other substances, such as marijuana, could be contributing to the observed decline in alcohol use among young people.

Sluggish Wine Demand and Record-High American Whiskey Inventories

The movement toward 'non-drinking' among the younger generation is coinciding with simultaneous demand slowdown and inventory issues in the U.S. alcoholic beverage industry. According to the "2026 U.S. Wine Industry Status Report" released this year by Silicon Valley Bank (SVB), wine sales in the U.S. in 2025 are estimated to be approximately 329 million cases, a decrease of about 2% compared to 335.9 million cases the previous year. Sales revenue also dropped by 1.6%, from USD 75.5 billion to about USD 74.3 billion. SVB analyzed that the U.S. wine market has entered a multi-year period of "demand adjustment."

Amid the younger generation's movement toward 'non-drinking,' the U.S. alcohol industry is simultaneously facing demand slowdown and inventory issues. According to the "2026 U.S. Wine Industry Status Report" released this year by Silicon Valley Bank (SVB), U.S. wine sales in 2025 are expected to decrease by approximately 2% to about 329 million cases from 335.9 million cases the previous year. Reuters Yonhap News

Inventory pressures are also significant. According to SVB, 15% of wineries reported that their wine stocks greatly exceeded expected demand, while 44% said they had somewhat more inventory than needed. In total, this means 59% of surveyed wineries are holding more wine than necessary. SVB noted that this oversupply remains a structural burden throughout the supply chain, from producers to wholesale and retail distributors.

The situation has shown little improvement so far this year. According to the Wine & Spirits Wholesalers of America (WSWA), U.S. sales volumes for wine and distilled spirits in the 12 months leading up to June 2026 declined by 6.5% year-on-year. The decline was 8.2% for wine and 4.9% for distilled spirits. While the pace of decline has recently slowed, the industry believes that it is still too early to declare a clear market recovery.

The whiskey sector faces similar challenges. According to the Distilled Spirits Council of the United States (DISCUS), American whiskey inventories have tripled since 2012, reaching approximately 1.5 billion proof gallons by the end of 2024. In contrast, domestic sales of whiskey in 2024 totaled about 58 million proof gallons, with exports around 45 million proof gallons. Given that whiskey requires aging, a certain level of inventory is necessary; however, the council cited the recent rise in inventories to record highs amid slowing domestic sales as a major source of concern.

The whiskey industry is facing similar concerns. According to the Distilled Spirits Council of the United States (DISCUS), American whiskey inventory has tripled since 2012, reaching approximately 1.5 billion proof gallons by the end of 2024. Reuters Yonhap News

Brown-Forman, which owns the iconic Jack Daniel's brand, has also recently reported sluggish demand for alcoholic beverages in the United States and other major developed economies. The company cited several factors affecting alcohol consumption, including increased consumer spending burdens, growing attention to calorie intake, and the rise of weight loss drugs. However, it is difficult to conclude that the decline in U.S. alcohol consumption directly triggered inventory increases in wine and whiskey. This is because multiple factors, such as reduced consumer purchasing power and rising prices due to inflation, inventory adjustments in distribution networks, production expansion during the COVID-19 period, and changes in the trade environment, have all played a role simultaneously.

In particular, if the trend of younger generations—who will be the main consumers of the future—drinking less than previous generations persists, there is a growing likelihood that the U.S. wine and whiskey industries will need to overhaul their production volumes, brands, and distribution strategies, not just as a cyclical response but as a fundamental shift.

This content was produced with the assistance of AI translation services.