by Amanda Milewski
Not long ago, a night out almost always meant a drink in hand, but that ritual is shifting. More people are rethinking their relationship with alcohol, opting to drink less or not at all — not because they have to, but because they want to. Whether it’s about health, clarity, cost or waking up without regrets, mindful drinking is becoming less of a fringe movement and more of a cultural reset. This shift extends beyond personal choices, nudging restaurants and bars to get creative with what’s on the drinks menu.
Over the past two decades, alcohol consumption patterns in the United States have undergone notable shifts, particularly among younger adults. Data from a July 2023 Gallup survey indicates that the percentage of Americans ages 18 to 34 who report drinking alcohol has dropped 10 percentage points in two decades, to 62% between 2021 and 2023 from 72% between 2001 and 2003. Moreover, regular drinking within this age group has decreased, with only 38% now considered regular drinkers, down from higher rates in previous decades.
Conversely, adults 55 and older have shown an increase in alcohol consumption, rising from 49% to 59% over the span of 20 years. Factors contributing to the decline among young adults include increased health awareness, changing social norms and a growing preference for alternative pursuits like cannabis.
The term sober curious was coined by author Ruby Warrington in her book of the same name, published in 2019. Those who are sober curious are exploring their relationship with alcohol and experimenting with what life and social situations are like with it and without it.
The sober curious movement, seemingly led by Generation Z, or those born between 1997 and 2012, may be driving a national decline in alcohol consumption which is impacting the alcohol producers and distributors and the bars and restaurants that serve alcoholic beverages.
For the Health of It
Drew Kalish’s livelihood revolves around alcohol as the bar manager of Oscar’s Alehouse in Eldersburg. Despite being young and spending a lot of time in a bar, he says he drinks less now than he used to due to health concerns.
A millennial (born between 1981 and 1996), Kalish admits he drank much more during college and his post-college days. He says that in years past, annual golf trips with his friends were fueled by drinking. He jokes that today, those golf trips include far less drinking and going to bed by 10 p.m.
“I feel more awake, alert, hydrated and physically ready to tackle the day if I am sober the night before,” Kalish says. Although he sometimes feels like he is the only sober attendee at weddings, for Kalish, drinking less hasn’t meant a big difference in how he socializes with family and friends. “I think it is a lot more common and accepted to drink less or not drink at all these days,” he says.
A TIME magazine article titled “Why Gen Z Is Drinking Less” suggests that this younger generation learned to socialize differently, sometimes virtually. Since alcohol is often a social drug, younger people have a different relationship with alcohol than previous generations. The article points to a U.S. Surgeon General’s advisory on the epidemic of loneliness that reports, on average, the amount of time people spent with friends in person decreased from 30 hours a month in 2003 to 10 hours a month in 2020.
For Kalish, beer is directly related to work. He earned a first-level certification in the Cicerone Certification Program, which he likens to a wine sommelier certification program but for beer. Level one “explores all different types of beer styles, proper storage, glassware, all the fundamentals,” he describes.
At last count, he had visited 45 different breweries in Maryland and, despite drinking less, still enjoyed trying new places and new beers. However, he notes that his forays aren’t as frequent. He also admits that he almost never has beer in the fridge at home.
Although Kalish’s reasons for drinking less are primarily health-related, he believes his current drinking habits have been a natural progression also due, in part, to growing older and the current climate of alcohol-free acceptance.
“There are many reasons people do not drink, and, thankfully, it is way more accepted today than it ever has been. Certain trends like Dry January, Sober October and the Hard 75 Challenge have become more popular, and I think people who go sober for a month or 75 days sometimes decide to stick with it,”
he speculates.
Carroll Businesses Adapt to a Changing Market
Of course, the downside of Americans imbibing less is that bars, restaurants, suppliers, marketers and producers of alcoholic beverages take the hit. According to a Gallup poll, although 58% of Americans reported drinking sometimes, this percentage is down slightly from the previous mark of 63% in Gallup polls dating to 1939. The spirits market declined by 2% in 2023, the first decrease in almost three decades, according to industry analyst IWSR. Beer volume sales decreased by 1% and wine by 4%.
The folks who own and operate 1623 Brewing + Craft Culture are acutely aware of the changing drinking habits. “We have seen a significant decrease in beer consumption since midway through 2023,” noted Cam McKelvin, marketing and events manager. At year’s end in 2022, 1623 brewed less than 3,000 barrels, which equals about 40,000 cases. Last year, they brewed a little more than 1,000 barrels.
Last summer 1623 added a full kitchen and created a menu featuring appetizers, sandwiches and salads as well as a weekend brunch option. They expanded the drink menu to include wine and batched cocktails, and a single mocktail — for now.
“Coming out of COVID, the marketplace has changed significantly,” McKelvin explains. “People are not staying out as late or going out as often. When they do go out, they want a full-service stop. Breweries, wineries and distilleries have had to reinvent themselves to stay viable in the marketplace. By adding the kitchen and limited bar service, we found we can highlight our beers with an emphasis on pairing styles with meals and bring enjoyment to a wider array of customers.”
The Alternatives
Kalish points to alcohol alternatives like cannabis and nicotine products as potentially contributing to the decline in alcohol consumption. Nonalcoholic beers, spirits, wine and mocktails are also gaining in popularity.
Mocktails have become a popular alternative to traditional cocktails. The mocktail (also known as spirit-free or zero-proof) industry is the one sector experiencing noticeable growth. Valued at $7.93 billion in 2024, the mocktail industry is projected to grow to $8.3 billion this year and reach more than $14 billion by 2033, according to Business Research Insights. Nonalcoholic beer has grown by 6%, still/sparkling wine by 7% and nonalcoholic spirits by 15%, according to IWSR.
Both McKelvin and Kalish confirmed that their establishments are planning to expand their mocktail offerings to meet the growing needs of this segment. With so many beverage choices — both alcoholic and not — and some even geared to dietary restrictions like gluten-free and keto-friendly, there really is something for every type of drinker and non-drinker.
“One awesome thing about sobriety in 2025 is that you don’t need a reason to be sober,” Kalish affirms. “Being sober is more accepted now than ever.”
Terms to Know
Alcohol-Free
Someone who does not drink alcohol but may partake in other recreational substances and behaviors.
Dry January
A 31-day challenge to abstain from drinking alcohol, often meant to start the new year off with a reset of drinking habits.
Mindful Drinking
A mindful drinker pays attention to how alcohol shows up in one’s life and the impact it has.
Sober
Not drinking alcohol or partaking in any recreational drugs.
Sober Curious
A person exploring one’s relationship with alcohol and experimenting to see how drinking less or not at all impacts one’s lifestyle.
Sober October
A trend where people choose to abstain from alcohol during the month
of October, often with the goal of improving health.
Zebra Striping
Alternating alcoholic and nonalcoholic drinks, like water or a club soda with lime, to manage consumption and promote hydration.
