America’s drinking habits are splitting along generational lines.
While headlines warn of a slowdown in the alcohol industry, the reality is more complicated – younger adults are drinking less, but older Americans are drinking more.
The US drinks market still generates billions of dollars and supports more than four million jobs. And despite falling overall consumption, it is not collapsing.
US alcohol consumption had fallen to its lowest level since records began in 1939, driven largely by Gen Z’s more health-conscious habits.
Some are embracing ‘nonna maxxing’ – a trend inspired by slower, more mindful living, where early nights, home cooking and moderation take priority over heavy drinking.
Gen Z still like to drink, according to the International Alliance for Responsible Drinking (IARD). Two-thirds still say alcohol is part of social occasions, and many are simply changing how and when they drink.
Trends like ‘zebra striping’ – alternating alcoholic and non-alcoholic drinks – are gaining traction, allowing people to stay social while cutting consumption.
Another shift is to day caps from nightcaps. A 2026 survey found 34 percent of legal-age Gen Z drinkers now prefer daytime drinking over late nights – protecting sleep, workouts and morning routines.
Gen Z consumers, such as Daniella Sansotta (pictured) are embracing ‘nonna maxxing’ – a lifestyle trend centred on slower, more mindful living inspired by the habits of an Italian grandmother
Gen Z consumers are turning away from drinking in favour of more health-conscious choices
Heineken has said it will cut up to 6,000 jobs globally as a result of changing tastes
Julian Braithwaite, CEO of IARD, said: ‘Moderation has gone mainstream.
‘What we’re seeing is not a decline in social drinking, but a shift toward more intentional, balanced consumption, where people are choosing when and how alcohol fits into their lives.’
Savvy bar owners and brands are meeting this trend head-on with recent launches like Absolut Tabasco, a brunch-focused vodka, and Malibu Pink, a guava-infused spirit that gives off afternoon vibes.
Bars are opening earlier, extending happy hours and expanding food and low- and no-alcohol options.
Last month, Heineken unveiled a beer with zero alcohol, zero sugar and zero calories – aimed squarely at younger, health-conscious drinkers.
The Dutch brewer pioneered the US non-alcoholic beer boom with Heineken 0.0 in 2019, which was booze-free but still had sugar and calories.
Heineken 0.0 Ultimate goes a step further and highlights how far the market is shifting.
Non-alcoholic beer has surged in recent years, with US sales rising 159 percent between 2021 and 2025, as demand for lighter options grows.
Heineken released its ‘great tasting’ alcohol-free brew, complete with zero calories and zero sugar
‘The market believes there has been a structural change,’ said Barclays analyst Laurence Whyatt.
Neighborhood bars and local venues are seeing renewed interest, particularly among younger consumers.
They are looking for cheaper, more relaxed alternatives to expensive nights out – that involve taxis, entry fees and eye-watering prices for cocktails.
More than half of Americans now consider themselves regulars at a local bar or restaurant, according to OpenTable.
But at the same time, drinking among older Americans has climbed steadily over the past two decades.
Nearly 60 percent of adults aged 55 and over now drink – up from around half in previous decades – with those over 65 now drinking at higher rates than the national average.
