Americans' Drinking Remains at Record Low

The share of Americans who drink alcohol remains at a record-low 54% for the second consecutive year, down from 62% in 2023. Gallup also found 51% now believe having one or two alcoholic drinks a day is bad for their health, while 17% have substituted a nonalcoholic beer, wine or spirit for alcohol during the past year. Among drinkers, beer remains the top choice at 36%, followed by liquor at 32% and wine at 30%.

Changing attitudes toward alcohol create opportunities for businesses to rethink what they offer and how they market social occasions. Sellers can approach restaurants, bars, grocery stores, convenience stores, beverage retailers, entertainment venues and hospitality businesses about promoting nonalcoholic options, mocktails and other choices that appeal to consumers who are drinking less or not at all.