A Generational Shift in Drinking: From Beer to Beyond
Walk into almost any restaurant or brewery along the Suncoast and you’ll notice something: the crowd isn’t drinking like it used to. Sure, there are still the familiar clinks of pint glasses and the occasional toast over a bottle of wine, but the mix has changed. Younger folks are ordering mocktails, sparkling waters, or even THC-infused seltzers. Beer still flows, but the taps aren’t quite as busy as they once were.
This isn’t just anecdotal. National numbers confirm it. A Gallup survey earlier this year reported that only 54% of Americans say they drink alcohol, the lowest share since the 1930s. For young adults under 35, the drop is even more dramatic—down from about 72% twenty years ago to around 62% today. At the same time, marijuana use has steadily ticked upward, and cannabis-based drinks are starting to appear at after-work happy hours.
Why the Decline?
If you ask a Gen Zer why they’re skipping the second round, the answers usually circle back to health. They’ve grown up hearing more about alcohol’s risks, and many are skeptical that even a glass of wine a day has benefits. In fact, a majority of adults now say moderate drinking is bad for their health.
Price plays a role, too. A six-pack of craft beer isn’t cheap anymore, and with housing costs, student loans, and inflation weighing heavier on younger wallets, alcohol is an easy place to cut back.
Then there’s substitution. In states where marijuana is legal, cannabis is often filling the role beer once played. Non-alcoholic craft beers and clever mocktails are also making it easier to socialize without drinking. In a way, this generation isn’t giving up fun—they’re just finding different ways to have it.
And here’s the kicker: the costs line up with their choices. At the bar, a bottle of Modelo Light might run $4–$5. A CBD seltzer or handcrafted mocktail? Often $8–$12. Yet young people are still buying the pricier option. They’re literally putting their money where their mouth is, paying more for something that fits their values of wellness and moderation.
Beer’s Business Hangover
The beer industry has noticed. Shipments in the U.S. totaled about 192 million barrels in 2023, but overall volume declined about 1%. Craft beer, once the darling of millennials, has flattened out and even slipped—down about 4% last year. Yet the picture isn’t all bleak. Non-alcoholic beer is booming, ready-to-drink cocktails are growing, and premium brands are holding up.
Even so, there’s no denying that beer is losing some of its grip on the social calendar. That has ripple effects for local venues, bars, and events. Here on the Gulf Coast, suppliers like Gold Coast continue to stock restaurants and entertainment hubs with the full range—from domestic light beer to specialty imports. But increasingly, those same suppliers are also fielding requests for low-alcohol and non-alcoholic options, because owners don’t want to leave younger customers out.
Generational Preferences
• Gen Z: The least likely to drink. When they do, they lean toward lighter, flavored, or novel beverages, often in smaller quantities. Cannabis is more accepted in their social circles.
• Millennials: They still drink, but more thoughtfully. They’re often label-readers, preferring quality over quantity, and many balance their drinking with health and wellness priorities.
• Gen X & Boomers: They tend to stick with tradition—beer, wine, or a favorite spirit. Interestingly, older adults today are just as likely, or in some cases more likely, to drink than their parents were at the same age.
The lesson? Our habits evolve with what we learn and experience. Boomers came of age when beer was practically a rite of passage. Millennials got swept up in the craft-beer boom. Gen Z is shaping the low- and no-alcohol wave.
A Healthier Mindset
None of this means the party is over. It just means moderation is the theme. And in many ways, that’s a good thing. A night out that ends with everyone safe, hydrated, and ready for a Saturday morning run—or even just a clear head at the farmer’s market—sounds like progress.
USA Today recently ran stories highlighting this shift, noting how health-consciousness is changing American nightlife and how alcohol companies are scrambling to meet new tastes. These aren’t fads—they’re trends rooted in lived experience. Families have seen alcohol misuse up close, and many younger people simply don’t want to repeat those mistakes.
Community, Connection, and a Toast in Moderation
Here on the Suncoast, drinks have always played a role in how we gather. Charity events, festivals, polo matches, and even church socials often include a glass of wine or beer. A few drinks, in moderation, can help open wallets for worthy causes. Gold Coast and other regional distributors help make sure local restaurants and venues can deliver on those expectations, stocking everything from traditional lagers to sparkling water.
The point isn’t to shame or scold. It’s to recognize that community and connection matter more than what’s in the cup. Whether it’s a Modelo Light, a cucumber mocktail, or a CBD seltzer, what really matters is raising a glass together—responsibly—and keeping the spirit of generosity alive. And I’ll admit, I know I raise the paddle a little higher for a good cause when I’ve got a refreshing beverage in hand.
Looking Ahead
The story of alcohol in America is being rewritten one generation at a time. Gen Z may not drink like their parents did, but they’re still finding ways to celebrate, connect, and support good causes. Millennials are balancing wellness with wine night. And Boomers still know the joy of a cold beer after a long day.
For businesses, that means adapting—offering more variety, more moderation, and more transparency. For the rest of us, it’s a reminder that how we drink changes with who we are and what we’ve lived through.
So the next time you’re out at a fundraiser or local concert and someone orders a $10 CBD spritzer while you stick with your $5 light beer, remember: the important part isn’t the drink—it’s the moment shared. That’s one tradition every generation can agree on.
Evan R. Guido, Senior Wealth Advisor, is the Founder of Aksala Wealth Advisors LLC, a 2026 Forbes Best in State Wealth Advisor, a 2018 Forbes Top Next-Gen Advisors award recipient. Evan heads a team of financial strategists for clients who consider themselves the “Millionaire Next Door.” He can be reached at 941-500-5122 Aksala.com eguido@aksalawealth.com 6260 Lake Osprey Dr. Lakewood Ranch, FL 34240. Securities offered through Cetera Wealth Services, LLC member FINRA/SIPC. Advisory Services offered through Cetera Investment Advisers LLC, a registered investment adviser. Cetera is under separate ownership from any other named entity. The views and opinions presented in this article are those of Evan R. Guido and not of Cetera or its subsidiaries. These opinions are based on Evan’s observations and research and are not intended to predict or depict performance of any investment. These views are subject to change based on subsequent developments. Information is based on sources believed to be reliable; however, their accuracy or completeness cannot be guaranteed. These views should not be construed as a recommendation to buy or sell any securities and purely for education and entertainment. Past performance does not guarantee future results. The Top Next Gen list includes 250 rising advisors who help manage over $490 billion in client assets. Each advisor was nominated by their firm, then vetted and ranked by SHOOK Research. The rankings, developed by SHOOK Research, are based on an algorithm of qualitative criterion, mostly gained through telephone and in-person due diligence interviews, and quantitative data. Those advisors who are considered have a minimum of four years' experience and the algorithm weighs factors like revenue trends, assets under management, compliance records, industry experience and those that encompass the highest standards of best practices. The Forbes ranking of Best-In-State Wealth Advisors, developed by SHOOK Research, is based on an algorithm of qualitative data, rating thousands of wealth advisors with a minimum of seven years' experience and weighing factors like revenue trends, assets under management, compliance records, industry experience, and best practices learned through telephone and in-person interviews. Portfolio performance is not a criteria due to varying client objectives and lack of audited data. Neither Forbes nor SHOOK receive a fee in exchange for rankings. Listings in these publications and/or awards are not guarantees of future investment success. These recognitions should not be construed as endorsements of the advisor by any clients. No compensation was provided directly or indirectly by the recipient for participation or in connection with obtaining or using these third-party ratings or award.