Fewer Americans report drinking alcohol
Gallup’s 2025 Consumption Habits survey found just 54% of U.S. adults say they drink alcohol. That’s the lowest rate Gallup has recorded in nearly 90 years of tracking. It marks three straight years of decline, falling from 62% in 2023 and 58% in 2024. The drop is sharpest among women, Republicans, and young adults. Women’s reported drinking fell 11 points in two years, while young adults slid from 59% in 2023 to 50% today. For the first time, a majority of Americans — 53% — say one or two drinks a day is bad for health. Young adults lead this shift, with nearly two-thirds viewing moderate drinking as harmful. Women are also more skeptical than men (60% vs. 47%). Political identity matters too, with Democrats and independents showing more concern than Republicans.
Drinkers are drinking less
Even among drinkers, behavior is shifting. Only 24% say they had a drink in the last 24 hours, a record low. Average weekly consumption dropped to 2.8 drinks — the lightest level Gallup has tracked since the mid-1990s. Beer still leads as the most preferred alcohol, though gender gaps persist. More than half of men name beer as their top choice, compared to just 23% of women.
Non-alcoholic beer gains attention
Declining alcohol use doesn’t mean people are leaving beer behind. Non-alcoholic options continue to expand, meeting demand from health-conscious drinkers and younger consumers who are shifting away from alcohol. Brewers have pushed into the space with NA lagers, hop waters, and functional seltzers. For craft breweries, this segment offers a way to keep brand loyalty even when customers cut back.
How this compares to other beer data
Gallup’s findings echo broader softness seen in Beer Institute and NBWA numbers. The Beer Institute’s taxable removals show beer shipments down through 2025. NBWA’s Beer Purchasers’ Index remains below 50, signaling contraction for craft and imports. But CGA by NIQ’s on-premise report tells a more nuanced story. Draft beer has grown to 52.3% of on-premise sales by volume, gaining share even as total beer demand dips. Imports are rising on tap, while craft still leads but needs tighter curation.
Why craft breweries should care
The data points to a cautious consumer. Fewer people drink, and those who do drink less often. Health perceptions continue to shift against alcohol. National shipments confirm the pressure. Yet, taproom and on-premise opportunities remain. Draft beer is still winning in bars and restaurants, pulling more dollars per outlet than packaged formats. Craft brewers who focus on draft quality and smart tap lists can still capture growth even as overall drinking declines.
