Was the Covid era peak alcohol?

[MightyGiants]

It's kind of funny, when I watch shows and movies from the 60s and 70s I am amazed at how much alcohol they consume.  You come visit someone in the afternoon; they offer you hard liquor to drink.  The 3 martini lunch was a standard to strive for.

Many young people are simply not consuming or consuming at much lower levels than their parents and their generation.

Some site the health benefits and how they feel better.

Others are concerned as we went from a drink a day is good for you to alcohol is bad and it can cause cancer.

Others have opted for legalized marijuana as an alternative.

Hell, TV shows will even issue warnings that there is alcohol consumption in a show.

It seems drinking may be going the way of smoking (or perhaps even a bigger decline).  Where once smoking was so commonplace,it took place in hospitals, job sites, restaurants, and even football locker rooms, it's no relegated to isolation outside. 

While I don't think alcohol will be regulated, I think we will be seeing a slow decline in drinking, at least here in the US.  It's funny, at one point I really wanted to buy Sam Adams stock (but it was too expensive in my opinion) as I thought it was a safe stock that would stand the test of time.  Now I am glad I never bought in.


Here is an interesting Baron's podcast on the topic


https://www.youtube.com/watch?v=LC7Ou_uHb3I

Here is an Google AI report


[color=var(--m3c9)]Search Labs | AI Overview
[color=var(--m3c10)]Learn more[/color]
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[color=var(--m3c11)]Yes, alcohol consumption in the United States has been declining in recent years. This decline is evident in the average number of drinks consumed per week, the amount of beer consumed, and the percentage of young adults who drink. 

Average number of drinks consumed per week 
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• [color=var(--m3c11)]In 2009, Americans consumed an average of 4.8 drinks per week[/font][/size][/font][/size][/color]
• [color=var(--m3c11)]In 2021, Americans consumed an average of 3.6 drinks per week[/font][/size][/font][/size][/color]

[color=var(--m3c11)]
Amount of beer consumed 
[/font][/size][/font][/size][/color]

• [color=var(--m3c11)]In 1981, the typical American age 21 or older drank 36.7 gallons of beer[/font][/size][/font][/size][/color]
• [color=var(--m3c11)]By 2021, beer consumption had fallen to 26.5 gallons per person[/font][/size][/font][/size][/color]

[color=var(--m3c11)]
Percentage of young adults who drink[/font][/size][/font][/size][/color]

• [color=var(--m3c11)]In 2023, 62% of adults under age 35 said they drink, down from 72% two decades ago 
  [/font][/size][/font][/size][/color]
• [color=var(--m3c11)]In 2024, a Gallup poll found that the share of younger adults who say they drink fell from 72 percent to 59 percent in the past two decades 
  [/font][/size][/font][/size][/color]

[color=var(--m3c11)]
Factors contributing to the decline[/font][/size][/font][/size][/color]

• [color=var(--m3c11)]Choice: Consumers have more beverage options available, including non-alcoholic options 
  [/font][/size][/font][/size][/color]
• [color=var(--m3c11)]Pandemic: Young adults reduced their drinking during and after the pandemic 
  [/font][/size][/font][/size][/color]
• [color=var(--m3c11)]Socializing: Bars and restaurants have added non-drinking activities to appeal to all generations [/font][/size][/font][/size][/color]

[MightyGiants]

I was able to find the Baron's article on the topic

[EDjohnst1981]

I'm not sure of the situation in the States but ten years ago, the average price of a pint of Lager (outside of London). Was about £3.50.

Nowadays I pay £6.70 for a pint of semi decent lager in my local pub.

Prices are crazy, if you're in a cocktail bar you're looking at £12-£13 a glass.

[MightyGiants]

I'm not sure of the situation in the States but ten years ago, the average price of a pint of Lager (outside of London). Was about £3.50.

Nowadays I pay £6.70 for a pint of semi decent lager in my local pub.

Prices are crazy, if you're in a cocktail bar you're looking at £12-£13 a glass.

I forgot the rapid rise in prices was listed as another issue.

[Bill Brown]

Non alcoholic beverages have had a dramatic rise in the last several years. They have really perfected how to make non alcoholic beers that actually taste good. And cocktails are becoming very popular as well.

[TDToomer]

I'm not sure of the situation in the States but ten years ago, the average price of a pint of Lager (outside of London). Was about £3.50.

Nowadays I pay £6.70 for a pint of semi decent lager in my local pub.

Prices are crazy, if you're in a cocktail bar you're looking at £12-£13 a glass.

I was in London in 2019 for the Yankees/Sox series and found the beers to be reasonably priced and very tasty. I was disappointed with how pricy booze was and how every pour is measured out to what correlates to under an ounce in US measurements. I mostly stuck to beer and wine.

[MightyGiants]

I went from a beer with Dinner every night (with more on social occasions or maybe a glass of wine on Saturday night) to only drinking at the occasional (not all) social functions.

I noticed from my fitness watch that even one beer was enough to disrupt and diminish my sleep.

I have lost weight (or at least it's easier to keep my weight under control.

After a few weeks, I didn't even have a real desire to drink.

Now I drink mostly iced tea during the day, and with dinner, I go one 3/4 diet cran juice and 1/4 flavored seltzer.

I will say what I am hearing about alcohol and its medical impacts makes me glad I really don't drink anymore.   I did believe the various claims that drinking in moderation had some benefits. 

I understand this is this Athletic Brewing company that does alcohol free craft brews

https://athleticbrewing.com/?tw_source=google&tw_adid=717263937818&tw_campaign=6514605298&gad_source=1&gclid=CjwKCAiA5Ka9BhB5EiwA1ZVtvN20KhwaGD-WIMH4sWie6s_uO4T2vv3J8B-ymN1FLl0GU7ij_lU0RBoCQ4sQAvD_BwE


I might one day try them (they are pretty low-calorie), but I am sure they are pricy.  One of the other things I liked about cutting way way back on my drinking is the savings, as craft beer (my preference) is not cheap.

[DaveBrown74]

This is an interesting topic Rich, and I definitely think you are onto something with it. Gen Z definitely drinks less than older generations for a variety of reasons (this is well documented). Their habits may be "trickling up" a bit to a degree.

I have also found it is increasingly normal for a person to be in a social situation where alcohol is present/available and simply decline to drink alcohol than it was, say 20-25 years ago. When I was in my 20s and early 30s (I'm 50 now), declining to drink if I were out with a group of your buddies at a bar, party, or restaurant would have surely resulted bewilderment on their part and likely landing some serious flack. Back then, I drank pretty regularly (was out usually two or three nights a week between work and my social life), so I wasn't really in that position often, but I definitely saw it happen.

These days I think people are more in tune with the health ramifications of drinking. I also think people value their sleep more and are willing to put up with hangovers less. I certainly feel that way myself. I don't abstain from alcohol, but I routinely will go an entire week without a drink or at least without drinking more than one day out of the week. Part of it is health/calorie management. Part of it is not wanting a lack of clarity or, worse, an outright hangover the next day.

Is US society drinking less as a whole? I don't know the data, but I'm sure that's likely the case, if only because young people drink less than the young people of a few decades ago and before. However I'd say it is a slow moving, gradual trend. I work in midtown Manhattan, and the bars are still packed with people sipping martinis and drinking beers after work on any weekday or Friday. I wouldn't say alcohol use has collapsed. Anecdotally it feels more like a slow, grinding, gradual trend in that direction.

[LennG]

We basically don't drink at all, well maybe a pina colada when we cruise, but that is why I am responding. I don't know how many people here cruise, but drinking on a cruise has to be the #1 activity from morning till they go to sleep. REALLY. Plus, most drinks on a cruise ship are the mixed variety and usually run about $12-14 a drink. Nowadays most cruise lines offer some sort of drink package and those who buy it (almost everyone who drinks buys it) and these people literally have a drink in their hands or somewhere near them all day long. And this is not only the 'older' crowd, this goes for everyone. I see them having some sort of drink at breakfast right through the evening entertainment and continuing till they roll into bed. it is simply unbelievable.
This is the biggest money-maker for the cruise line, as most drinks contain a shot of whatever so these people really don't get drunk, but still have to have a drink in their hands all day long.

[MightyGiants]

We basically don't drink at all, well maybe a pina colada when we cruise, but that is why I am responding. I don't know how many people here cruise, but drinking on a cruise has to be the #1 activity from morning till they go to sleep. REALLY. Plus, most drinks on a cruise ship are the mixed variety and usually run about $12-14 a drink. Nowadays most cruise lines offer some sort of drink package and those who buy it (almost everyone who drinks buys it) and these people literally have a drink in their hands or somewhere near them all day long. And this is not only the 'older' crowd, this goes for everyone. I see them having some sort of drink at breakfast right through the evening entertainment and continuing till they roll into bed. it is simply unbelievable.
This is the biggest money-maker for the cruise line, as most drinks contain a shot of whatever so these people really don't get drunk, but still have to have a drink in their hands all day long.

Len brings up a significant issue with the trend of less drinking.  For many hospitality industries, the income was mostly derived from alcohol sales.   This is certainly true of restaurants and clubs.  As Len pointed out, it's a big money maker in the cruise industry as well. Many states generate a lot of their revenue via a "sin tax" on alcohol.   There could be major economic upheaval if the less drinking trend continues.   Plus, you could see society spending less on medical as drinking is not only not healthy for you, but drunken accidents are likely to decline.

[babywhales]

Living in Wisconsin drinking is comparable to a country like England, it's certainly cultural.  

When the 50 of the drunkest counties in the USA list is published, 41 are from Wisconsin. 

I have seen dry January increase in prevalence over the past years; resetting the liver functions, lowering blood pressure and increasing cardiovascular functions.  But i would not say drinking is going down here in Wisconsin.

Super clubs are huge here, and when attending a super club with other couples you meet before hand 30 minutes to an hour to talk and consume cocktails prior to the meal, eat dinner and meet again at the lounge for post meal drinks desert cocktails. 

For high school sports, parents meet up before and "pre game" and have some cocktails before the event. 

I would say covid increased consumption, certainly increased home consumption and I see a rise in people making high quality craft cocktails at their homes now.  

My high schoolers certainly do not drink the way my friends did in the late 80's and early 90's, that is certainly true. 

[MightyGiants]

Living in Wisconsin drinking is comparable to a country like England, it's certainly cultural. 

When the 50 of the drunkest counties in the USA list is published, 41 are from Wisconsin.

I have seen dry January increase in prevalence over the past years; resetting the liver functions, lowering blood pressure and increasing cardiovascular functions.  But i would not say drinking is going down here in Wisconsin.

Super clubs are huge here, and when attending a super club with other couples you meet before hand 30 minutes to an hour to talk and consume cocktails prior to the meal, eat dinner and meet again at the lounge for post meal drinks desert cocktails.

For high school sports, parents meet up before and "pre game" and have some cocktails before the event.

I would say covid increased consumption, certainly increased home consumption and I see a rise in people making high quality craft cocktails at their homes now. 

My high schoolers certainly do not drink the way my friends did in the late 80's and early 90's, that is certainly true.

Thanks for sharing your observations, Chris. 


I look at dry January as that type of event that slowly peels off drinkers.  Maybe out of 100 that participate, may 3 or 4 will decide they like the feeling better and the other health benefits and just stop or go to light social drinking.   Over time, that will slowly reduce the drinking population.

I also think that marijuana (and even CBD) offers alternatives that have at least less immediate health and wellness downsides.   


I will share one drinking even that I saw go away here in NJ.  During the first 20 years of my EMS and rescue career, a popular party would be a squad or fire department holding a "wet down" for a new piece of equipment.   It technically involved showing off the new piece of equipment with fire trucks "wetting them down with a fine spray"

What it really was about was there was music, free food, and for like $15 bucks you got a mug you could get unlimited beer with.   Plus, the firefighters often partook in big water fights. Occasionally, there would even be a parade.  Our squad would love to attend with often a dozen or even two dozen of us attending.  They were lots of fun.

Then they sort of went away, and I remember one of the squads tried to bring back the tradition and had a wet down.   The young people just didn't see the fun in unlimited drinks.  They wanted to know how they would be entertained. 

I guess each region has different levels of entertainment options.  Around here, young people simply don't see the appeal of hanging with friends drinking, as my generation and the generations before and after mine did.  They want less getting buzzed and more entertained.

[TDToomer]

It is very interesting the read these stories or both over consumption and scaling back. I am heading to an all-inclusive resort in Play Del Carmen on Monday and I will probably get my monies worth on booze. I at least wait until lunchtime for my first one which is always a Bloody Mary (healthiest cocktail ever). What always amazes me is seeing who already has a beer or drink in hand the second the bar opens which is usually at 10 AM. From my experience these tend to be older folks who are from an era when this was normal outside of a football tailgate. The younger folks sleep in later and stroll to the pool and beach later (on their towel saved beach chairs!).

No matter which Beautiful Caribbean beach we visit it is guaranteed that by 3-6 PM the swim up bar will be crowded with overserved patrons, many who are habitual cigarette smokers which is still the norm outside of the USA. It's been 3 years since I have been to an all-inclusive and it will be curious to see if these patterns of behavior is still prevalent. FWIW the resort is a RIU which caters to Europeans

[MightyGiants]

It is very interesting the read these stories or both over consumption and scaling back. I am heading to an all-inclusive resort in Play Del Carmen on Monday and I will probably get my monies worth on booze. I at least wait until lunchtime for my first one which is always a Bloody Mary (healthiest cocktail ever). What always amazes me is seeing who already has a beer or drink in hand the second the bar opens which is usually at 10 AM. From my experience these tend to be older folks who are from an era when this was normal outside of a football tailgate. The younger folks sleep in later and stroll to the pool and beach later (on their towel saved beach chairs!).

No matter which Beautiful Caribbean beach we visit it is guaranteed that by 3-6 PM the swim up bar will be crowded with overserved patrons, many who are habitual cigarette smokers which is still the norm outside of the USA. It's been 3 years since I have been to an all-inclusive and it will be curious to see if these patterns of behavior is still prevalent. FWIW the resort is a RIU which caters to Europeans

I am interested in what you observe.  Although, special occasions like holidays and vacations may not be as impacted a day-to-day drinking habits.