# U.S. Alcohol Consumption Reaches Lowest Level Since 1939

> A new Gallup poll indicates U.S. adult alcohol consumption has fallen to 54% in 2025 and 2026, marking an 87-year low.

By PrimaryBrief newsroom · Published 2026-10-25T18:49:45.256210Z
Canonical: https://primarybrief.com/article/u-s-alcohol-consumption-reaches-lowest-level-since-1939-7f3ec815

The percentage of U.S. adults who regularly consume alcohol has fallen to 54% in 2025 and 2026, marking the lowest level recorded since 1939, according to Gallup polls [1][9][11]. This represents a significant decline from 62% in 2023 and 58% in 2024, with the overall number of U.S. Americans consuming alcohol shrinking by 12.90% since 2023 [1][9][11].

This sustained decline in alcohol use is reshaping the beverage industry, forcing closures of established businesses and driving a substantial increase in the market for non-alcoholic alternatives [1][8][10]. The shift impacts businesses ranging from craft breweries to historic wineries, while new opportunities emerge for healthier beverage options.

## U.S. Alcohol Consumption Hits Record Low

Data from Gallup reveals a consistent drop in self-reported alcohol consumption among U.S. adults. After registering 62% in 2023, the figure decreased to 58% in 2024 and settled at 54% in both 2025 and 2026 [1][9][11]. This 54% rate ties the previous record low from 2025 and is the lowest point since Gallup began tracking these habits in 1939 [1][11]. Total consumption of beverage alcohol across the United States declined by 5% during 2025, with beer and wine volumes each falling by 6% and spirits by 4% [10].

## Industry Feels the Impact

The decline has created challenges for the alcohol industry. In 2024, for the first time since 2005, the number of brewery closures in the U.S., at 529, exceeded new openings, which totaled 430 [8]. Oregon's beverage sector has been particularly affected, with craft beer sales decreasing by 4% over two years and wineries reporting a 16% decline in 2025 [1]. Approximately 100 breweries, taprooms, and brewpubs, along with 70 wineries, have closed in Oregon since the pandemic began [1]. In California, the oldest family-run winery, Gundlach Bundschu, filed for bankruptcy protection in September 2026 [3]. Multiple other California wineries also closed or reduced operations in late 2025 and early 2026 [17].

## Shifting Consumer Behavior

Several factors contribute to these trends. Increased consumer health consciousness and lifestyle changes play a role [5][6][13]. Initiatives like “Dry January” saw 30% consumer participation in 2025, a 36% increase from 2024 [7][16]. Younger generations, specifically Gen Z and Millennials, show significant drops in alcohol consumption [12][13]. However, alcohol use among adults aged 50-64 is reportedly rising, contrasting with the general decline [12]. A majority of Americans, 51%, now believe that consuming one to two alcoholic drinks daily is detrimental to health [11].

## Non-Alcoholic Market Sees Growth

Conversely, the non-alcoholic beverages market is experiencing robust expansion. It is projected to grow from USD 1.22 trillion in 2025 to USD 1.29 trillion in 2026, with forecasts reaching USD 1.69 trillion by 2031 [5]. Global consumption of non-alcoholic beverages surpassed 2.2 billion liters in 2024 and is expected to exceed 2.8 billion liters by 2026 [6]. IWSR anticipates non-alcohol volumes to increase by 36% between 2024 and 2029, driven by consumer demand for healthier options and product innovation [4][5][6].

## What we could not confirm

PrimaryBrief could not confirm the specific causal factors leading to the reported rise in alcohol consumption among adults aged 50-64, as researchers noted they did not examine these specific causes [12].

## Evidence cited
1. A new Gallup poll finds 54% of U.S. adults report regularly drinking alcohol, the lowest level recorded since polling began in 1939. And that decline is hitting Oregon's beer and wine industries. (pnwag.net) — https://pnwag.net/
2. Wineries, breweries closing down as decline in alcohol consumption starts to bite (cedarnews.net) — https://cedarnews.net/
3. California wine exports to Canada fell 78% in 2025, a $357-million loss in export value. (latimes.com) — https://www.latimes.com/
4. IWSR expects no-alcohol volumes to expand by 36% between 2024 and 2029 (sphericalinsights.com) — https://sphericalinsights.com/
5. The non-alcoholic beverages market size is expected to grow from USD 1.22 trillion in 2025 to USD 1.29 trillion in 2026 and is forecast to reach USD 1.69 trillion by 2031 at 5.57% CAGR over 2026-2031. (mordorintelligence.com) — https://mordorintelligence.com/
6. In 2024, over 2.2 billion liters of non alcoholic beverages were consumed globally, with consumption expected to surpass 2.8 billion liters by 2026. (marketgrowthreports.com) — https://marketgrowthreports.com/
7. About 30% of consumers participated in “Dry January” in 2025, a 36% increase from 2024 (grandviewresearch.com) — https://www.grandviewresearch.com/
8. In 2024, there were 9,796 operating U.S. craft breweries, including 2,029 microbreweries, 3,552 brewpubs, 3,936 taproom breweries, and 279 regional craft breweries. 2024 was the first year since 2005 that the number of breweries that closed outpaced brewery openings nationwide. Yet, the total number of breweries in the U.S. increased to 9,922, up from 9,838 in 2023. Over the year, 430 new breweries opened while 529 closed. (brewersassociation.org) — https://www.brewersassociation.org/
9. The number of US Americans who consume alcohol shrank by 12.90% since 2023. (movendi.ngo) — https://movendi.ngo/
10. Total consumption of beverage alcohol in the United States declined by -5% during 2025 (theiwsr.com) — https://www.theiwsr.com/
11. Alcohol Consumption and Habits - Gallup Historical Trends (gallup.com) — https://news.gallup.com/poll/18921/alcohol-consumption-habits.aspx
12. Alcohol use among American adults declined for first time since start of COVID-19 pandemic (cbs8.com) — https://www.cbs8.com/article/news/nation-world/alcohol-use-decline-first-time-since-pandemic/507-6a1608c0-c4e8-469b-88a2-a8c66ff04313
13. Alcoholic Beverage Trends: March 2026 (psu.edu) — https://extension.psu.edu/alcoholic-beverage-trends-march-2026
14. Alcohol consumption reaches a record low in the US -- opening the door for alternative functional beverages (foodnavigator.com) — https://www.foodnavigator.com/Article/2026/04/14/Alcohol-consumption-reaches-a-record-low-in-the-US-opening-the-door-for-alternative-functional-beverages
15. Americans' Drinking Habits Are Shifting (gallup.com) — https://news.gallup.com/poll/509536/americans-drinking-habits-shifting.aspx
16. Circana Survey Reveals Nearly One in Two Americans are Trying to Drink Less Alcohol in 2025 (circana.com) — https://www.circana.com/news/press-releases/2025/circana-survey-reveals-nearly-one-in-two-americans-are-trying-to-drink-less-alcohol-in-2025/
17. California Wine Industry Faces Decline as Iconic Wineries Close Amid Changing Consumer Trends (sierradailynews.com) — https://sierradailynews.com/california-wine-industry-faces-decline-as-iconic-wineries-close-amid-changing-consumer-trends/
18. California's wine slump pushes more wineries into bankruptcy (vinetur.com) — https://www.vinetur.com/2026/10/22/california-wine-slump-pushes-more-wineries-into-bankruptcy/
19. California grape growers face a 'bloodbath' (theidrinkbusiness.com) — https://www.thedrinksbusiness.com/2026/01/california-grape-growers-face-a-bloodbath/
20. California wine industry crisis: Signorello Estate faces foreclosure, Gundlach Bundschu files for bankruptcy (livemint.com) — https://www.livemint.com/news/california-wine-industry-crisis-signorello-estate-faces-foreclosure-gundlach-bundschu-files-for-bankruptcy-11727192661582.html
21. Wine Industry Struggles as Iconic Winery Files for Bankruptcy Amid Foreclosure Sale (thestreet.com) — https://www.thestreet.com/personal-finance/wine-industry-struggles-as-iconic-winery-files-for-bankruptcy-amid-foreclosure-sale
22. Alcoholic Beverage Industry Trends and Forecasts (prosightfa.org) — https://prosightfa.org/articles/alcoholic-beverage-industry-trends-and-forecasts/
23. New data confirms the alcohol market is contracting permanently and the rules are changing (rolandberger.com) — https://www.rolandberger.com/en/publications/New-data-confirms-the-alcohol-market-is-contracting-permanently-and-the-rules-are-changing.html
24. US spirits market sees growth in some categories, decline in others (bevindustry.com) — https://www.bevindustry.com/articles/99377-us-spirits-market-sees-growth-in-some-categories-decline-in-others
25. Wine and Spirits Market Outlook 2026: Challenges and Opportunities (wswa.org) — https://wswa.org/news/wine-and-spirits-market-outlook-2026-challenges-and-opportunities/
26. Craft Breweries Are Closing At A Record Rate (bisnow.com) — https://www.bisnow.com/national/news/retail/breweries-close-at-record-rate-133501
27. Why Craft Beer Is Struggling Right Now (And What Breweries Can Actually Do About It) (raspberrypints.com) — https://www.raspberrypints.com/blog/why-craft-beer-is-struggling-right-now-and-what-breweries-can-actually-do-about-it
28. Economy Slowing Down? Craft Beer Breweries Are Facing Economic Headwinds (thestreet.com) — https://www.thestreet.com/personal-finance/economy-slowing-down-craft-beer-breweries-facing-economic-headwinds
29. California's craft beer boom is fading as breweries close and drinking habits change (latimes.com) — https://www.latimes.com/food/story/2026-10-15/craft-beer-breweries-closing-california
30. U.S. Craft Brewing Sees First Decline in Two Decades (brewersassociation.org) — https://www.brewersassociation.org/press-releases/us-craft-brewing-sees-first-decline-in-two-decades/
31. From 2021 through 2025, volume sales of NA lifted 111% while dollar sales exploded +159% over that period. (brewersassociation.org) — https://brewersassociation.org/
32. After 37 years of operation, Oregon-based craft brewery and distillery Rogue Ales & Spirits has gone out of business. On Friday morning, Rogue, which has faced significant financial challenges in the years following the pandemic, informed its landlord that it would be ceasing operations and shutting down all of its locations, including its brewery, distillery, and remaining pubs across the state. The majority of its staff has been laid off, with only three employees remaining to manage the trans (whiskyadvocate.com) — https://whiskyadvocate.com/
33. Rogue Ales & Spirits and its subsidiaries filed for Chapter 7 bankruptcy Monday. Earlier this month, the storied brewery closed all its restaurants and operations in its hometown of Newport, and shuttered its Southeast Portland restaurant. (wweek.com) — https://wweek.com/
34. The parent company of Rogue Ales & Spirits filed for bankruptcy Monday, 10 days after it abruptly closed its Newport brewery and restaurant operations and three other restaurants around Oregon. Oregon Brewing Company filed a voluntary petition for Chapter 7 bankruptcy in federal court, outlining in a 137-page document that it has $4.9 million in assets and $16.7 million in liabilities. (lincolnchronicle.org) — https://lincolnchronicle.org/
35. The parent company of Oregon-based Rogue Ales & Spirits has filed for Chapter 7 bankruptcy, with its debt totalling US$16.7 million. (thespiritsbusiness.com) — https://thespiritsbusiness.com/
36. Triple Rock Brewery & Alehouse in Berkeley, California — widely recognized as the oldest continuously operating brewpub in the United States — plans to close by the end of 2026, after more than 40 years in business. (washingtonbeerblog.com) — https://washingtonbeerblog.com/
37. The U.S. welcomed 268 new breweries in 2025, but according to the Brewers Association's 2025 Year in Beer report, 434 breweries — including Oregon's Rogue Ales — simultaneously shut their doors forever. (tastingtable.com) — https://tastingtable.com/
38. In November 2025, Oregon's Rogue Ales & Spirits closed its 47K SF production facility along with its three remaining pubs after 37 years. That same month, the Bay Area's 21st Amendment Brewery closed its San Leandro production facility and San Francisco brewpub after 25 years in business. (bisnow.com) — https://bisnow.com/
39. Another longtime San Diego County brewery is preparing to pour its final pint, as Vista's Prohibition Brewing Company has announced it will permanently close at the end of September after nearly 15 years in business. (sandiegoville.com) — https://sandiegoville.com/
40. Prohibition Brewing will close permanently at the end of September, capping a run of nearly 15 years as one of the anchor brewpubs on Vista's north side. (grahamandkelly.com) — https://grahamandkelly.com/
41. A family-owned brewery in Vista in Southern California's San Diego County is preparing to close permanently after serving for nearly 15 years. · Prohibition Brewing Co. has announced in a social media update that it will shut down at the end of September. (edhat.com) — https://edhat.com/
42. Prohibition Brewing in Vista closes its doors after over a decade. This marks one of the latest changes in San Diego's craft beer landscape, which has been facing significant changes. (cbs8.com) — https://cbs8.com/
43. Triple Rock Brewery & Alehouse in Berkeley announced it is closing after 40 years. (ktvu.com) — https://ktvu.com/
44. That's how co-founder John Martin explained to Berkeleyside why Triple Rock Brewery & Alehouse at 1920 Shattuck Ave. will close at the end of 2026, after 40 years. (tiscarenohomes.com) — https://tiscarenohomes.com/
45. Triple Rock Is Closing by Choice, and Its Family Tree Keeps Pouring. "We could probably outlast this downturn, but do we really have to?" That's how John Martin explained to East Bay Nosh why Triple Rock Brewery & Alehouse, at 1920 Shattuck Ave., will close at the end of 2026 after 40 years. (darrellhoh.com) — https://darrellhoh.com/
46. America's oldest continuously operating brewpub is shutting its doors after 40 years. Brothers John and Reid Martin founded Triple Rock Brewery & Alehouse in Berkeley, California, on March 14, 1986, when they were 25 and 28, respectively. The brewpub was one of the first to open in the U.S. after Prohibition. (inc.com) — https://inc.com/
47. Angel City Brewery in Los Angeles' Arts District will shutter on April 30, the taproom confirmed Wednesday in an Instagram post. The brewery's parent entityBoston Beer Company announced the closure in August, scheduling it to coincide with the end of the brewery's lease. (vinepair.com) — https://vinepair.com/
48. Angel City Brewery in Los Angeles' Arts District has announced it will close its doors on April 30 after 15 years of operation. ... Angel City Brewery, one of the renowned craft breweries in the Arts District of Los Angeles, has declared that it is going to close permanently. (whatnow.com) — https://whatnow.com/
49. Angel City Brewery will close on April 30, 2026. Boston Beer Company won't renew the lease and says it's looking for a buyer for the brand. (hoodline.com) — https://hoodline.com/
50. Cambridge Brewing Company, which first opened in 1989, will close after last call on Friday, Dec. 20, the pub announced Saturday. It will end a remarkably impactful, 35-year run for the Kendall Square brewpub, which was the second modern restaurant in Massachusetts to brew its own beer. (timeout.com) — https://timeout.com/
51. Angel City Brewery, located in the Arts District at the corner of Alameda Street and Traction Avenue, has been a staple of L.A. since 1997. Now, Boston Beer Company, the parent of the beloved brewery, just announced that it will close the doors of Angel City Brewery next April at the end of its lease. (lamag.com) — https://lamag.com/
52. In a move that will send shockwaves through the PA craft beer community, Iron Hill Brewery & Restaurant has announced the immediate closure of all its locations. Breweries in PA has received the below email screenshot from an anonymous employee, from Iron Hill leadership, announcing the closures. (breweriesinpa.com) — https://breweriesinpa.com/
53. Iron Hill Brewery shuts down all locations abruptly (wboc.com) — https://wboc.com/
54. Iron Hill Brewery & Restaurant has abruptly closed all its locations. The 29-year-old chain made the announcement Thursday in a Facebook and Instagram post: “It's been our pleasure to serve you, and we are deeply grateful for your support, friendship, and loyalty over the years.” (beeradvocate.com) — https://beeradvocate.com/
55. Iron Hill Brewery and Restaurant announced it is closing all its locations and filing for bankruptcy. · The announcement comes after the local chain abruptly closed three of its locations. · In a message to employees, Iron Hill blamed "ongoing financial challenges" for its decision to close its doors. (fox29.com) — https://fox29.com/
56. Cambridge Brewing Company, located at 1 Kendall Sq., announced its plans to close on social media over the weekend. Click to read article. (nabca.org) — https://nabca.org/
57. Cambridge Brewing Co. to Close in December After 35 Years (brewbound.com) — https://brewbound.com/
58. Cambridge Brewing Co. Closing Permanently - Cambridge Brewing Company. ... After 35 years in business, Cambridge Brewing Company will be closing its doors permanently. The last day of service will be December 20, 2026. (beer.social) — https://beer.social/
59. Ever since announcing their impending closure in August 2024, CBC had been on the receiving end of much praise for their impact on the beer industry locally, nationally, and internationally. (pelliclemag.com) — https://pelliclemag.com/
60. Jackson Family's 40 wineries produce 6 million cases of wine a year, Wine Business reported. The Carneros Hill closure and layoffs coincide with E. & J. Gallo's WARN filing on the same day, revealing that the company will permanently close its Ranch Winery in St. Helena, Calif., and lay off 56 employees by April 15, 2026. (thestreet.com) — https://thestreet.com/
61. Jackson Family Wines has shut a facility in Carneros, California, resulting in layoffs at the US vintner. (just-drinks.com) — https://just-drinks.com/
62. California's sixth-largest wine company, Jackson Family Wines, has shuttered a Sonoma production site, resulting in 13 job losses. (thedrinksbusiness.com) — https://thedrinksbusiness.com/
63. On February 12, Jackson Family Wines permanently closed its Carneros Hills Winery in Sonoma's Carneros region, resulting in 13 layoffs. (vinetur.com) — https://vinetur.com/
64. Alcohol use among American adults declined for first time since start of COVID-19 pandemic (cbs8.com) — https://www.cbs8.com/article/news/nation-world/alcohol-use-decline-first-time-since-pandemic/507-6a1600c0-c4e8-469b-88a2-a8c66ff04313
65. Alcohol consumption reaches a record low in the US, opening the door for alternative products (foodnavigator.com) — https://www.foodnavigator.com/Article/2026/04/14/Alcohol-consumption-reaches-a-record-low-in-the-US-opening-the-door-for-alternative-f