Yes, the claim that younger adults, roughly ages 21 to 34, are drinking less alcohol is correct. This is unfortunate news for the bourbon industry. However, it is not simply that everyone in this group drinks less, but rather that overall participation is lower, combined with a strong desire to trade up for experiences among those who choose to drink.
This article explores why overall alcohol use is falling among younger adults while a smaller group of committed drinkers is drinking up on premium, story-driven, experience-focused whiskey.
To Drink, or Not to Drink
Within the younger adult category, a growing share of people are choosing not to drink at all. Other key data includes:
- Among those who do drink, consumption is increasing, and these drinkers are opting for higher-end, story-driven, experiential products.
- Gallup shows that the share of adults under 35 who say they drink has fallen from roughly 70–75 percent in the early 2000s to about 60–62 percent more recently, with no comparable decline among older adults.
- NSDUH, a large government-run dataset with about 70,000 respondents annually, shows that long-term trends in past-month alcohol use and binge drinking are down, with a modest post-COVID rebound in some metrics.
How Drinking Patterns Are Changing
Among those aged 21–34 who do drink, frequency is declining. Fewer people in this age group now say they may once a week at most, while more describe their alcohol use as occasional or rare. This is quite a shift from habitual to more situational drinking.
A decline in binge drinking
Binge drinking trends add another layer: long-term, binge drinking has declined since the early 2000s, but in the short term, especially post-COVID, binge drinking numbers have increased somewhat.
An overall increase in drinking among all age groups
At the same time, total alcohol consumption in the U.S. is not collapsing. Overall, alcohol sales have held up, with 2025 being the first year since COVID to be slightly down.
Some are drinking more
This apparent contradiction is explained by somewhat older drinkers, particularly those ages 35–55 and older, who are drinking more and spending more per drink. Fewer young drinkers, therefore, does not necessarily translate into a shrinking total market.
What’s Driving the Consumption Shift?
Several behavioral and cultural factors are pushing younger adults away from traditional drinking patterns.
Health consciousness
- A health-oriented mindset that focuses on fitness, sleep, and longevity is leading many to reconsider regular alcohol use.
- Greater mental health awareness and the risk of losing control in social settings are also making heavy drinking less socially acceptable.
- In some states, cannabis acts as a substitute for alcohol to relax or socialize.
Economic pressures
The inflation spike during and after COVID, driven in part by aggressive government action to avoid a severe recession, has squeezed budgets even though inflation has come down from peak levels.
In addition, student debt remains elevated despite political rhetoric about forgiveness. Many young adults question the return on investment of a typical four-year degree. These factors have reduced disposable income for casual bar spending.
Product substitution
Non-alcoholic spirits and beers, along with low-ABV options, have grown rapidly. Brands such as Athletic Brewing Company have expanded by offering flavorful non-alcoholic alternatives. Similarly, Liquid Death, a highly caffeinated beverage, has increased sales by offering beer-style cans that young consumers often purchase at beer-like prices.
Key drivers at a glance
- Health and wellness concerns have reduced alcoholic consumption.
- Social media visibility has reduced tolerance for out-of-control behavior.
- Economic pressure from inflation and student debt has curtailed drinking.
- The growth in non-and low-alcoholic beverages has decreased whiskey use.
The Abstainers and the Experience Seekers
The core misunderstanding is the idea that young people simply drink less across the board. In reality, drinking behavior is split into two groups.
Group A – the abstainers
A growing share of younger adults now abstain from alcohol entirely. For many, the decision is less about health rules and more about their personal identity. Sobriety has become socially acceptable, even aspirational for some, in ways it wasn’t a generation ago. Abstainers are roughly 20–30 percent of adults under 35, up from 10–15 percent in the early 2000s.
Group B – the more active drinkers
Group B is a highly active cohort that drinks premium, experience-driven, higher-quality alcohol. For this group, drinking volume may be down, but intentional consumption is up. This group comprises approximately 60–70 percent of adult drinkers under 35, which includes casual, occasional drinkers, and premium-focused people.
Tell Me a Story
Today’s trends support what many younger consumers want from their whiskey. They care more about the social aspect of drinking, the story behind the juice, and the feeling of being exclusive and special. They do not typically care about drinking in large quantities, and they increasingly use what they drink as part of their identity. This mindset has clear implications for storytelling, barrel picks, bridal parties, and alcohol as a status symbol.
Storytelling
Many distilleries now prioritize experiences and storytelling as part of their brand identity. For example, the Bourbon Trail in Kentucky, a hot tour destination for whiskey enthusiasts and casual drinkers, tells great tales of American history, ingenuity, and craftsmanship.
Barrel picks
Barrel picks offer whiskey and restaurant groups a way to tap into Kentucky experiences through unique products with strong narratives.
Bridal parties
Whiskey culture has become an important marker for young couples. In recent years, many bridal parties head to Nashville for pre-wedding celebrations, while many bachelors head to Bourbon Row.
To Sum Up, Drink Up (Or Not)
Put together, the data support the idea that 18–34-year-olds are drinking less overall, but mostly because more of them are choosing not to drink at all.
Those who remain in the drinking population are trading up and favoring premium, intentional consumption over casual or habitual drinking.
The future is not defined by less alcohol so much as less casual drinking and more intentional drinking, which presents both challenges and opportunities for great whiskeys that can deliver a memorable experience.
For more conversations with fascinating people in the whiskey world, check us out on whiskeyshenanigans.com and Instagram @whiskeyshaniganspodcast.