A new analysis shows that Americans are drinking less alcohol than ever before, with younger adults leading the trend — and some states seeing dramatic declines.
The report, conducted by Trace One using data from the Substance Abuse and Mental Health Services Administration (SAMHSA), compared past-month alcohol use among adults 18+ with each state’s historical peak. The findings highlight where alcohol consumption has fallen most sharply.
Arizona leads the nation with a nearly 13-point drop from its peak, followed by Minnesota and Massachusetts, which both saw double-digit declines. Other states, including Maryland, Oregon, Hawaii, Colorado, and Montana, posted notable decreases of 8–10 points.
By contrast, parts of the South — where drinking has historically been lower — show little change. States like Alabama, Kentucky, and Louisiana have maintained steady rates, even as other regions sober up. Still, northern states remain the heaviest drinkers overall: Vermont and New Hampshire lead with around 63% of adults reporting recent alcohol use, followed by Wisconsin, North Dakota, Massachusetts, and Rhode Island. At the other end, Utah (31.1%), West Virginia (40.8%) and Mississippi (42.2%) report the lowest drinking rates.
But the story isn’t just about cutting back. The rise of non-alcoholic (NA) beverages is reshaping the market. Searches for “NA beer” have grown nearly tenfold in the past decade, while “mocktail recipes” and “zero proof” have become mainstream. Brands like Athletic Brewing have turned NA beer into a lifestyle product, spurring major brewers like Heineken, Guinness, and Budweiser to launch alcohol-free versions. Spirits makers are following suit with zero-proof whiskey, gin, and tequila.
Fitness and wellness brands are also tapping into the trend. SoulCycle, for example, has teamed up with The Zero Proof to offer post-class tastings of premium non-alcoholic drinks, underscoring how wellness and social experiences increasingly overlap.
With U.S. drinking rates at historic lows — and a booming wellness-driven beverage industry on the rise — experts say the cultural shift away from alcohol is only just beginning.
