Changing Attitudes Toward Alcohol Among Americans

Recent findings reveal that 60% of Americans have shifted their views on alcohol since first trying it, with this change typically starting around age 32.

A survey involving 2,000 adults aged 21 and over indicated that 61% reported a drop in their interest in drinking, particularly among Generation Z, where the figure rises to 63%. It seems this younger group pays less attention to conventional drinking habits and is more inclined to set new trends or break away from societal expectations, with 28% and 31% respectively.

This inclination could clarify why Gen Z is moving away from alcohol sooner than previous generations. By age 23, many are already re-evaluating their drinking habits, in contrast to baby boomers, who typically report a diminishing interest by around age 44.

The survey, conducted by Talker Research on behalf of Senorita, found that many participants associated their reduced alcohol consumption with health goals. In fact, 40% noted they were motivated by a desire to improve their well-being, while 36% mentioned a dislike for hangovers.

A notable 21% of Gen Z respondents indicated they were opting for non-alcoholic beverages instead.

Despite the shift, one-third of participants across age brackets claimed that alcohol simply doesn’t appeal to them (34%), although 63% acknowledged its attraction for others.

The study also looked at what’s considered “in” and “out” as we approach 2026. Interestingly, 18% of respondents deemed alcohol as “out,” alongside trends like overly tight (22%) or baggy clothing (21%) and excessive oversharing (20%).

On a brighter note, trends that are gaining traction include solo time (23%) and the acceptance of solo travel (19%). Other recognized ‘in’ trends are bold colors (20%), remote work culture (19%), and THC beverages (18%), appealing to individuals of all ages.

“We’re witnessing a significant cultural shift in socializing,” remarked Rick Shepp from Senorita THC Margarita. “In the past, drinking might have been the go-to choice, but now, people are more focused on how they feel afterward. THC drinks represent a more modern alternative for enjoying a night out without the dreaded hangover.”

As more Americans see THC as “in” and alcohol as “out” leading into the new year, the survey explored perspectives on THC products.

Nearly half of respondents (48%) feel that THC products should be socially embraced similar to alcohol, with Gen Z (51%) and Millennials (60%) particularly supportive of this notion.

Interestingly, those who consume alcohol expressed an openness to switching to THC beverages instead.

When asked about their preferred THC consumption methods, 33% preferred beverages over smoking marijuana (28%). Additionally, around 30% were familiar with the concept of “California Sober,” which involves abstaining from alcohol while still using marijuana. Notably, 34% considered California a “low-key” state, with Gen Z leading this sentiment at 48%.

“Six out of ten believe that THC products will surpass alcohol’s popularity among Gen Z in the upcoming years,” Shepp mentioned. “It’s evident that the demand for THC is solid; these younger generations are reshaping social drinking norms, and we’re just at the beginning of this movement.”

Research Method: Talker Research surveyed 2,000 Americans aged 21 and older with internet access, balanced by generation. This survey was commissioned by Senorita and managed online from December 12 to December 17, 2025.