Beverage industry leaders are noting that it’s not just Bud Light’s previous missteps that are causing its ongoing sales decline. The beer brand is also feeling the impact of a wider shift in drinking habits across the country, which I’ve personally experienced recently.
Many in the liquor sector feel a significant cultural change is underway among Americans. Whether it involves beer, wine, or cocktails, both Gen Z and Baby Boomers appear to be consuming less alcohol overall.
Instead of traditional alcoholic beverages, there’s a noticeable trend toward non-alcoholic options. This includes beverages marketed as non or “zero alcohol,” which sometimes still have small amounts of alcohol. Additionally, more people are turning to cannabis products, like edibles and drinks infused with THC, when they’re looking for a different type of buzz.
A recent Gallup survey from 2025 indicates that only 54% of US adults now report drinking alcohol, marking the lowest percentage in almost 90 years. Many Americans believe that moderate alcohol consumption can be harmful to health, with this view now held by the majority.
Furthermore, Gallup reported last month that 17% of Americans say they smoke marijuana, tying the highest level ever recorded. Also, 15% of U.S. adults consume marijuana edibles, reflecting a rise from previous years.
Gallup pointed out that adults under 50 are especially likely to use marijuana, with 23% of those aged 18 to 29 and 25% of individuals aged 30 to 49 admitting to it.
How did I come across this trend? Well, one evening at the bar Elio’s in Manhattan, while I was trying a zero-alcohol beer, I bumped into a friend who works as a major liquor distributor. He noticed I wasn’t having my usual cocktail and shared some surprising insights.
“You wouldn’t believe how much of that non-alcohol stuff I’m selling,” he told me. “I actually sell more zero-alcohol beer than the traditional options.”
This prompted me to dive deeper into this sober-ish lifestyle. A visit to a local liquor store revealed that THC-infused drinks were flying off the shelves, especially a product called “Willie’s THC Infused Social Tonic,” named after Willie Nelson, who co-owns the brand.
The staff at the store informed me, “This is literally flying off the shelf. We can’t keep it in stock.”
Curious to explore further, I decided to try Willie’s tonic myself. It’s worth noting that I’m not typically a fan of cannabis; I steer clear of smoke in any form. Still, I wondered if I had missed out on something good, so I gave it a shot.
Let’s just say I had a bit of an adventure. The label warned against mixing more than 1.5 ounces of the tonic with any drink, but I somehow overlooked that detail and ended up mixing a stronger concoction than intended.
While this experience didn’t turn out quite like I thought it would, I’m owning that mistake, much like Bud Light is dealing with its own fallout from past marketing decisions.
And here I am, nearly three weeks alcohol-free now. I think I’ve finally mastered the right amount for Willie’s drink and honestly, I’m feeling pretty great.
No comments have been received from representatives for Nelson or Bud Light.
