A study in Annals of Internal Medicine found the share of US adults drinking fell from 69% in 2022 to 68% in 2024, while adults aged 50–64 were the only group whose drinking continued to rise. Their heavy-drinking rate climbed from 5.6% in 2018 to 7.7% in 2024.
Heavy drinking was defined as more than 15 drinks a week for men and eight for women. The overall heavy-drinking rate rose from 5.1% in 2018 to 6.1% in 2020, then fell by 2024; adults under 40 were the only group whose rate decreased between 2018 and 2024. Study investigator Dr Brian P. Lee said the increase among 50- to 64-year-olds was especially concerning. Research cited in the report puts the average age when alcoholic cirrhosis starts to appear at 52 and says most alcohol-associated cancers occur in people 50 or older.
IWSR, a drinks-industry data company, said US alcohol consumption fell 5% in 2025 from the previous year. Detroit-area venue owner Andrew Bochenek said alcohol sales at his venue were down about 25% since 2019; he is leaning into Gen X programming and expanding nonalcoholic options for younger customers. Earlybirds Club’s 6–10 p.m. dance parties have sold out upcoming events in Boston, Berkeley and Chicago. Boston University professor David Jernigan said mocktails can be profitable and disputed that bars must depend on Gen X drinkers.
