Big liquor companies are worried – but is marijuana the cause? From the James Bond martini to the And Just Like That cosmopolitan drinking has been part of our culture, but is it about to change? Alcohol consumption in the United States has hit its lowest level in nearly a century, with just 54% of adults saying they drink compared to 62% in 2023. This dramatic shift is raising a big question: Is cannabis behind the big drop in drinking? According to new Gallup polling, the decline is most pronounced among Gen Z and younger millennials, who are drinking far less than previous generations at their age. For many, the choice is deliberate—rooted in health consciousness, cost, and evolving cultural values. Generation Z is rewriting the rules of socializing. Surveys show they are less likely to drink regularly than Gen X or Baby Boomers were at the same stage in life. The “sober curious” and “mindful drinking” movements are thriving on social media, where hashtags like #sobercurious and #hangoverfree highlight a lifestyle which prioritizes wellness, mental health, and productivity. For many young adults, alcohol’s image has shifted—from a symbol of fun to a potential risk factor for anxiety, cancer, and poor sleep. A record 53% of Americans now believe moderate drinking is harmful, a massive leap from just a quarter of the population a few decades ago. While some speculate legal marijuana is driving alcohol’s decline, experts say cannabis is only a small part of the story. Gallup’s data shows no strong evidence legalization alone caused the drop in drinking. Research does point to a substitution effect for certain individuals. In Colorado, heavy drinkers consumed 28% fewer alcoholic drinks on days they used cannabis. Nationwide, some cannabis users report drinking less because they prefer the “cleaner high” and reduced risk of hangovers. Yet cannabis hasn’t replaced alcohol wholesale. In fact, some studies suggest legalization has slightly increased casual drinking among certain demographics, especially young men. The relationship between the two substances is complex—not a simple one-for-one swap. The other drivers behind the historic decline in drinking appear to be: Health awareness: Growing public knowledge about alcohol’s link to cancer, mental health issues, and sleep disruptionCultural change: Gen Z’s preference for control, wellness, and authenticity over intoxicationEconomic realities: Rising costs make alcohol a less frequent indulgenceAlternative choices: From cannabis to non-alcoholic craft beverages, young adults have more options than everCannabis may influence drinking habits for some, but the nationwide decline is far bigger than any single factor. Gen Z and millennials are reshaping nightlife, prioritizing health, and proving you don’t need a drink in hand to have a good time. If this trend continues, the 2020s might be remembered as the decade America’s love affair with alcohol began to cool—by choice.

The Fresh Toast is a daily lifestyle platform with a side of cannabis. For more information, visit www.thefreshtoast.com.

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