Surprising collective causes U.S. alcohol consumption to reach a near-record low after 90 years.
In a notable shift, the rate of alcohol consumption among Republicans in the United States has seen a significant drop, with a decline of 19 percentage points from 65% in 2023 to 46% in 2025 [1][3][4][5]. This dramatic decrease stands in contrast to the relatively stable consumption rate among Democrats, which hovered around 60-61% during the same period.
This decline among Republicans is linked to cultural and social changes within the party. Prominent figures like Donald Trump, RFK Jr., Tucker Carlson, and Charlie Kirk, who have publicly promoted sobriety, have played a role in this trend [2][4]. Additionally, there is a growing belief among Americans that even moderate drinking is unhealthy, a sentiment that has influenced this trend across the population but has been particularly pronounced among Republicans [1][5].
The implications for the alcohol industry are substantial. Republicans have historically been a significant consumer segment, and their reduced consumption contributes to the overall lowest national drinking rate in nearly 90 years (54% in 2025 versus 62% in 2023) [1][5]. This shift presents challenges for the industry, including the need to adapt marketing strategies and product offerings to a changing demographic with more skepticism toward alcohol’s health benefits.
Although Democrats’ consumption rates have seen only a modest decline, the overall market contraction driven by Republican abstinence could lead to longer-term shifts in demand, potentially impacting sales, product innovation, and sector growth [1][3][4].
The broader cultural shift linked to Republican sobriety also reflects a decline in social activities involving alcohol, such as parties and outings. This trend could exacerbate a wider reduction in alcohol-centered socialization, factors relevant to consumer behavior and hospitality sectors connected to alcohol sales [2].
The impact on the alcohol industry is evident in several high-profile closures of American whiskey distilleries [6]. For instance, Campari-owned Wild Turkey saw an 8 percent decline in US sales during the first half of 2025, and Jack Daniel's parent company Brown-Forman announced layoffs affecting 12 percent of its workforce in January [7]. Moreover, a major barrel-making facility in Louisville was closed by Brown-Forman, and Jack Daniel's dropped 6 percent year-over-year [6].
The departure of a wholesale giant from the largest wine market in the US is a warning sign for an industry already struggling [8]. Whether this trend will persist and how it will reshape the alcohol industry depend on ongoing cultural, political, and health narratives around drinking in the U.S.
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