A new study published in the journal Annals of Internal Medicine found diverging alcohol consumption trends across American age groups in recent years. Overall, the percentage of U.S. adults who drink any alcohol fell between 2022 and 2024, marking the first such decrease since before the Covid-19 pandemic. However, this trend masks a notable exception: adults aged 50 to 64, roughly corresponding to Generation X, represent the only demographic in which drinking rates continued climbing, along with increases in heavy drinking.
The research documented shifting patterns across the pandemic period and beyond. In 2018, 66% of adults consumed alcohol, rising to 69% in 2020 and holding steady at that level through 2022. Heavy drinking rates, defined as more than 15 drinks weekly for men and 8 drinks weekly for women, increased from 5.1% in 2018 to 6.1% in 2020. By 2024, overall alcohol consumption had declined to 68%, though this remained above pre-pandemic levels. The rate of heavy drinking fell to a national average, but notably increased among those aged 50 to 64, rising from 5.6% in 2018 to 7.7% in 2024. Adults under 40 were the only group to show decreased heavy drinking rates across this same period.
Health experts expressed concern about rising consumption among older adults, particularly given medical realities. The average age at which alcoholic cirrhosis appears is 52, and most alcohol-associated cancers occur in people 50 or older. Researchers attribute the persistence of drinking patterns in this age group to habits established early in life, noting that drinking behaviors often become established during adolescence and persist into adulthood.
The demographic shift has created business implications for venues dependent on nightlife revenue. Bars and concert venues have traditionally relied on 20- and 30-year-olds frequenting establishments late into the evening, a customer base now declining as younger generations reduce alcohol consumption. Some venue owners have responded by shifting programming and focus toward older adult patrons, including earlier entertainment hours and Gen X-oriented events. Alcohol sales at some venues have declined by approximately 25% since 2019, prompting business model adjustments even as some operators explore non-alcoholic beverage options to capture younger customers.
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