A study published in the journal Annals of Internal Medicine found that overall alcohol consumption in the United States decreased between 2022 and 2024, marking the first such decline since before the Covid-19 pandemic. However, this trend masks a significant divergence by age group, with Americans under 40 reducing their alcohol intake while those aged 50 to 64—corresponding roughly to Generation X—continued drinking at higher rates and showed increased heavy drinking.
According to the research, 66% of U.S. adults consumed alcohol in 2018, rising to 69% in 2020 and remaining at that level in 2022. By 2024, the overall percentage had decreased to 68%, still above pre-pandemic levels. Heavy drinking, defined as more than 15 drinks per week for males and 8 drinks per week for females, increased from 5.1% in 2018 to 6.1% in 2020. For the 50 to 64 age group specifically, heavy drinking rates rose from 5.6% in 2018 to 7.7% in 2024, the only age demographic showing this upward trajectory.
Researchers attributed the pandemic-era increase in drinking to stress-coping behaviors, a phenomenon observed during other crises such as 9/11 and Hurricane Katrina. Dr. Brian P. Lee, principal investigator of the study and a hepatologist at Keck Medicine of USC, expressed concern about the concentration of heavy drinking among older adults, noting that alcoholic cirrhosis typically appears around age 52 and most alcohol-associated cancers occur in people 50 or older.
The shift in drinking patterns has significant implications for the hospitality industry. Alcohol sales at venues have declined, with some concert venues reporting decreases around 25% since 2019. To adapt, some businesses are increasingly targeting older demographics through events tailored to Generation X tastes, such as tribute bands and retro-themed parties scheduled for earlier evening hours. Meanwhile, younger consumers’ reduced alcohol consumption reflects changing attitudes toward health, with major public health organizations now cautioning that no amount of alcohol is safe, contrasting with earlier messaging about potential benefits from moderate consumption.
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