There's been a lot of press over the last few years about consumers' relationship with alcohol. While headlines often talk about the rise of sobriety, this isn't the majority of the story. There's a more nuanced transformation happening in how Americans approach alcohol.
The real story isn't about elimination—it's about optimization.
This article is highlighting how many Americans are crafting personal "rules of engagement" with alcohol, from limiting drinking to specific days to choosing particular types of drinks. Almost half of Americans plan to drink less in 2025, with Generation Z leading this shift at 65%.
This shift towards moderation is making consumers more thoughtful about their relationship with alcohol. Consumers are discovering how much alcohol can affect sleep, how much it can affect workout recovery, how much that extra drink late at night slows you down the next morning...
Some people are reserving drinks for special occasions or bucket-list restaurants. Others are implementing practical strategies like "zebra striping" —alternating between alcoholic drinks and non-alcoholic drinks. These aren't people rejecting alcohol outright; they're rewriting their relationship with it.
This evolution reflects a broader cultural shift toward mindful consumption. Just as we've seen with food, exercise, and screen time, people are seeking balance rather than extremes. They're not viewing alcohol through a binary lens of "drinker" or "non-drinker," but rather asking themselves: "How can I make alcohol work better in my life?"
This is not a fad, it is a fundamental shift in consumers' relationship with alcohol, and it's here to stay.
This is why the future of drinking for most consumers isn't about abstinence—it's about options. It's about having the freedom to choose between full-strength, low-alcohol, and non-alcoholic alternatives depending on the occasion, mood, or time of day. It's about empowering consumers to make choices that align with their lifestyle goals without sacrificing the social and cultural aspects of drinking that they value.
As the conversation continues about drinking habits, let's move beyond the simplistic narrative of "sober versus drinking" and acknowledge the growing sophistication of consumers who are charting their own course toward more mindful consumption. Have you developed any strategies for finding some "middle ground"?
At Arlow and Surely, we strive to offer the best no and low options in the wine market. Will you meet us in the middle?
