Informed consumers center their purchasing decisions around discernment, creating a platform for enhanced trust and value creation between brands and individuals where information is shared freely. In the alcohol industry, where lifestyle marketing often masquerades as consumer education, failing to empower buyers with real data fosters an environment of distrust and weakens the potential of the collaborative platform. Our industry operates in cycles, shaped by the evolving sentiments of our customers. The largest players stay competitive by adapting to these shifts and delivering what consumers demand. While we have previously explored changing attitudes toward whiskey through economic booms and downturns, it’s crucial to take a broader view. As Gen Z reshapes media, marketing, and cultural demographics, we must examine how the industry and its customer base have transformed.

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At BAXUS, we believe that transparency and consumer education will define the next era of the alcohol industry. As countless publications reiterate, the narrative around alcohol consumption is shifting. On a top line basis, young adults are consuming less alcohol now than during previous survey periods. Several external factors contribute to this trend, the most significant being the lasting impact of COVID-19. The alcohol industry thrives on socialization—bars, clubs, restaurants, and gatherings drive its success. When these spaces were restricted or shut down, consumer behavior naturally shifted. Beyond that, the pandemic caused significant fluctuations in discretionary spending, both during the crisis and in its aftermath. However, this shift isn’t a decline, but a transition towards discernment. Consumers today—especially those of the younger generations, are approaching drinking with increased intentionality, prioritizing quality over quantity, knowledge over impulse, and special occasions over happenstance.

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Recent Gallup polls show that 62% of adults under 35 say they drink, down from 72% two decades ago. Young adults are drinking less frequently and are less likely to drink excessively, reflecting a broader shift in American attitudes toward alcohol consumption. While 55% of U.S. adults support reducing alcohol intake, they do not advocate for complete abstinence. At first glance, this trend might suggest an impending crisis for an industry rooted in centuries of cultural tradition. However, that’s not the case. While drinking rates have marginally declined at both ends of the age spectrum, adults aged 25 to 54 continue to drink at a steady rate—roughly 69%—consistent with past data. Overall, alcohol consumption in the U.S. remains stable, with 58% of adults reporting they drink, aligning with historical trends dating back to 1939. What we are witnessing isn’t indicative of a decline, but a demographic shift in alcohol culture—one that, for those embracing transparency and consumer education, presents new opportunities for serving the discerning consumer.

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Young adults are drinking less, but the overall market size remains steady. Those who adapt to shifting demographics can seize new opportunities while creating lasting value for their customers. As each generation ages, alcohol consumption tends to increase, making middle-aged adults the largest consumer segment—a role once dominated by younger drinkers. This shift reflects a more discerning, financially stable population with the means to spend, the maturity to drink in moderation, and the inclination to seek out meaningful drinking occasions. Their preferences are increasingly informed and often lean toward premium options, a trend the industry must recognize and embrace.

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For BAXUS, this is something we are witnessing on both the application and within our marketplace. The future of the spirits industry isn’t about volume—it lies within access, trust, and verifiable value. The market shift towards quality and transparency is priming the consumer for better purchasing decisions, our domains focus. By equipping collectors and enthusiasts with real-time data, provenance verification, and marketplace liquidity, BAXUS ensures that every purchase is backed by knowledge, not guesswork.

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The shift in drinking culture is an opportunity for brands that adapt, educate, and align with evolving consumers; they’ll define the next chapter of the industry.

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