Not long ago, drinking was almost automatic. A party meant alcohol. A celebration meant a toast. And saying no often invited awkward questions. But something has quietly changed. Alcohol is still legal, widely available, and deeply embedded in culture. Yet, fewer people are choosing it across the world. Especially the young. So what’s behind this surprising shift?
In a recent video shared on the YouTube channel of Firstpost, anchor Palki Sharma breaks down how alcohol may be entering a phase similar to what cigarettes once faced (not a ban, but a behavioural exit).
From Normal To Questioned: Is Alcohol Losing Its Grip?
Palki begins by drawing a sharp comparison with smoking. There was a time when cigarettes were everywhere. Doctors and athletes smoked. Even flights had smoking sections. If you didn’t smoke, you were the odd one out. Then science stepped in, cancer data grew, awareness campaigns followed and smoking slowly went from COOL to DANGEROUS.
Now, a similar question is being asked about alcohol.
Globally, alcohol sales are slowing. In 2025, overall sales dipped by 1%. Wine took the biggest hit, falling by 2.4%. In fact, global wine consumption is now at its lowest level since 1961. Even spirits, once considered recession-proof, are losing pace. These numbers may look small, but for an industry that grew steadily for decades, the shift is significant.
Reason Behind The Drop In Sales
One of the biggest reasons behind this change is Gen Z. On average, Gen Z drinks 20% less than millennials. Many are choosing to avoid alcohol completely. Awareness plays a big role here. The WHO clearly states that no amount of alcohol is good for the body. Not even that “healthy” glass of wine. For all its polished branding, wine is losing credibility with younger audiences.
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Social habits are changing too. Drinking is no longer central to hanging out. Many people now prioritise fitness, mental clarity, and better sleep over late-night indulgence and hangovers. Calorie counting and wellness goals are replacing binge culture.
Another major factor is choice. The non-alcoholic beverage market is booming. Valued at $923 million in 2020, it could cross $1.7 trillion by 2028. Non-alcoholic beer is on track to become the world’s second-largest beer category. Add to this the rise of marijuana, now legal for recreational use in nearly half of US states, and consumption patterns are clearly shifting.
Money also matters. Inflation has made everything expensive, from rent to food. Costly cocktails are easier to skip. On top of that, people are socialising less. In the US, time spent with friends dropped from nearly 30 hours a month in 2003 to just about 10 hours in 2019. Less socialising naturally means less drinking.
Will Alcohol Become The New Cigarette?
The alcohol industry sees the trend and is adapting. Zero-alcohol beers, alcohol-free spirits and expanded mocktail menus are now common. “Sober curious” has even become a market category.
Still, experts don’t believe alcohol will fully follow cigarettes. Every generation tends to drink more as it ages. Plus, alcohol holds deep cultural and emotional space (tied to weddings, festivals, rituals and traditions that go back centuries). Cigarettes never had that.
But something important has changed. Drinking is no longer a rite of passage for Gen Z. It’s no longer social currency. And that quiet shift may be the most powerful change of all.
