Study Reveals Gen X Alcohol Consumption Rises While Younger Americans Reduce Intake

Recent data indicates a notable shift in American drinking habits, showing an overall decline in alcohol consumption across the United States, particularly among adults under the age of 40. However, one older demographic is bucking this trend, with more individuals drinking than before the Covid-19 pandemic—and a significant portion doing so heavily, according to a new study.

For the first time since the onset of the pandemic, the percentage of US adults consuming any alcohol decreased between 2022 and 2024, according to a report published in the journal Annals of Internal Medicine. Interestingly, adults aged 50 to 64, a demographic roughly corresponding to Generation X, were the only age group in which alcohol consumption continued to rise.

While this increased consumption is likely detrimental to their health according to recent scientific findings, these older drinkers are also playing a crucial role in keeping bars afloat. These businesses have struggled in recent years as younger generations, traditionally the primary drivers of nightlife, move away from alcohol.

Dr. Brian P. Lee, a hepatologist and liver transplant specialist at Keck Medicine of USC in Los Angeles, who served as the principal investigator of the study, highlighted that individuals in their 50s and early 60s are the group “we were already most worried about health-related risks for alcohol” and where “we are seeing the highest increases in heavy drinking.” He emphasized that “this combination is particularly concerning.”

During the pandemic, as people retreated to their homes, overall alcohol consumption saw a sharp increase. In 2018, 66% of US adults reported consuming alcohol. By 2020, this figure rose to 69% and remained elevated at that level in 2022. Similarly, the rate of heavy drinking—defined as more than 15 drinks per week for men and eight drinks per week for women—climbed from 5.1% in 2018 to 6.1% in 2020.

“The leading theory has been that during periods of stress, people increase their alcohol consumption to cope,” Lee noted, pointing to historical precedents following events like 9/11 and Hurricane Katrina.

In 2024, the proportion of adults who drank, at 68%, remained above pre-pandemic levels but marked a decrease compared to 2022, representing the first drop since 2018.

The rate of heavy drinking also saw a general decrease, with the notable exception of the 50 to 64 age group. In 2018, the heavy drinking rate for this cohort was 5.6%; by 2024, it had climbed to 7.7%. Meanwhile, adults under the age of 40 were the only demographic to experience a decrease in heavy drinking rates between 2018 and 2024.

David Jernigan, a Boston University professor who has studied alcohol policy for decades, explained that the older generation “drank a lot in high school, and they have continued to drink a lot.” He noted that “drinking patterns get set fairly early in life, and the sea change just hasn’t reached that cohort.”

Lee expressed particular concern regarding the high rates of heavy drinking within this age group, noting that the average onset of alcoholic cirrhosis is 52 years old, and most alcohol-associated cancers occur in individuals aged 50 or older, according to research.

“Alcohol is a poison for the body,” Lee stated plainly.

For years, a common belief held that a daily glass of red wine could be beneficial to health. However, many public health organizations now warn that no amount of alcohol is entirely safe for consumption.

“The health halo surrounding alcohol has been largely discredited, and the younger generation, particularly Gen Z, seems to be absorbing the public health message that alcohol is actually not good for you,” Jernigan observed.

Nevertheless, alcohol continues to serve as a social lubricant. The restraint shown by younger crowds has negatively impacted bars, which traditionally relied on twenty- and thirtysomethings to stay out late. According to the drinks industry data company IWSR, alcohol consumption in the United States decreased by 5% in 2025 compared to the previous year.

As a result, some venues are shifting their focus toward older demographics who drink more and retire earlier.

In 2024, Laura Baginski launched the Earlybirds Club, described on their website as “a dance party for ladies who have [expletive] to do in the morning.”

These gatherings run from 6:00 p.m. to 10:00 p.m. and feature music from the 1980s, 1990s, and 2000s. The organization has successfully sold out upcoming events in Boston, Berkeley, California, and Chicago, as well as two nights at the legendary 1,200-person capacity 9:30 Club in Washington, D.C.

“Going out and having a good time is really important for your mental health,” said Baginski, who is 51. “Alcohol is a part of the experience for a lot of people, especially when they arrive at 6:00 p.m. and are feeling like they haven’t gone out dancing in a long time and think they need a little liquid courage.”

Andrew Bochenek, owner of The Magic Bag, a concert venue located in suburban Detroit, noted that Generation X has been a significant factor in their programming for the past 30 years.

“You would expect that to become less and less, and we would try to cycle through the new generations that are coming up,” Bochenek said. “But in light of what is happening with Gen Z and later millennials not drinking alcohol as much, it has made us really lean into the Gen X crowds.”

This programming includes hosting a Talking Heads tribute band and events like “Mega 80s: The Ultimate Retro Party!”

Bochenek reported that his alcohol sales have decreased by approximately 25% since 2019.

“I don’t think it’s a bad thing that younger adults are not drinking. I just think that for our business model, and for others like us, it’s really difficult to maintain that same level of operation when you don’t have the income to support it,” Bochenek remarked.

Still, Bochenek is mindful of the fact that as Gen X ages, they will eventually become less likely to attend concerts. To reach younger audiences, he is actively increasing his non-alcoholic beverage options.

Jernigan does not agree that the viability of these bars depends on Gen X drinking. He pointed out that mocktails can generate significant profit margins because they cost significantly less to produce than cocktails, yet bar owners often price them similarly.

He compares the concerns about bars closing due to Gen Z’s lower alcohol consumption to the initial fears surrounding smoking bans. However, there is little evidence to suggest that such restrictions actually forced bars and restaurants to close.

“There are lots of ways around this,” Jernigan said. “And frankly, the industries are going to have to get used to it because the trend is downward.”

Source link