Alcohol has and will always be a huge part of American culture, as shown by the disastrous failure of the Prohibition Era. However, drinking alcohol is becoming less common in younger generations of Americans, the Millennials and Gen Z. Research by Gallup shows that 62% of under-35 adults say they drink, down from 72% two decades ago. Young adults are also drinking less frequently and are less likely to engage in harmful binge drinking.
Amid this tide of moderation, one trend that is emerging among alcohol drinkers is to "drink less but better", where they prioritize the taste and experience of the beverage over drinking as much as possible and getting inebriated. This means they are less likely to purchase large quantities of cheap alcoholic beverages, rather preferring to consume and appreciate higher-quality drinks that may be more expensive, but provide a superior drinking experience.
