Americans Are Drinking Less Than Ever — Why Hemp Beverages Are Rising to the Occasion
A new Gallup poll has revealed something remarkable: only 54% of U.S. adults now report consuming alcohol, the lowest level since 1939. At the same time, more than half of Americans now believe that even moderate drinking—just one or two drinks a day—is unhealthy.
So, what’s behind this cultural shift? And what does it mean for the future of beverages?
Why Are Americans Drinking Less?
There are a few key factors driving this trend:
- Health Concerns: Major organizations, including the World Health Organization and the U.S. Surgeon General, have made it clear that no level of alcohol consumption is truly “safe.” This message is reaching more people than ever before.
- Cultural Shifts: Younger generations, especially Millennials and Gen Z, are leading the way in reducing alcohol consumption. They’re prioritizing mental health, wellness, and mindful living—and exploring alternatives that align with those values.
- The Rise of Sobriety Culture: From “Dry January” to the “sober curious” movement, Americans are discovering new ways to socialize, relax, and celebrate without alcohol.
What This Means for HighBridge Premium
At HighBridge Premium, we see this as a powerful opportunity to offer something better. Our hemp-infused beverages are designed for those who want balance, enjoyment, and community.
James Hunter, Founder and CEO of HighBridge Premium observed this to be more of a “Paradigm Shift” rather than a cultural shift. “The evolving cannabis market is the result of decades of work that led to organization, and finally mobilization that included all demographics. The marketplace dictates supply and demand, and suppression or erosion of one beverage category allows companies like HighBridge to fill those vacancies or voids. A win for the entire supply chain, especially the consumer! As the paradigm has shifted, the unthinkable has now become drinkable!”
Looking Ahead: A New Era of Drinking Culture
As alcohol use continues to decline, non-alcoholic and hemp-based beverages are booming. Consumers want flavorful, functional options that fit into a wellness-driven lifestyle.
That’s exactly where HighBridge comes in. From our Majical Ice TeaZ™ collaboration with Jim Belushi & Belushi’s Farm, to our crafted beverages and botanical seltzers, we’re reimagining what a “drink” can be.
“We strive to be educational, adhere to all regulatory standards, and promote responsible use,” added Hunter. “As our partners at Belushi’s Farm like to say—perhaps with a bit of divine humor—‘We’re on a mission from God.’”
Raising a Can to the Future
As more Americans reconsider their relationship with alcohol, there’s never been a better time to celebrate mindful alternatives. At HighBridge Premium, we’re proud to be at the forefront of that movement—crafting beverages that bring people together, spark joy, and fit seamlessly into a healthier lifestyle.