Mocktails Taking Over US Youth Drinking Habits Before Official Warning

The U.S. Surgeon General has recently issued a warning regarding increased cancer risk related to alcohol consumption, which has caught the attention of younger Americans who have been gravitating towards non-alcoholic beverages such as mocktails and juices.

Fall in Alcohol Consumption Among Youths

Alcohol intake reduction can be seen in young people recently. According to a 2023 survey carried out by the U.S. Substance Abuse and Mental Health Services Administration, it reveals that only 49.6% of the Americans aged between 18-25 reported having drunk alcohol in the past month compared to 59.6% recorded in 2013.It is believed to be due to an increasing public health campaign and increased interest in wellness.

Sean Goldsmith, CEO of The Zero Proof, an e-commerce platform for non-alcoholic beverages, said that there is growing awareness of the risks caused by consuming alcohol. “More and more people are realizing that alcohol isn’t good for you,” he said. His business spikes during “Dry January,” a month when many abstain from alcohol. Interestingly, 90% of his customers are alcohol drinkers looking for healthier options, with Millennials aged 28-43 making up a significant portion.

Mocktails Gain Popularity

According to Reuters, Brooklyn resident Amy Hudson, 35, cut back on her alcohol intake after suffering from chronic migraines. “Mocktails became a way to get antioxidants while incorporating anti-inflammatory ingredients like pineapple, cherry juice, and ginger into my diet,” she said.
Sara Martin, a 42-year-old salesperson in Los Angeles, echoed similar sentiments. She finds mocktails a great alternative at work events in her industry, where heavy drinking is common. “I’m glad younger colleagues are challenging the compulsory drinking culture,” she said.

Public Health Bodies Raise Awareness

Public health organisations, including the World Health Organization, are increasingly focused on alcohol’s health risks after decades of progress with tobacco control. The American Medical Association reiterated its long-standing warning about the cancer risks of alcohol, emphasizing that public awareness remains limited despite extensive evidence.

Cultural Shifts Against Drinking Norms

Los Angeles salesperson Sara Martin, 42, sees mocktails as a viable alternative during work events in her industry, which has a heavy drinking culture. “Younger professionals are challenging the norm of compulsory drinking,” Martin said. However, she believes that simply labelling alcohol with cancer risk warnings won’t suffice. “It took years of campaigns to firmly connect cigarettes to lung cancer. Warning labels could be the first step in reducing alcohol consumption.”

As awareness grows and younger generations shift toward healthier choices, the push for updated alcohol warnings may gain traction in reshaping societal attitudes toward drinking.