Something is quietly shifting at restaurant tables across America. Diners are arriving, scanning the menu, and making a deliberate choice – they’re skipping the bundled drink package, and reaching for something else entirely. It isn’t about budget cuts alone, or even sobriety. It’s a broader cultural realignment around what people actually want from a night out, and the beverage industry is scrambling to keep up.
The Value Equation Has Changed
Consumer caution has led to a “trade-down” effect, where customers actively seek value-oriented promotions or skip add-ons like a beverage to manage their check size. This behavioral shift isn’t subtle – it’s showing up directly in earnings calls and sales reports across the restaurant sector. The state of the consumer was top of mind during 2025 earnings calls, as restaurant executives consistently described a more cautious and discerning customer, with leaders from major brands like McDonald’s, Chipotle, and Starbucks noting that lower-income consumers, in particular, are feeling pressure from a challenging economy and pulling back on visit frequency.
According to Technomic’s 2025 annual outlook, 72% of consumers wish more restaurants would offer value meals. That desire for value isn’t just about cheap food – it extends to beverages. When a bundled drink package adds $20 to $30 per person on top of an already stretched restaurant budget, many diners are simply saying no. In 2024, U.S. consumers reported spending an average of $191 per person per month on dining out, a significant rise from about $166 per month in 2023, partly due to higher menu prices that drove up the cost of food prepared away from home by roughly 7%.
A Nation Drinking Less Alcohol
In 2024, 25% of Americans 21 or older did not drink any alcohol at all. That’s a striking number – one in four adults of legal drinking age entirely abstaining. The Gallup organization has tracked this cultural shift for years, and the data is unambiguous. Gallup’s most recent survey found that, as of 2024, an all-time high 45% of Americans said moderate drinking of one or two drinks per day was bad for one’s health, while just 8% said it was good for health – both of those figures representing record levels since the poll started.
A 2018 Berenberg Research report found that Gen Z drinks 20% less alcohol per individual than Millennials, who drink 20% less than Gen X did at their age. A recent Gallup Poll survey found that 62% of adults under 35 drink alcoholic beverages, down from 72% two decades ago. These generational patterns matter enormously for restaurants, since younger diners are shaping menus now and for the decades ahead. According to a 2026 James Beard Foundation report, the rise of non-alcoholic beverages was the top consumer trend cited – and alcohol has historically helped offset tight food margins, so when diners drink less, operators “don’t make up the whole revenue.”
The Sober Curious Movement Takes Hold
The sober curious movement is about drinking with intention rather than complete abstinence. Sober curious consumers question why they’re drinking and explore the mental and physical benefits of drinking less or not at all – it’s about enjoying the ritual and taste of a beverage without the negative side effects that can come with alcohol, emphasizing mindfulness and moderation over mindless drinking habits. This framing has made a dramatic difference in how the movement spreads. It removes the stigma of full sobriety while still encouraging people to reconsider their relationship with alcohol. Sixty-six percent of Gen Z consumers are actively trying to drink less alcohol.
The data shows that sober-curious individuals are driving the mocktail trend alongside moderate drinkers, with 56% of “very” sober curious Americans 21 and older having purchased a mocktail in the last 30 days. Restaurants are paying attention. The hospitality industry is ramping up its mocktail offerings in response to Millennial and Gen Z drinking habits – a perfect example being Marriott Properties, which has across the board increased its non-alcoholic offerings at several of its bars and restaurants.
Mocktails and Functional Drinks Are the New Stars
The mocktail market, valued at USD 7.93 billion in 2024, was projected to reach USD 8.38 billion in 2025 and further escalate to USD 14.34 billion by 2033, driven by a strong CAGR of 5.7%. These aren’t just fruit juice and soda anymore. The craft behind zero-proof drinks has matured rapidly. Mocktails, zero-proof, spirit-free – whatever the terminology, well-crafted cocktails without alcohol are table stakes now, with bartenders and restaurants exploring the next frontier of low-ABV cocktails and wines with less alcohol, as many consumers look for lower-proof drinks that offer the same depth and texture as the full-proof kind.
According to the 2025 What’s Hot Culinary Forecast, menus will have more to offer wellness-conscious restaurant guests seeking beverages that may boost energy levels, lower stress, or transport them back to a time when things seemed simpler. On the non-alcohol side, restaurant guests will find more beverages that enhance digestive health and sharpen cognition, potentially improve immunity, and increase general well-being, with examples including cold brew coffees, boba teas, kombucha, and a variety of energy drinks. The leading trends include low-alcohol cocktails with 63% awareness and 51% interest, and functional sodas with 66% awareness and 58% interest, according to Datassential.
Non-Alcoholic Beverage Sales Are Surging
Retail sales alone of nonalcoholic wines, beer, and spirits hit $740 million in the 52 weeks ending July 20, 2024, reports NielsenIQ – a 31% increase over the year prior. That’s retail only. On-premise and food service numbers push the overall figure considerably higher. With $925 million in off-premise sales and 22% year-over-year growth, the non-alcoholic category was on track to exceed $1 billion by the end of 2025.
Year after year, low- and non-alcoholic drinks are becoming more popular, especially among American consumers – 80% of people who order alcohol for delivery have ordered low- or non-alcoholic beverages in the past six months, and there was an 82% increase in DoorDash orders with non-alcoholic beer from 2023 to 2024. The numbers coming out of the non-alcoholic spirits category are especially striking. In 2024, non-alcoholic spirits saw year-over-year growth of 29%, while non-alcoholic wine and beer grew by 18% and 15%, respectively.
What Restaurants Are Doing in Response
In 2025, Americans embraced balance when it comes to their meals and drink choices – it’s all about vibrant, veggie-packed dishes and thoughtfully crafted mocktails. Smart operators have realized that the guest who skips the wine package isn’t leaving money on the table – they’re an opportunity waiting for a compelling non-alcoholic offer. Nearly a third of consumers feel non-alcoholic drink options are still lacking, with 32% of Americans saying there aren’t enough choices on restaurant or delivery menus.
According to a Monin Proprietary Research Survey, 32% of casual diners are interested in ordering a mocktail, and nearly 2 in 5 consumers say they completely abstain from alcohol, with Gen Z and Millennials intentionally reducing their alcohol consumption due to various health and wellness factors. The opportunity for restaurants to monetize this shift is real. Non-alcoholic beverages also often have higher profit margins, making them a smart addition to any menu. The diners are ready – the question now is whether enough menus are ready for them.
