The VinePair Podcast: Turns Out Americans Are Still Drinking

Join VinePair at the Charleston Wine + Food Festival March 4th – 8th, 2026. This five-day festival, which is now entering its 20th year, showcases the very best of Charleston — infused with the talent of world-renowned chefs, winemakers, authors, artisans, and culinary storytellers from around the globe. Joanna and I will each be hosting a Beverage Workshop and a special dinner featuring Theodora and Renzo, so be sure to get tickets at chswf.org for these and other exciting events before they sell out! See you in Charleston.

Last week, Reuters published data shared by the IWSR that cast an interesting light on the argument that Americans — especially Gen Z Americans — are drinking less. According to the IWSR, the number of weekly drinks Americans consume has hovered between 10 and 12 since 1995. While that number is currently at its lowest since 1995, it’s only a decline of about 1.5 servings per person per week (a.k.a. consumption levels are basically the same).

Moreover, the report highlights the fact that Gen Z is not shunning alcohol any more than other generations, despite the widespread belief that the youths are leading the charge toward sober living. And for the ones who aren’t drinking, it’s not a lifestyle change guiding their decision — it’s a financial one.

Today on the “VinePair Podcast,” Adam, Joanna, and Zach discuss some of this survey data and try to explain why sales numbers still remain sluggish in many categories despite this. Tune in for more.

Join us for a live podcast recording at the Unified Wine & Grape Symposium in Sacramento, Calif., on Wednesday, Jan. 28, 2026

Joanna is reading: The 26 Best New Breweries of 2025, According to Beer Pros
Zach is reading: Rogue Is a Case Study in Craft Brewery Collapse
Adam is reading: The 7 Best Red Wines to Gift This Holiday (2025)