Americans Are Drinking Less. Here’s What That Means—and Why Monday Morning Is San Diego’s NA Pioneer
The Non-Alcoholic Boom
The headline is simple: Americans are cutting back on alcohol—and fast.
A new Gallup poll just clocked U.S. drinking at a 90-year low: only 54% of adults say they drink at all, and even those who do are drinking less often and in smaller amounts. For the first time, a majority of Americans (53%) now believe that even “one or two drinks a day” is bad for health.
And government data backs it up. The Substance Abuse and Mental Health Services Administration (SAMHSA)’s 2024 National Survey on Drug Use and Health shows declines in past-month drinking among young adults (18–25) and fewer people reporting binge or heavy drinking across the board since 2021.
Translation: moderation isn’t a fad—it’s the new default.
The non alcoholic drinks category is having a moment—and it’s more than a trend.
NielsenIQ reports non alcoholic beer, wine, and spirits grew 31% in tracked off-premise sales and now top half a billion dollars in the U.S.
Most sober curious drinks buyers still purchase some alcohol—proof that “damp” lifestyles are now mainstream.
IWSR forecasts double-digit volume growth for U.S. no-alcohol through 2028, with zero proof cocktails, NA RTDs (ready-to-drink), and alcohol free spirits leading the charge.
Why People Are Shifting
Here’s what’s fueling the shift away from alcohol and toward non alcoholic cocktails and alcohol removed wine:
Health clarity: Research headlines and changing guidance have moved public opinion—most Americans now see moderate drinking as harmful (Gallup).
Better alternatives: Mocktail recipes and functional beverages taste good now (finally), and they’re everywhere—from weeknight dinners to milestone celebrations (NielsenIQ).
Flexible lifestyles: Many aren’t going “sober forever”—they’re swapping in virgin drinks for certain moments. Over 90% of NA buyers also buy traditional alcohol (NielsenIQ).
Younger cohorts lead: Young adults show the sharpest declines in drinking and heavy drinking (SAMHSA).
Why Monday Morning?
Welcome to Monday Morning, San Diego’s first dedicated non-alcoholic bottle shop and tasting room—built for the sober, the sober-curious, the damp, the training-for-a-race crowd, the new parents, the “I’ve got an early meeting” crowd, and anyone who just wants to drink differently.
Here’s what makes us different:
400+ options across non alcoholic wine, beer, spirits, RTDs, and adaptogen drinks—curated by our Flavor Curators/Vibe Sommeliers.
Tasting flights & guided discovery that match flavor and function to your vibe (party, unwind, focus, social).
Education first: We’ll explain how dealcoholized wine keeps structure, which beers scratch the IPA itch, and how alcohol free beer near me searches now lead to craft-quality options.
Community & events: From mocktail classes to brand spotlights, we make trying NA actually fun—because the point isn’t to miss out; it’s to opt in.
Visit us in Pacific Beach or browse online at mondaymorning-af.com
New to NA? Start Here
Starting your damp lifestyle is easier than you think:
Tell us your go-to drink. Love Negronis? Hazy IPAs? Bright rosés? We’ll match that profile in zero alcohol soda or alcohol free apéritif form.
Take a flight. Side-by-side tasting is the fastest way to find your keepers.
Build a “damp” bar. Grab a house bitter, a citrusy aperitif, a zero-proof base spirit, plus a couple of quality mixers—instant weeknight wins.
Come to a demo. Learn how to shake a proper NA sour or pull off a spritz that actually slaps.
Need inspiration? Check out our non alcoholic drink ideas for low sugar NA drinks that don’t compromise flavor.
More Americans are choosing non-alcoholic drinks like zero-proof vodka.
Frequently Asked Questions About Non-Alcoholic Drinks
What are the best non alcoholic drinks to start with?
If you’re new to the NA world, start with non alcoholic beer (especially craft IPAs), a dealcoholized wine, or a zero proof cocktail. These give you the familiar flavor experience without the alcohol. At Monday Morning, our Flavor Curators can build a custom tasting flight based on what you already love.
Are non alcoholic drinks completely alcohol free?
Most alcohol free spirits, non alcoholic wine, and NA beer contain less than 0.5% ABV—about the same as ripe fruit or kombucha. That’s considered non intoxicating by U.S. standards. We also carry zero alcohol soda and functional beverages like adaptogen drinks and botanical tonics that are totally alcohol free.
Can non alcoholic drinks help me cut back on alcohol?
Absolutely. Many people use mocktail recipes, virgin drinks, and non alcoholic cocktails to swap out a few alcoholic drinks each week. This “damp lifestyle” approach is popular among the sober curious crowd and younger adults who are drinking less overall.
What’s the difference between non alcoholic and dealcoholized wine?
Dealcoholized wine starts as traditional wine and has the alcohol removed, preserving the body and tannins. Many alcohol removed wines taste nearly identical to their full-strength counterparts. We’ll happily walk you through how they’re made during your visit.
Where can I find non alcoholic drinks near me?
If you’re in San Diego, visit Monday Morning, the city’s first dedicated non alcoholic bottle shop in Pacific Beach. You can also shop our full collection of non alcoholic drink ideas and low sugar NA drinks online at mondaymorning-af.com.
The Bottom Line
The data says Americans are cutting back. The shelves say non alcoholic drinks have grown up. And Monday Morning says you’ve got a home base for all of it—San Diego’s original NA bottle shop and tasting room—where we make it easy (and delicious) to Drink Differently.
Visit us in Pacific Beach
Follow on Instagram for upcoming mocktail recipes, tasting flights, and community events!
