2026 trend: Alcohol out, THC drinks in

Published: Thursday, January 15, 2026 at 6:18 pm

Alcohol's Decline and the Rise of THC: A 2026 Trend

A recent survey paints a picture of shifting preferences among American adults, revealing a growing disinterest in alcohol and a rising acceptance of THC-infused beverages. The survey, conducted by Talker Research for Seorita, polled 2,000 adults aged 21 and older, uncovering significant generational differences in drinking habits.

The data indicates that 61% of respondents have experienced a decline in their interest in alcohol consumption since their first experience with it. This trend is particularly pronounced among Gen Z, with 63% reporting a decreased desire to drink. The survey suggests that Gen Z is leading the charge, with their disinterest in alcohol beginning around age 23, significantly earlier than older generations. Health and wellness concerns are cited as primary drivers, with 40% of respondents pointing to a desire to improve their health and 36% citing a dislike of hangovers.

The survey also explored emerging trends for 2026. While 18% of respondents believe drinking alcohol is "out," a similar percentage (18%) see THC drinks as "in." Nearly half of Americans (48%) believe THC products should be as socially normalized as alcohol, with Gen Z and millennials expressing even stronger support. When asked about their preferred method of THC consumption, 33% of respondents favored THC beverages over smoking marijuana (28%). The survey also found that 34% of respondents identify as "California sober," abstaining from alcohol but consuming marijuana, with Gen Z leading the way at 48%.

Rick Schepp, general manager of beverage for Seorita THC Margaritas, noted that consumers are prioritizing how they feel the next day, with THC beverages offering a modern alternative. The survey data suggests that THC demand is not a fleeting trend, with 60% of people believing that THC products will be more popular than alcohol among Gen Z in the coming years.

BNN's Perspective:

The survey highlights a fascinating cultural shift. While the trend towards reduced alcohol consumption and increased interest in THC beverages is undeniable, it's important to consider the potential implications. The normalization of THC products raises questions about public health, regulation, and responsible consumption. Further research and open dialogue are needed to navigate this evolving landscape and ensure a balanced approach.

Keywords: alcohol consumption, THC drinks, Gen Z, survey, health, wellness, social norms, California sober, trends, beverages, marijuana, millennials, drinking habits, disinterest in alcohol, Seorita, Talker Research

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