More Americans choosing sobriety as alcohol consumption hits historic low

PORTLAND, Ore. (InvestigateTV) — More Americans than ever are choosing to go without alcohol.

A 2025 poll reveals alcohol consumption among Americans is at 54 percent, the lowest point since 1939, when Gallup started tracking drinking behaviors.

One lounge in Portland, Oregon is embracing sobriety by only serving zero-proof drinks.

Zero-proof cocktail lounge opens in Portland

Urban River Spirits is giving people a chance to experience what a dry bar can be like with their newly opened lounge.

Michelle Garner, founder and co-owner of the lounge, said they sometimes get questioned of what’s the point behind it. “The point is options.”

Having made her first non-alcoholic mixer for a family gathering, Garner became inspired to start Urban River nearly three years ago.

“For me, having a non-alcoholic option is really important because there are people out there who are on medication and cannot have alcohol, or are allergic to alcohol, or just simply choose not to drink, but they still want the space,” Garner said.

An already well-established brand at pop-up events, they are now expanding to a brick and mortar mocktail lounge where people can have a zero-proof drink made with one of their dozens of signature flavors.

“I don’t really think that we could have created a Zero Proof Lounge 10 years ago and seen the warm welcome that we have seen now,” Garner said.

Though there was a spike in alcohol consumption in the early days of the pandemic, sips and pours have slowed significantly.

Studies have shown that Gen Z is drinking far less than previous generations, and those who do enjoy a good cocktail, beer, wine or cider are drinking less.

“My family doesn’t drink and I do and now we can all have this one thing and everybody’s excited about it,” Garner said. “Those are the moments that we really want to emphasize in our business and those are the moments that really keep us pushing forward to making space for not just us, but for businesses like us.”

Morning club offers dancing without hangovers

In Kansas City, Missouri, one venue boasts dance moves without the hangover.

AM Club is the brainchild of brothers who wanted a space to socialize without the alcohol and late nights.

“We realized there was a whole niche of people that don’t go out at nighttime, but they still wanted a place to come together, not drink alcohol and still fellowship,” said King Amfo, AM Club founder.

“Who doesn’t want a DJ in the morning? It didn’t feel like I had to put a bunch of effort into what I was wearing, what I was doing,” said Amanda Pena, participant.

AM Club can be found at West Bottoms coffee shop in Kansas City.