Young demographics have been leading the way, with 53% of Gen Zers saying they want to curb their booze consumption, compared to 40% in 2023, per NCSolutions. In the past six months, 54% of legal-drinking-age Gen Zers have abstained from alcohol. In the meantime, millennials are also shifting their drinking habits, with 49% aiming to imbibe less in 2024 compared to 26% last year, according to IWSR.

The New Bar, a pioneering curator in the category, is also growing. The brand added a second retail location in the trendy West Hollywood neighborhood, and it is slated to open its first San Francisco store in May.