More Americans are ditching booze — and Portland is ready
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A record number of Americans are giving up alcohol — and Portland is one of the easiest places to go dry.
The big picture: The share of Americans who say that drinking, even in moderation, is detrimental to one's health hitting a historic high, according to Gallup data released last week, a belief that's echoed by recent scientific research.
Driving the news: Just over half (54%) of U.S. adults reported having alcoholic beverages on occasion this year. At least 60% said they drank each year between 1997 and 2023.
- Drinking among young adults has also been trending downward, and Gallup notes that trend has accelerated. The percentage of adults under 35 who reported drinking fell by nine percentage points, from 59% to 50%, since 2023.
Between the lines: The drop in women drinking from 2023 to 2025 has been more pronounced than it has among men, though both groups have seen a decline.
And as alcohol consumption has slipped, the nonalcoholic beverage sector has boomed.
- Bars and bottle shops increasingly cater to the "sober-curious" as consumer behavior mirrors consumption trends.
Zoom in: Portland may be one of the easiest cities in the country to go alcohol-free.
- Nearly every bar here has an NA menu, with many offering mocktails with the same craft and flair as their alcoholic counterparts.
- Deschutes Brewery, which is based in Bend but has an outpost in Portland, said nonalcoholic beer was its No. 1 priority this year, with sales expected to double in that category this year.
- Or if you're looking for a company that focuses solely on NA brews, check out Heck, a zero-proof brewery launched in Portland.
Zoom out: Research and health organization guidance on safe alcohol consumption has evolved in recent years.
- In January, former U.S. Surgeon General Vivek Murthy released an advisory detailing the link between alcohol and cancer and called on Congress to update warning labels on booze.
- The World Health Organization has emphasized that there is no safe amount of alcohol consumption that does not affect health.
The bottom line: The rise of sober living is reshaping bar culture, public health, and what's on tap.