In Rochester, NY, two well-known alcohol producers—Black Button Distilling and Heroes Brewing Company—shut their doors this past weekend. Both businesses cited rising costs as a key reason for their closures, but another trend may have played an even bigger role: a shift in consumer habits, particularly among younger adults.
While overall alcohol use continues to rise in the U.S., it's an aging demographic that's driving those numbers. According to a 2023 Gallup poll, alcohol consumption among adults aged 35 and younger has dropped by 72% over the past two decades. In contrast, people aged 55 and older are drinking more than ever.
At the same time, marijuana use is booming, especially among younger Americans. Heroes Brewing even directly cited the growing popularity of cannabis as one of the factors impacting their sales. In fact, the same Gallup data reveals that marijuana use among adults aged 18 to 36 has doubled in the past year, and another 2022 study showed that daily marijuana users now outnumber daily drinkers in the U.S.
Locally, the cannabis market is gaining momentum. Grassroots Wellness, a new cannabis dispensary in East Rochester, recently celebrated its grand opening. Justin Zaluski, head of production at the store, says he’s noticed a cultural shift. “Using cannabis, people are benefitting from the same things they think they’re benefitting from with alcohol,” Zaluski explained. “
This points to a broader transformation in the way people unwind and connect. For decades, alcohol has been the go-to for social gatherings. Now, cannabis is stepping into that role, especially as public consumption becomes more normalized and legal retail options expand.
In Rochester alone, 15 licensed cannabis dispensaries have opened since January, and the number continues to grow. These businesses are not only meeting demand but also offering alternatives that appeal to a younger, health-conscious, and more cannabis-curious generation.
As consumer preferences evolve and economic pressures persist, businesses in the alcohol industry may need to adapt or pivot to stay afloat. Whether it's rising costs, shifting values, or new competition from cannabis, the landscape of recreational consumption is changing rapidly—and Rochester is feeling the impact firsthand.
