Health Shift: From Suppressed Studies to Sober Trends

This week, the conversation around alcohol is shifting—and it’s not just about happy hour anymore.

A Buried Warning: RFK Jr. and the Case That Wasn’t Heard

A long-awaited study on alcohol’s health risks has been quietly shelved by the Department of Health and Human Services, despite being completed months ago. It detailed how even minimal drinking increases the threat of cancer, liver disease, and more Vox — RFK Jr. and the White House buried a major study on alcohol and cancer

RFK Jr., now leading HHS, oversaw the handling of these findings. Advocates argue the suppression prioritizes politics—and maybe industry appeasement—over public safety. In the meantime, a more lenient industry-friendly report was released instead, raising serious transparency concerns https://www.statnews.com/2025/09/04/federal-alcohol-health-study-not-released-dietary-guidelines/ STAT

Gen Z and the Sober-Curious Revolution

Meanwhile, younger consumers are redefining their relationship with alcohol:

• A Gallup poll shows only 54% of U.S. adults now drink alcohol—the lowest in decades—and 53% believe even moderate drinking is bad for health https://www.foodnavigator-usa.com/Article/2025/05/28/gen-zs-rising-interest-in-non-alcoholic-beverage-require-a-new-marketing-playbook FoodNavigator-USA.com

• Among Gen Z, more than 60% prefer non-alcoholic drinks socially, while only 39% say booze is their go-to OHBEV — “Gen Z Alcohol Trends, Consumption and Marketing 2025”
  https://www.ohbev.com/blog/gen-z-alcohol-trends-consumption-and-marketing OhBEV

• Research suggests Gen Z consumes 20% less alcohol per capita than older generations, with many seeking non-alc or mindful options

  NCSolutions / PRNewswire — “Nearly Half of Americans Plan to Drink Less Alcohol in 2025…”
  https://www.prnewswire.com/news-releases/nearly-half-of-americans-plan-to-drink-less-alcohol-in-2025-up-44-from-2023-according-to-ncsolutions-302354616.html PR Newswire

They’re not anti-fun—they just redefine what fun looks like: coffee instead of cocktails, wellness shots over shots over shots.

What This Means for the Beverage Industry

1. Health messaging is rising: Alcohol brands may soon need to adapt to a culture that associates drinking—not just overdrinking—with risk.

2. Niche brands gain ground: The shift toward non-alc, low-ABV, functional, and wellness-forward beverages keeps accelerating.

3. Regulatory winds may change: Suppression of science doesn’t dampen public interest—if anything, it increases demand for transparency and labeling.

Gen Z isn’t just moderating—they’re demanding change. The question for beverage brands is: are you ready for that?

— The XenBev Team