A recent Gallup poll shows that only 54% of U.S. adults say they drink alcohol, the lowest in nearly 90 years of tracking. Alongside that, a record 53% now believe even moderate drinking can be harmful to their health.

At first glance, these numbers might seem like bad news for the beverage alcohol industry. But in reality, they highlight something far more nuanced: people aren’t necessarily turning away from drinking altogether — they’re changing how and why they drink.

Younger consumers, especially, are driving a new era of mindful drinking. They’re less interested in drinking for drinking’s sake, and more invested in experiences that feel intentional — whether that’s savoring a beautifully crafted cocktail, exploring small-batch spirits, or simply opting for fewer but better drinks.

This doesn’t mean alcohol is losing its place in culture. Instead, it’s being reframed. People want memorable moments, flavor exploration, and connection — not just consumption. That’s where competitions like ours come in: by spotlighting the brands, distillers, and innovations that deliver those elevated experiences.

Mindful drinking isn’t always about abstaining; it’s about balance. From low-ABV cocktails and alcohol-free spirits to thoughtfully made wines and spirits that showcase craftsmanship, the options today empower consumers to drink on their own terms. Bartenders and mixologists are also leaning into this trend, curating menus that pair indulgence with wellness — offering fresh, seasonal ingredients, lighter serves, and smaller pours without compromising on flavor or creativity.

The conversation around health and alcohol will continue, but it doesn’t need to be framed as all-or-nothing. Instead, the opportunity lies in celebrating choice. For some, that means enjoying award-winning spirits with intention. For others, it may mean reaching for a no- or low-alcohol alternative. Both paths reflect the same desire: to drink, or not drink, in ways that feel authentic, balanced, and enjoyable.

As a competition, we’re proud to champion brands across this spectrum, recognizing not just the products themselves but also the cultural shift they represent. Because whether you’re sipping a world-class whiskey neat, mixing up a tequila spritz, or exploring non-alcoholic innovation, one thing is clear: the future of drinking is about how, not how much.