People Are Drinking Less Than Ever. What’s Country Music to Do?

In Nashville's country music scene, industry professionals and artists are grappling with how declining alcohol consumption might affect their liquor brands and songwriting traditions, as a Gallup poll released in 2025 revealed only 54% of American adults now drink alcohol, down from 58% the previous year and significantly impacting a genre historically built around drinking culture. Ryan Gill, director of marketing for Three Chords Bourbon, Inc., has noticed a particular challenge: finding country artists who actually drink to promote their signature spirit brands. "That's become a huge hurdle in the last couple years," Gill admits, noting that this trend reflects broader cultural shifts, especially among Gen Z who show less enthusiasm for traditional drinking culture. The declining consumption has already impacted the alcohol industry, with whiskey supply exceeding demand and venerable distilleries like Jim Beam halting production for all of 2026 and George Dickel temporarily closing its Tennessee operation. This creates uncertainty for established country stars like Chris Stapleton, Dierks Bentley, and Riley Green, who have all launched their own branded spirits. While Stapleton, whose "Tennessee Whiskey" recently became the first country song certified Double Diamond, believes drinking in country music is cyclical and won't disappear, whiskey expert Fred Minnick warns that launching new alcohol brands has become increasingly difficult due to regulatory hurdles and market saturation. As the industry adapts, some are looking to alternative markets like cannabis, which is seeing significant growth among younger demographics. Willie's Remedy, a THC tonic promoted by Willie Nelson, has sold over 400,000 bottles since launching less than a year ago—five times the size of its founders' previous alcohol business. Despite these shifts, many songwriters maintain that drinking songs remain central to country music. Aaron Raitiere, who co-wrote hits like Lainey Wilson's "4x4xU," notes there are more weed songs emerging but drinking lyrics persist. Younger artists like Zach Top and Ella Langley continue to find success with drinking-themed music, with Top's album "Cold Beer & Country Music" and Langley's chart-topping hit featuring a Jack Daniel's reference proving the genre's enduring connection to alcohol culture.