POV: Where Has All the Alcohol Gone?

Last week I was out to dinner with my girlfriends. The kind of night that requires planning three weeks in advance, multiple calendar polls, and at least one babysitter cancellation scare. But we finally scored a coveted reservation at The Corner Store (shout out to Laura and her magical hookup skills) and we made it happen!

Let me set the scene. Six women, a corner booth, plates of the signature Caviar Lobster Rolls and French dip being passed like contraband, loud laughs, inside jokes, and that familiar feeling of wow, I really needed this. These are the women I love most and see far too rarely because we are all working moms mostly living in the NYC suburbs and, well, life is a lot.

It was not until we were all on our respective rides home that someone dropped a bomb in the group chat.

“I just realized this was the first dinner in ages where not one person had an alcoholic drink.”

Record scratch.

Huh. She was right. I did not realize it either.

And in one of those moments that feels a little too on the nose, Paula Cole’s “Where Have All the Cowboys Gone” was playing in my Uber. (Shoutout to 90s on 9). I immediately texted back, “Where have all the cowboys alcohol gone.”

As a girl who grew up watching Sex and the City, Hoda and Kathie Lee with their daily glasses of wine, and the Golden Girls clinking glasses at all hours, I fully bought into the idea that growing up meant martinis at hot NYC restaurants, chardonnay just because, and maybe (one day) nightcaps and bridge nights. (Side bar. I was today years old when I found out Blanche was in her early 50s. The future is looking very good for us ladies.)

So how did six women in their early 40s end up having a completely dry girls night at one of New York City’s hottest restaurants?

The more I thought about it, the more it made sense. Last week Forbes reported that Jim Beam actually halted production at its Kentucky distillery due to "significantly lower consumer demand," and $820 million was wiped off liquor stocks. In U.S. restaurants specifically, alcohol sales dropped 2.6% in 2023 and nearly 3% in early 2025. Beer and wine have taken the steepest hit, driven largely by Gen Z and Millennials choosing health-conscious, non-alcoholic options. Whether they're conscious about it or not. In our case, we didn't even realize what was missing.

As the kids say, this tracks.

But from my POZ, this is not just about trends and earnings calls.

As I mature, (because I refuse to write age), health has become a real priority for me and my friends. A good portion of that dinner was not spent talking about work or kids, but fitness routines, wellness habits, sleep, and diet. And here is the unsexy truth: alcohol makes you sleep like sh*t and feel worse the next day. Especially when you have a family (read: young kids) who do not care if you stayed out late. Life still starts early.

The former restaurant server in me immediately raised a red flag. Anyone who has worked the floor knows alcohol is not just a beverage. It is margin. It is check average. It is tips. I used to strategically walk extravagant cocktails past tables I knew were ready for their second round. It worked. Every time.

And now, when I am dining out with an empty glass quietly hoping for another round and my server is nowhere to be found, I cannot help but shake my head. Missed opportunity.

Here is the good news for operators. The upsell is not gone. It is evolving.

Mocktails are no longer an afterthought. They are premium, intentional, and increasingly priced like cocktails and guests are willing to pay. And this is not just anecdotal. Nation’s Restaurant News (hi, Bret Thorn!) recently reported that mocktails are going premium, with operators leaning into elevated ingredients, custom builds, and pricing that rivals traditional cocktails because guests are willing to pay for the experience. In other words, the ritual did not disappear when the alcohol did. It simply evolved.

Restaurants that treat zero proof menus with the same creativity and storytelling as their bar programs are seeing guests order second and third rounds. The margin opportunity is very real.

And one more thing I would be remiss not to mention.

While we did not drink alcohol that night, we absolutely devoured three desserts. Clean plates. No crumbs. So here is a hot tip for the servers reading this. That table of women who said no to booze will absolutely say yes to dessert. There is your upsell opportunity.

Julie’s POZ:

People, women and men, are prioritizing health. We do not need alcohol to connect, celebrate, or linger over a great meal. But restaurants still need smart upsells. The future is not dry. It is thoughtful. Premium mocktails, elevated desserts, and servers who know how to read the table will win.

And because my POZ always comes with a soundtrack, I will leave you with this…

Where is my dirty martini
Where is my bold red wine
Where is my brand name bourbon
Where has all the alcohol gone

Turns out it did not disappear.
It just changed its glass.