We’re at a weird turning point in our relationship with booze and other drugs. The war on drugs drags on despite a mountain of evidence that blanket bans don’t work, while alcohol, one of the more harmful substances out there, remains legal and deeply ingrained in culture.

Yet, despite its legal status, alcohol consumption is in decline, and the industry is facing a slow erosion - death by a thousand cuts.

But that doesn’t mean people are going full puritan. As old-school drinking culture fades, a wave of new beverages and experiences are stepping in to claim that social and personal space.

This article is all about exploring what might come next. I’m calling it…

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The cultural shift away from alcohol

Before we get into what comes next, let’s take a look at why alcohol is in decline.

Health & wellness movement

The evidence is clear - alcohol is toxic, with no safe level of consumption. Once seen as harmless or even beneficial in moderation, it’s now directly linked to cancer, liver failure, and heart disease. The World Health Organisation has reinforced this, and younger consumers are paying attention. Studies show Gen Z drinks far less than previous generations, viewing alcohol as more of a risk than a reward.

Mental health awareness is another major factor. As a depressant, alcohol fuels anxiety, mood swings, and poor sleep - directly conflicting with the wellness priorities of Gen Z and Millennials. With mental health now a mainstream conversation, alcohol’s appeal continues to decline.

Social norms

Drinking is no longer the default social activity. Movements like Dry January and Sober October have made sobriety socially acceptable, while digital culture reduces in-person drinking occasions.

The fear of hangovers, embarrassing moments, and loss of control, amplified by social media, has made excessive drinking far less appealing. Many young people now opt for virtual hangouts, gaming, and non-drinking social events instead. Productivity is also a priority - brain fog and hangovers don’t fit into an intentional, high-performance lifestyle.

Cossie livs

Let’s face it, life is expensive. And the continued rising cost of living is driving questions around big nights out. Alcohol is expensive, and many young consumers prefer to spend on fitness, travel, and wellness over nights out.

The trade-off is obvious: for the cost of a few rounds at a bar, you can get a meal out, go see some live music or do a week of pilates classes.

Emerging alternatives

As alcohol declines, new vices rise. Cannabis legalisation has made THC beverages and edibles a popular substitute, while psychedelics and functional mushrooms are gaining traction as “better-for-you” mind-enhancing alternatives.

Even workplace culture has shifted. Traditional after-work drinks are being swapped for wellness-focused alternatives - group fitness classes, non-alcoholic cocktail nights, and networking events with functional beverages.

The ritual remains, but the substance is changing.

The brands shaping the new vice economy

It might seem weird to you. Magic mushrooms and clean nicotine. But a good clue that something’s worth exploring further is that initial “wtf is this, it’s not for me” instinct. When you feel that, lean a little closer. That’s where the interesting new discoveries lie.

THC & Cannabis-infused beverages

Cannabis is quietly stealing alcohol’s market share, especially as more areas legalise it. Unlike smoking, cannabis drinks offer a controlled and socially acceptable experience.

Next-gen stimulants

Nicotine is making a comeback - without the tobacco or smoke. And it’s not just for smokers. People use nicotine for a quick boost in focus, mood, and energy. It stimulates dopamine release, which can enhance alertness and reduce stress. Some use it as a habit, while others turn to it as a cigarette or vape alternative.

Mushroom-infused beverages

With psychedelics gaining mainstream traction, functional mushroom drinks are on the rise.

These beverages tap into the growing interest in cognitive enhancement, stress relief, and natural wellness, offering benefits like improved focus, relaxation, and mood support. As decriminalisation efforts expand in places like Colorado and Oregon, brands are positioning mushroom-based drinks as a legal, everyday alternative to traditional stimulants or alcohol.

It’s worth noting that these drinks don’t include psilocybin, the ‘trippy’ mushrooms, but subtly leverage some of that lore in their positioning and marketing.

It’s not the end of social drinking

The fall of alcohol isn’t the end of social drinking - it’s just a reset. The brands leading this shift aren’t just swapping booze for something else; they’re giving us new ways to relax, celebrate, and connect.

I don’t think vices will disappear or that alcohol will go away entirely and we’ll all become adaptogenic-sipping hippies. But as new formats emerge, people will continue to seek new ways to feel a little buzz without the downsides of next-day doom.

What do you think?

Always curious to hear what brands capture your attention and where the puck is going. Just reply to this email if you have anything interesting here.