The American relationship with alcohol is evolving. Drinking is no longer simply a marker of celebration; it is becoming a more intentional, mindful choice. Consumers are dialing back, exploring sophisticated non-alcoholic spirits, or enjoying bartender-crafted cocktails in a can. In 2025, two standout alcohol consumption trends, zero-proof tequila and ready-to-drink (RTD) agave cocktails, are redefining what it means to “have a drink.” Below, we unpack these developments alongside other noteworthy shifts and explore what they mean for incoming and rising brands.
A New Era of Mindful Drinking
Earlier this year, USA Today shared a statistic emphasizing that Americans plan to drink less in 2025. 49% say they expect to drink less in 2025 versus prior years. To achieve this, many plan to implement “new moderation strategies,” a phenomenon spanning all age groups and demographics. This trend allows consumers to seek control over their intake through lighter consumption, temporary abstinence, and single-category occasions.
Beyond broad population shifts, younger drinkers, particularly Gen Z, are the forerunners of mindful alcohol consumption trends. According to recent research, nearly two-thirds of Gen Zers (65%) plan to cut back on alcohol in 2025, and 39% intend to stay alcohol-free for the entire year, not just January’s “Dry January”.
Zero-Proof RTD Agave Drinks
One way many are working toward mindful consumption is by choosing zero-proof RTDs as an alternative. According to the IWSR, the segment is expected to see a 4% compound annual growth rate (CAGR) between 2024 and 2028, with non-alcohol options leading the pack at a 7% volume CAGR. This represents over USD 4 billion in incremental growth by 2028.
This moderate-drinking mindset isn’t about strict abstinence; it’s about choice, wellness, and enjoying the ritual of drinking. These ideals perfectly set the stage for innovations like zero-proof RTDs and further the demand for more options alike.
The Rise of Zero-Proof Tequila
RTDs aren’t the only zero-proof drink trending; alcohol-free versions of tequila are popping up more now than ever. Zero-proof tequila brands are meticulously tuning flavor profiles to mimic aged spirits, capturing signature agave sweetness, oak-barrel complexity, and nuanced bitters notes to satisfy discerning palates. Blanco-style alternatives already command over 41% of the non-alcoholic tequila segment, reflecting strong demand for authentic agave experiences without the alcohol.
Even on-premises venues are increasingly menuing zero-proof tequila cocktails. For example, Austin’s Sans Bar features agave-free Palomas, while Portland’s Holy Ghost offers curated mock margaritas alongside its 400-bottle agave collection. This further acknowledges the current alcohol consumption trends and how zero-proof is on the rise.
Other Notable U.S. Alcohol Consumption Trends
Beyond zero-proof tequila and RTDs, several other drinking movements are reshaping America’s beverage landscape:
Low-ABV (“Sessionable”) Spirits & Wines
Drinkers seeking balance are gravitating toward lighter pours that offer flavor without the intensity. Sessionable gins, low-alcohol vermouths, and sub-5% wines enable consumers to enjoy multiple cocktails or glasses over extended gatherings without overindulging. Brands like Aperol and Cynar have surged in popularity, buoying aperitif culture and prompting bartenders to craft spritzes and collins that lean on nuanced botanicals rather than high-proof base spirits.
Functional Cocktails
Wellness infusions are moving behind the bar. Cocktails fortified with vitamins, herbal adaptogens, CBD, and mushroom extracts cater to health-minded drinkers who want a “boost” alongside their buzz. Turmeric- and ginger-spiked margaritas and nootropic-enhanced spritzes blur the line between cocktail and functional tonic. These creations appeal to both curious millennials and wellness communities. These additions are especially trending in zero-proof as they add a bit of depth to the drink, intriguing the consumer.
Experiential Tastings & Subscription Boxes
Finally, a current alcohol consumption trend is the rise in virtual tequila flights and curated sampler subscriptions that democratize the tasting experience, an exciting opportunity for enthusiasts. Some premium subscription offers even provide a behind-the-scenes distillery tour via livestream, paired with at-home tasting kits, letting true devotees compare blanco, reposado, and anejo expressions side by side. Experiences like these are on the rise in industries worldwide, and the spirit sector is no exception.
A Prime Business Opportunity: Zero-Proof RTDs & Agave Spirits
With no- and low-alcohol volumes set to expand between 2024 and 2028, and no-alcohol leading with a 7% volume CAGR, delivering over USD 4 billion in incremental growth by 2028, brands have a rapidly growing market to claim. Whether you are just starting out or looking to transition into the sector, there are many reasons why zero-proof RTDs and agave spirits stand out:
- Strong Channel Momentum: Major retailers are carving out prime shelf space for non-alcoholic RTDs, while on-premises venues routinely feature agave-based mocktails alongside classic spirits, exposing these products to both health-focused and experience-seeking consumers.
- Premium Pricing & Margins: Unlike beer and wine, agave spirits command higher price points and margins. Zero-proof variants can be positioned at a 20–30% premium over basic RTDs, boosting profitability.
- Rich Brand Storytelling: Tequila and mezcal heritage—from ancestral agave farming to Mexican terroir—provides compelling narratives that resonate with today’s values-driven drinkers.
As investors and industry veterans’ eye the burgeoning sober-curious segment, tequila and mezcal producers that launch zero-proof RTDs now will secure first-mover advantages—locking in distribution, partnerships, and consumer loyalty before the category matures.
How Tequila & Spirits Mexico Can Help
Looking to get started and craft a custom label that accommodates the current alcohol consumption trends? Tequila & Spirits Mexico is here to help. With TSM by your side, you can have full confidence in the process. Enjoy personal attention from a seasoned agave-spirits team, with day-to-day follow-ups to guarantee milestones, artisanal quality—from first-class agave to premium packaging—and on-time delivery.
Learn more today by visiting tequilaspiritsmexico.com. We look forward to crafting a personalized spirit brand or zero-proof RTD.