While national data suggest college students are rethinking their relationships with alcohol, local perspectives in Iowa City show a more nuanced reality.
A report from Goliath Consulting, a data insight firm that analyzes nationwide data and consumer trends, describes a “sober shift” among Gen Z, pointing to declining alcohol consumption, rising interest in wellness, and a surge in non-alcoholic and alternative beverages.
The report highlights that younger consumers are prioritizing mental and physical health, seeking social experiences that don’t always revolve around alcohol.
The study reports 21 percent of young adults abstain from alcohol completely, while 39 percent consume it on occasion. According to the report, 72 percent of young adults regularly consumed alcohol in 2003, while only 62 percent of young adults consumed alcohol in 2023.
However, this shift does not seem to be reflected in Iowa City. Chris Moore, general manager at John’s Grocery, said he has noticed a clear change in weekday drinking habits, but weekend alcohol consumption among college students remains strong.
Moore also pointed to a rise in non-alcoholic drinks and alternative beverages, particularly since the COVID-19 pandemic. He estimates sales in that category have grown by 50 percent each year since 2020.
Data from Iowa State University shows the consumption of wine in the state has decreased by 6 percent and found that Iowa consumers are shifting towards non-alcoholic drinks.
“That section has been growing so quickly, we keep having to create more shelf space for drinks,” Moore said. “We’ve also noticed a lot of college kids are drinking THC beverages during the week.”
THC drinks are infused with cannabis-derived compounds, and unlike other cannabis products, are legal in Iowa due to their low percentage of THC. The drinks typically have less than 0.3 percent THC, making them legal to sell and consume according to the state of Iowa.
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Nationally, the shift aligns with broader Gen Z preferences. The Goliath report found that many young consumers are drawn to products that allow them to socialize without the downsides often associated with heavy drinking, such as hangovers and health risks.
Mark Vander Weg is a professor and head of the University of Iowa Department of Community and Behavioral Health. Vander Weg cautions that even as drinking patterns evolve, alcohol still carries serious health risks for young adults and has long-term consequences.
“We are finding more and more evidence about a strong link to cancer,” Vanderweg said. “When it comes to cancer, the risks from drinking start at a much lower level than we previously anticipated.”
Vander Weg said one drink a day can increase the risk of cancers such as breast cancer and colorectal cancer. While younger people are unlikely to experience these outcomes immediately, Vander Weg said drink patterns established in college can accumulate over time, leading to long-term health risks.
Heavy alcohol use, Vander Weg said, is linked to a wide range of immediate harms, including motor vehicle accidents and poorer mental health outcomes. Over time, it can also contribute to chronic conditions such as high blood pressure, weight gain, diabetes, heart disease, and liver disease.
Alcohol-related cancer deaths have doubled in the U.S between 1990 and 2021, according to the U.S. Department of Health and Human Services.
Vander Weg also pointed to concerns about brain development, noting that alcohol use during young adulthood — when the brain is still developing — can affect cognitive health and increase the likelihood of future substance abuse problems.
Josh Immerfall, owner of several Iowa City bars, including Giddy Up, CAMP, and Scouts Honor, said he has not seen a significant decline in alcohol sales among young adults.
“Specifically in the Midwest region, I think alcohol sales still remain strong,” Immerfall said.
National Alcohol Beverage Control Association data from January 2026 shows a decline of alcohol sales between 2 to 4 percent from the previous year but highlights other factors that may be at play including inflation and the rising price of alcohol.
While national data points to a rise in non-alcoholic options, Immerfall said that trend has not fully translated into a traditional night out at a bar.
“We’ve seen a small rise in THC beverage sales, but nothing that moves the needle,” Immerfall said.
Instead, he said drinking culture in college towns such as Iowa City may be more resistant to change, especially given the strong social norms tied to going out.
Cody Smith, a fourth-year student at the UI, echoes that perspective. Smith said these expectations shape how he spends his weekend and socializes.
“I don’t think that students are drinking less than in the past,” Smith said. “I think that because there isn’t really much else to do around here on weekends besides drinking is why it is so popular.”
For Smith, cost plays the largest role when deciding whether to spend his night downtown. He said if he cannot afford nightlife, he and his friends will simply find an alternative, such as playing video games or card games. But, he emphasized that drinking still plays a central role on campus.
“People see drinking and going to the bars as a social event and a great way to meet new people,” Smith said. “Especially being on a campus where going to the bars and drinking is the norm, everybody just wants to fit in.”