The US surgeon general’s new push to warn consumers about the link between drinking and cancer comes at a precarious time for restaurant owners struggling to stay afloat amid falling sales of alcoholic drinks.
Alcohol sales have been declining, with 1.7 percent decrease in full-service restaurants between November 2023 and November 2024, according to the National Restaurant Association. The trend is particularly concerning for restaurateurs who rely heavily on alcohol sales as a significant source of income.
However, some restaurants are adapting to the changing consumer landscape by introducing more non-alcoholic beverages and creative cocktail options without liquor. Tracy Vaught, owner of five Houston restaurants, says her business has seen a decline in alcohol sales, from 31.5 percent of revenue in 2015 to 27.5 percent last year.
“I don’t see it as much of an issue, but it’s definitely making a difference,” she said. “Profit margins on drinks are higher, and the financial risks for owners are fewer.”
Other restaurateurs are also taking steps to address the decline. Ryan Schmied, director of food and beverage at the Amway Grand Plaza Hotel in Grand Rapids, Mich., has seen success with non-alcoholic beer and wine options, as well as specialty cocktails without liquor.
“We’re selling more $20 and $30 glasses,” he said, noting that customers are increasingly looking for quality over quantity. “Cocktails without liquor now account for about 15 percent of all beverage sales at the restaurants and bars in the hotel.”
As the surgeon general’s warnings gain traction, it’s unclear how much of an impact they will have on drinking habits. However, restaurateurs say that charging more for drinks can be a temporary solution to plug holes in the budget.
For now, some restaurants are seeing steady sales, while others are adapting to the changing consumer landscape. As one restaurateur noted, “10 or 15 percent can make or break a place.”
Source: https://www.nytimes.com/2025/01/08/dining/drinks/restaurants-alcohol-surgeon-general-warning.html