In the US, afterworks are going green. Millennials and Gen Z, aware of the ravages of binge drinking, are increasingly turning to cannabis-infused drinks. THC as the new social fuel: a cultural shift that has alcohol lobbies seriously worried.
Gen Z and THC
In the U.S., having a drink after work is looking less and less like happy hour and more and more like high hour. According to a survey by Drug Rehab USA, a third of millennials and Gen Z workers now prefer a THC-infused drink to a glass of alcohol.The study, conducted among 1,000 working adults, only confirms a shift that has already begun: as cannabis legalization gains ground and the ravages of alcohol become better known, a good proportion of the younger generation is choosing weed over vodka.
The figures speak for themselves: 66% of American adults say they have tried alternatives to alcohol in the last six months, and nearly a quarter of them say they have replaced all or part of their consumption with non-alcoholic or cannabis-based drinks. In this ritual of “unplugging” after a day’s work, alcohol remains in the majority (45%), but nicotine (24%), cannabis (20%) and alternative beverages (16%) are now well established. “Habits are changing, and so are generations“, notes Drug Rehab USA. And evenings out are no longer just about a whisky neat at the counter: relaxation also involves a can of THC, a non-alcoholic beer or a nicotine sachet. It’s a habit that respondents prefer, as it avoids the pitfalls of overindulgence in alcohol.
Scientists are following the trend. One study on rodents showed that CBD reduced blood alcohol levels and binge drinking. Another, published in Molecular Psychiatry, showed that a single 800 mg dose of CBD helped people with alcohol-related disorders better manage their cravings.In May, federally-funded research confirmed that smoking weed just before drinking reduced the number of drinks consumed. In Canada, where marijuana is legal, beer sales are already declining. These are all signs that are worrying the alcohol giants, faced with the green competitor.
Green menace
Analysts are panicking: according to Bloomberg Intelligence, the substitution of cannabis for alcohol is “growing rapidly” and poses a “serious threat” to the alcoholic beverage market. And the phenomenon doesn’t stop at pints and glasses of wine. Survey after survey shows that Americans are also using cannabis to reduce their consumption of cigarettes, painkillers and even opioids, and a YouGov survey revealed that the majority of Americans consider regular alcohol consumption to be more harmful than cannabis. But, paradoxically, many still prefer a glass of wine, even knowing the risks.
One joint a day keeps the doctor away
The numbers, again, point to a silent revolution: young adults are now almost three times more likely to use cannabis daily than alcohol. A study published in Addiction confirms that there are now more Americans who smoke weed every day than those who drink daily, and it doesn’t stop there: a survey by the National Institute on Drug Abuse shows that many feel that limiting alcohol would be good for them, whereas they don’t feel the same need with cannabis. >
The final nail in the glug’s coffin: more and more studies indicate that cannabis is not only a festive alternative, but also a less dangerous substitute for otherwise heavier substances, such as morphine or methamphetamine. In Canada, legalization has been directly associated with a decline in beer sales; in other words, the American evening is looking less and less like “Mad Men” and more and more like a THC seltzer commercial. Against this backdrop, a major cultural shift has taken place: weed, once criminalized, has become the “safest” option in just a few years. Cheers to THC before it’s your health that suffers!
With Marijuana Moments
