The popular narrative implies that the sky is falling for winemakers and breweries. On the one hand, the percentage of adults in the U.S. who say they consume alcohol fell to 54 percent in 2025, the lowest in 90 years, according to a survey by Gallup. On the other, a study by the market research firm IWSR shows that the number of weekly drinks per U.S. adult has remained steady at around 10 to 12 for the past 50 years. The Brewers Association reports that U.S. beer production declined by just 1 percent in 2024— nothing Earth-shattering. Yes, people are drinking relatively less alcohol. But more people are turning to beverages that have very little or no alcohol at all, causing local breweries and winemakers to take notice of shifting consumer habits. “There is a lot of fear about people stopping drinking, but I think that is false,” says Brock Bill, director of marketing for Alvarado Street Brewery. “That’s not really the case.” Alvarado Street Brewery, which has locations in Monterey, Salinas and Carmel, offers two different types of froth water. There’s the sparkling water infused with the essence of Citra and Mosaic hops with zero alcohol and no calories, For a tropical flavor, there’s the Southern Hemisphere froth water with Nelson and Nectaron hops. Bill says the beverages give beer fans all the refreshing hoppy goodness without the possible hangover the next day. “It’s a nice beverage to finish your night,” he says. “It’s a perfect medley.” Alvarado Street Brewery unveiled its root beer at its first-ever Oktoberfest event in Monterey in 2025 to much success. Expect to see it again at the event in 2026, as well as it being a regular feature on the menu in the near future. Mid-strength beers, those that range in the 2- to 3-percent alcohol by volume (ABV) range, are also growing in popularity. 22 THE BEST OF MONTEREY BAY ® EAT + DRINK 2026-2027 MORE OF LESS Low- and no-alcohol beverages are becoming menu staples as local establishments navigate shifting consumer trends. By Erik Chalhoub Sunny With a Chance of Flowers COURTESY OF SINCERELY SOCIAL
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