WACO, Texas (KWTX) – Over the last few years the Texas Restaurant Association says alcohol sales have gradually declined, affecting restaurants and bars across Texas and the country.
According to a Gallup survey, at least 60% of Americans reported drinking alcohol from 1997 to 2023. In 2025 that number dropped to 54 percent, a record low according to their polls.
Kyle Citrano, co-owner of George’s and Jorge’s Cantina, says the decline has had a big impact on the restaurant and bar industry.
“It’s been a detriment, you saw a ton of bars close after covid and never come back,” Citrano said.
Post-pandemic drinking patterns shift
After the pandemic he says there was a spike in alcohol sales, but that has now dropped to below pre-COVID levels.
“When you spend a year and a half at home you realize oh maybe I can have a drink at home or I’m not gonna go out or I’m gonna stop drinking,” Citrano shared.
Dr. Kristy Donaldson, a licensed professional counselor, says oftentimes whenever there is a spike in behavior it will often reverse within five to ten years.
“This would be about the time that we would start trending back down, you know, because people either realized it had become a problem or it started costing them too much,” Donaldson explained.
Health consciousness drives change
She adds that looking at the surveys this particular trend could be the result of other trends they’re seeing.
“Over half of them are citing that it’s due to bad health and I think that’s from mental health to physical health… people are starting to become more health conscious,” Donaldson shared.
Rising costs also factor into the decline. Citrano says it’s now more expensive to go out and drink than it was a few years ago.
“What it costs for us to sell alcohol and what it used to cost for the sale of alcohol is different, what it costs for me to pay the labor to do those things… all that’s changed a lot,” he said.
Business impact varies by establishment
Citrano says thankfully the drop in alcohol sales hasn’t affected his business significantly because alcohol represents only 25% of their revenue, with food and catering making up the other 75%.
However, as a Texas Restaurant Association board member, he said the decline can have a major impact on other businesses.
“For places that are just bars or that don’t sell a lot of food or that are typically… you know have that difference split where it’s 75% alcohol and 25%, that’s a major impact to them,” Citrano explained.
Sharing that right now they’re all doing their best to adapt to the changing market.
“I think the biggest thing is that you continue to, you know, tinker with your stuff, tinker with what you offer, and try to be open and available to everybody and I think that’s what you’re seeing,” Citrano said.
Statement from Kelsey Erickson Streufert, Chief Public Affairs Officer for the Texas Restaurant Association:
“The Texas Restaurant Association is hearing from operators across the state that many are experiencing a decline in alcohol sales. In a survey of Texas restaurant operators last year, 37% reported their alcohol sales were down year-over-year, compared to just 14% who said sales were up, while 34% said they were about the same. Our 2025 Texas Beverage Economics Report revealed a slight year-over-year increase in mixed beverage gross receipts statewide, but that growth is likely being driven by higher menu prices rather than increased consumer demand.
We are seeing customers shift toward other beverage options, including premium non-alcoholic offerings, creating new revenue opportunities for restaurants that stay adaptable and innovative in their beverage programs. The Texas Restaurant Association continues to host educational events focused on strengthening both alcoholic and non-alcoholic beverage strategies, and continues to support our members through this challenge with a variety of resources and advocacy.”
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