With U.S. drinking at a record low and global alcohol consumption forecast to decline, the independent New York cannabis brand sees a broader shift in how adults socialize, unwind and celebrate.

Lost in the Smoke

A cloud of smoke takes over the frame as the moment disappears into the haze.

New York, New York, Aug. 22, 2026 (GLOBE NEWSWIRE) -- For generations, alcohol occupied an almost automatic place in adult social life.

A drink after work.

Beer at the game.

Wine with dinner.

Cocktails on a date.

Champagne for a celebration.

A nightcap before bed.

That relationship appears to be changing.

New consumer research and long-term market forecasts increasingly point toward declining alcohol consumption in the United States and other major global markets, while adults simultaneously have more choices than ever for how they spend their recreational time and money.

Independent New York cannabis brand Silly Nice sees legal cannabis becoming part of that expanding landscape. Visit Silly Nice

The company is not predicting the disappearance of beer, wine or spirits. Nor does Silly Nice suggest that everyone drinking less alcohol is replacing it with cannabis.

Instead, the company sees something potentially more significant happening:

Alcohol is losing some of its position as the automatic choice for adult social occasions.

According to Gallup, only 54% of U.S. adults say they drink alcohol, holding at a record-low level for the second consecutive year. Read Gallup’s research on U.S. drinking rates

That number becomes even more striking when viewed historically.

Gallup has tracked American drinking habits for decades. From 1997 through 2023, at least 60% of Americans consistently reported drinking alcohol. The number fell to 58% in 2024 before reaching 54% in 2025 and remaining at that record-low level in 2026. Explore Gallup’s historical alcohol consumption data

The shift extends well beyond a single American survey.

Research from global beverage analytics firm IWSR forecasts that worldwide alcohol consumption will continue declining until at least 2031 and remain below 2025 levels in 2035, even as the global legal-drinking-age population is expected to grow. Read Reuters’ report on the IWSR global alcohol forecast

For an industry that has spent generations woven into celebrations, restaurants, nightlife, sports, dating and entertainment, the implications extend beyond beverage sales.

They point toward a changing relationship with the ritual of drinking itself.

Adults Have More Choices Than Ever

Consumers are no longer simply choosing between beer, wine and liquor.

They are navigating an increasingly diverse adult marketplace that includes craft cocktails, non-alcoholic beer, mocktails, functional beverages, THC beverages and, where legal, cannabis flower, hash, concentrates, vapes and edibles.

Some are drinking less.

Some are abstaining altogether.

Some consume cannabis.

Some may choose alcohol on one occasion and cannabis on another.

Others are simply questioning habits that previous generations rarely had reason to reconsider.

Recent YouGov research found that 36% of Americans aged 21 and older who drink alcohol say they are drinking less than they were 12 months earlier, while just 5% say they are drinking more. Another 2% say they stopped drinking altogether. Read YouGov’s 2026 alcohol consumption research

Among those cutting back, the most frequently cited reason was surprisingly straightforward:

They simply had less desire to drink.

Half of those drinking less cited reduced desire as a contributing factor, followed by health concerns and cost, according to YouGov. See the full YouGov findings

For LeVar Thomas, Co-Founder of Silly Nice, the shift represents something bigger than a competition between cannabis and alcohol.

“For generations, alcohol was almost assigned to the moment. Friday night meant drinks. Dinner meant wine. A celebration meant champagne. But people are starting to question that default, especially as we understand more about the very real health consequences of alcohol. In the United States alone, alcohol is linked to roughly 178,000 deaths each year and contributes to more than 200 diseases and injury-related conditions. Cannabis has its own risks and should always be used responsibly, but its history of acute toxicity is dramatically different, with fatal overdose from cannabis alone extraordinarily rare. That matters. Cannabis doesn’t need to replace alcohol for the culture to change. It simply needs to be recognized as another adult choice. A joint, some hash, a mocktail, a drink, or nothing at all. People are realizing the moment belongs to them, not to tradition. Silly Nice was built for that world.”

— LeVar Thomas, Co-Founder, Silly Nice

Cannabis Does Not Need to Replace Alcohol to Change the Market

The distinction matters.

Available evidence does not establish that falling alcohol consumption is primarily the result of people abandoning alcohol for marijuana.

That would be too simplistic.

People are reducing alcohol consumption for numerous reasons, including changing preferences, health considerations, cost, lifestyle changes and broader generational shifts.

Cannabis is one part of a much larger transformation.

But that does not make the intersection between the alcohol industry and legal cannabis industry any less important.

If anything, it makes the story more interesting.

Cannabis and alcohol increasingly compete for something broader than beverage or dispensary market share.

They compete for occasions.

The Friday night.

The concert.

The backyard gathering.

The dinner party.

The weekend away.

The evening at home.

The celebration.

For legal cannabis brands, capturing even a small percentage of occasions historically associated almost exclusively with alcohol could represent a significant cultural and economic shift.

A consumer does not have to quit drinking forever to decide that this particular Saturday belongs to cannabis.

From Craft Beer to Craft Cannabis

The transformation also resembles another important chapter in modern consumer culture.

Decades ago, American beer was dominated by a relatively small universe of mass-market products.

Then consumers began asking questions.

Where was it made?

Who made it?

What ingredients were used?

What style is it?

Was it produced locally?

How small was the batch?

What makes this IPA different from another one?

The craft beer revolution transformed beer from a commodity into something enthusiasts discussed in terms of ingredients, process, provenance, flavor, craftsmanship and identity.

Legal cannabis is increasingly developing a similar vocabulary.

Today's cannabis consumer can encounter traditional hash, solventless extracts, infused flower, crystalline THCa, terpene profiles, live resin, cultivar-specific products, concentrates and sophisticated vaporizer formats.

That is precisely the space Silly Nice has chosen to occupy. Explore Silly Nice cannabis products

Rather than concentrating exclusively on one form of cannabis, the New York brand has developed products spanning Bubble Hash, Frosted Hash Ball, Diamond Powder, infused flower and vapes.

The formats are dramatically different.

The philosophy connecting them is not.

Make cannabis worth paying attention to.

Traditional Hash Meets the Modern New York Cannabis Market

One of the clearest examples is the Silly Nice Frosted Hash Ball, which builds on traditional hash culture with a modern high-potency twist.

The product begins as a traditional Temple Hash Ball dusted with Silly Nice Diamond Powder, bringing an old-school cannabis format into the contemporary New York recreational market. Discover Silly Nice products

Then there is Silly Nice Bubble Hash, a solventless concentrate produced using ice water rather than chemical solvents.

Bubble Hash connects directly to one of cannabis culture's longest-running traditions: separating and concentrating the resin-rich trichomes found on the cannabis plant.

Silly Nice Diamond Powder occupies an entirely different end of the spectrum.

The highly concentrated crystalline product gives experienced consumers another way to explore cannabis concentrates and can be incorporated into several consumption formats.

And Silly Nice Frosted Flower combines Papaya Wine strain flower with Live Resin before being dusted with Silly Nice Diamond Powder, bringing flower and concentrate culture together in one infused product.

Consumers can then move into portable formats through the brand's vape lineup.

The portfolio reflects a broader evolution happening throughout legal cannabis.

There is no longer one universal definition of “smoking weed.”

Much like modern alcohol consumers can move among bourbon, natural wine, craft beer, cocktails and alcohol-free alternatives, adult cannabis consumers increasingly have distinct formats, rituals and levels of craftsmanship to explore.

Hash Gives Cannabis a Global Cultural History

The conversation also extends well beyond the United States.

Modern recreational dispensaries are relatively new.

Hash culture is not.

Cannabis resin has been collected, pressed and consumed in different forms across generations and cultures, particularly throughout regions of Asia, North Africa, the Middle East and Europe.

That historical lineage gives traditional hash an unusual position within today's rapidly modernizing cannabis market.

It is simultaneously ancient and contemporary.

For experienced consumers, hash can represent familiarity and tradition.

For consumers entering legal dispensaries for the first time, it can feel like an entirely new category.

Silly Nice has deliberately embraced both sides of that equation.

The brand combines traditional cannabis formats with contemporary concentrates, infused flower and modern vaping technology rather than assuming one method of consumption will define cannabis culture.

The Bigger Competition Is for the Moment

Alcohol companies have spent decades becoming masters of occasions.

Beer owned the game.

Champagne owned the toast.

Wine owned dinner.

Cocktails owned happy hour.

Cannabis companies are increasingly learning that products become culturally powerful when people connect them to their own rituals.

A joint shared among friends.

Flower topped with a small amount of Bubble Hash.

A concentrate saved for a particular session.

A vape carried for convenience where possession and use are permitted.

Those are rituals too.

And as consumers reconsider when, why and whether they drink alcohol, more room potentially opens for entirely different traditions to develop.

That doesn't necessarily mean cannabis replaces the cocktail.

Sometimes it simply means the cocktail is no longer the only option being considered.

The Global Alcohol Market Is Facing a Long-Term Shift

The international numbers make this conversation particularly important.

According to the IWSR forecast reported by Reuters, worldwide alcohol consumption is expected to continue falling through at least 2031. By 2035, consumption is projected to remain approximately 1% below 2025 levels despite the global legal-drinking-age population increasing roughly 9%. Read the global alcohol forecast from Reuters

Declines are expected in several major alcohol markets, including the United States, China, Germany, Japan and the United Kingdom.

At the same time, the picture is not universal.

Markets including India are expected to expand, reinforcing why the story should not simply be characterized as “the death of alcohol.”

Something more complicated is happening.

Consumer behavior is fragmenting.

The automatic drink is becoming a deliberate choice.

A New Adult Social Landscape Is Emerging

The global alcohol industry remains enormous.

Beer, wine and spirits are deeply embedded in human culture and are unlikely to disappear.

But something important happens when fewer consumers consider drinking obligatory.

The social occasion opens up.

One person orders wine.

Another orders a zero-proof cocktail.

Someone else chooses cannabis later where adult use is legal.

Another person chooses nothing.

The significance is not that one option defeats all the others.

It is that choice itself becomes normalized.

That may ultimately prove more consequential than a simplistic cannabis-versus-alcohol narrative.

Silly Nice sees the future as being defined less by replacement and more by a rapidly expanding menu of adult choices.

As Thomas puts it:

“The exciting part isn't cannabis beating alcohol. The exciting part is people realizing the ritual belongs to them.”

— LeVar Thomas, Co-Founder, Silly Nice

New York Gives the Trend a Unique Test Market

New York offers an especially interesting environment for watching that transition develop.

The state combines one of America's largest adult populations with globally influential nightlife, restaurants, music, fashion, tourism and entertainment cultures.

At the same time, New York's regulated adult-use cannabis industry has created a growing network of licensed dispensaries introducing consumers to flower, hash, concentrates, vapes, edibles and other legal cannabis formats.

That puts independent New York brands like Silly Nice at an unusual intersection of cannabis, consumer behavior and culture.

The company is betting that cannabis culture will increasingly be defined not simply by potency, but also by craftsmanship, product format, ritual, provenance and personal choice.

Alcohol Isn't Disappearing. The Default Is.

That may ultimately be the larger story.

Alcohol does not need to disappear for its cultural position to change.

Cannabis does not need to replace alcohol for its cultural position to grow.

Mocktails do not need to replace cocktails.

And consumers do not have to join a movement or adopt a label to decide they simply do not feel like drinking tonight.

What is changing is the assumption.

For generations, adults were often expected to drink because an occasion called for drinking.

Increasingly, the occasion does not make that decision.

The consumer does.

For cannabis brands, non-alcoholic beverage companies, restaurants, nightlife operators and the massive global alcohol industry, that shift could become one of the defining consumer stories of the next decade.

For Silly Nice, it represents something even simpler.

More ways to enjoy the moment.

About Silly Nice

Silly Nice is an independent New York cannabis brand producing small-batch hash, infused flower, concentrates and vapes for the state's regulated adult-use market. Visit the official Silly Nice website

Its product portfolio includes Bubble Hash, Frosted Hash Ball, Diamond Powder, Frosted Flower and multiple vape formats, bringing together traditional cannabis craftsmanship and contemporary concentrate technology.

Adults 21 and older can use the Silly Nice Store Locator to find licensed New York dispensaries carrying the brand. Find Silly Nice at a licensed New York dispensary

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Lost in the Smoke

CONTACT: Shane Breen
Silly Nice
929-375-6940
info@sillynice.com

As Alcohol Consumption Falls Globally, Silly Nice Says Cannabis Is Becoming Part of a New Adult Social Ritual