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Rochester Breweries Close Amid Rising Cannabis Use and Alcohol Trends
In Rochester, NY, two well-known alcohol producers—Black Button Distilling and Heroes Brewing Company—shut their doors this past weekend. Both businesses cited rising costs as a key reason for their closures, but another trend may have played an even bigger role: a shift in consumer habits, particularly among younger adults.
While overall alcohol use continues to rise in the U.S., it's an aging demographic that's driving those numbers. According to a 2023 Gallup poll, alcohol consumption among adults aged 35 and younger has dropped by 72% over the past two decades. In contrast, people aged 55 and older are drinking more than ever.
At the same time, marijuana use is booming, especially among younger Americans. Heroes Brewing even directly cited the growing popularity of cannabis as one of the factors impacting their sales. In fact, the same Gallup data reveals that marijuana use among adults aged 18 to 36 has doubled in the past year, and another 2022 study showed that daily marijuana users now outnumber daily drinkers in the U.S.
Locally, the cannabis market is gaining momentum. Grassroots Wellness, a new cannabis dispensary in East Rochester, recently celebrated its grand opening. Justin Zaluski, head of production at the store, says he's noticed a cultural shift. "Using cannabis, people are benefitting from the same things they think they're benefitting from with alcohol," Zaluski explained. "
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