At bars, college parties, and casual gatherings across the United States, a notable shift is occurring among young adult drinkers: a declining preference for carbonated alcoholic beverages. Traditional fizzy drinks, including hard seltzers and spiked sodas, are losing ground to noncarbonated options such as hard teas, lemonades, and vodka waters. This trend is particularly pronounced among Generation Z consumers, who increasingly favor beverages without bubbles due to their impact on digestion and overall comfort.
Data from alcohol industry research firm IWSR show that fizz-free premixed drinks accounted for 38% of new product launches in the $22 billion U.S. ready-to-drink market last year, up from 27% in 2021. This shift coincides with a broader decline in alcohol consumption among younger Americans; a recent Gallup poll found that just 50% of adults aged 18 to 34 reported drinking alcohol, down from 58% three years prior.
Consumers cite health concerns and physical discomfort as drivers of the move away from carbonation. Carbonated beverages can exacerbate acid reflux and bloating, ailments becoming more common amid rising obesity and sedentary lifestyles. Gastroenterologists, such as Minnesota-based Nicé Toriz, report that patients frequently connect their digestive issues to bubbly drinks, which loosen the lower esophageal sphincter and promote acid reflux.
Emily Aprigliano, a 26-year-old analytics manager in New York City, described her transition away from tequila soda and vodka cranberry toward noncarbonated canned cocktails like Surfsides, which she discovered on a New Jersey beach. She noted that drinks without bubbles feel lighter and more palatable, allowing for easier consumption. Similarly, Elle Stankiewicz of Boston stopped drinking carbonated alcoholic beverages due to reflux symptoms and now intentionally seeks out still options.
Brands have taken note of these evolving preferences. Philadelphia-based Stateside Brands has marketed its Surfsides line around the absence of carbonation, even trademarking the slogan “No Bubbles, No Troubles.” Since its 2022 debut, Surfsides has become one of the fastest-growing alcohol brands in the country. Following suit, Boston Beer Co. launched Sun Cruiser, a no-bubbles premixed cocktail featuring 100 calories and 4.5% alcohol by volume, which has seen quick growth in bar and restaurant sales. This product has helped offset declines in the company’s other offerings, including Truly seltzers and Dogfish Head beers.
Smaller startups are also capitalizing on the trend. Mom Water, founded in 2021 by Jill and Bryce Morrison in southern Indiana, offers fruit-infused vodka water and a tequila variant called Dad Water. The brand, largely popular among younger drinkers, has seen annual growth exceeding 10%, with case sales expected to surpass one million this year.
Major players in the spirits industry are adapting their portfolios in response to shifting consumer behavior. Sazerac recently introduced Svedka Vodka Water, a low-calorie, noncarbonated premixed drink. Similarly, global spirits company Suntory Holdings has launched a fizz-free Japanese green tea vodka cocktail in the U.S., recognizing expanding demand for spirit-based and noncarbonated beverages.
Gallo’s chief commercial officer, Britt West, highlighted the challenge posed by Gen Z’s aversion to carbonation during visits to college towns such as Athens, Georgia, and College Station, Texas. High Noon, one of Gallo’s leading hard seltzer brands, initially struggled with a fizz-free product that confused consumers accustomed to bubbly drinks. However, Gallo’s subsequent launch of Lucky One Lemonade—partnered with Barstool Sports founder Dave Portnoy and featuring his rescue dog Miss Peaches on the can—achieved rapid sales, moving one million cases within seven months.
The growing prominence of noncarbonated premixed cocktails offers one of the few bright spots in an overall declining U.S. alcohol market. According to data compiled by Circana, premixed cocktails were the only segment to increase in dollar sales over the 52 weeks ended August 9, expanding by 32%. Meanwhile, hard seltzer sales declined sharply—by roughly 4% over the same period—reflecting waning consumer interest in bubbly drinks.
As industry leaders and emerging brands respond to this evolving landscape, the shift away from carbonation appears set to reshape the ready-to-drink alcohol market and redefine consumer expectations around flavor, health, and enjoyment.