A leaf of a Cannabis plant near Limoges. (Photo: Krisztian Elek / SOPA Images/Sipa USA)(Sipa via AP Images)

As the alcohol industry continues to face headwinds that have resulted in craft breweries galore shutting down and major distilleries laying off employees and pausing production, many have been grappling with the “why.” Why is the industry seemingly sliding downward? What changed?

The most widely accepted answer is a simple one: Booze soared to record heights during COVID-19, and companies increased production to meet demand. Now that the pandemic era is in the rearview, those companies are left with surplus supply and not enough demand. However, there’s also the question of health. In January 2023, the World Health Organization made the bold claim heard ’round the world: “No level of alcohol consumption is safe for our health.”

Alcohol coalitions have pushed back on that claim, but it’s seemed to have little impact. In February of this year, the WHO/Europe published a report claiming alcohol labels should warn of cancer risk. “Despite cancer being the leading cause of alcohol-attributable deaths in the European Union (EU), public awareness of the link between alcohol and cancer remains alarmingly low,” the report read.

As alcohol consumption has subtly decreased, the non-alc and THC industries have risen. Could part of this be due to the health factor? Quite possibly, it turns out. The MRI-Simmons 2025 National Cannabis Study determined in a new poll that 61% of respondents agreed that marijuana is a healthier choice than alcohol, according to Marijuana Moment. Among respondents who reported using marijuana in the past six months, that percentage was up to 87%.

Additionally, 73% of U.S. adults reported believing that marijuana carries health benefits, while 67% said cannabis is good for both the body and mind.

Sixty-four percent of respondents also said they believe marijuana will be legal in all 50 states within the next five years.

Cannabis-infused beverages weren’t specifically commented on in the report, but 20% of adults said they’re interested in ordering infused items at a restaurant and marijuana social consumption lounges, while 17% registered interest in cannabis dispensary bus tours.