Surgeon General’s warnings about alcohol hit restaurants at a difficult time

The U.S. surgeon general’s new initiative to warn consumers about the link between alcohol consumption and cancer comes at a precarious time for restaurateurs trying to turn a profit dependent on alcohol sales.

Food and labor costs have risen, and some Americans, tired of inflation, continue to cut back on dining out. Sales fell 1.7% between November 2023 and November 2024, according to the National Restaurant Association.

When people go out to eat, some don’t drink as much. Gen Zers in particular are moderating their use and have helped popularize terms like “sober curious” and “sober Californian,” in which cannabis replaces alcohol. A September survey showed that 32% of all consumers who drink at least a few times a year were drinking less often in 2024 than before the pandemic, according to research firm Datassential.

“We’re in a new era of alcohol-free drinking,” said Renee Wege, the company’s trends expert and publications manager.

Surgeon General Vivek Murthy warned Friday that alcohol is a preventable cause of cancer and called for reconsidering the federal government’s guidelines for how much Americans can safely drink. As with cigarettes, he said, warning labels already on alcoholic beverages should mention the cancer risk.