Rutherford County, TN - It’s St Patrick’s Day and here in Rutherford County, a leprechaun may be watching you! Peace officers from the THP, Rutherford County Sheriffs’ Office, as well as police departments in Murfreesboro, Smyrna, La Vergne and Eagleville are on-the-lookout for impaired motorists.

Shifting Drinking Trends in 2025

Recent data from ValuePenguin reveals a significant 30% growth in alcohol consumption in Tennessee, marking it as the third largest increase in the country. However, despite this dramatic rise, Tennessee still ranks 24th in per capita alcohol consumption.

As drinking habits evolve, inflation and shifting preferences play a role. While half of Americans plan to drink in 2025, 33% report cutting back, with another 28% intending to reduce their intake even further. Millennials (ages 29-44) are the most likely to continue drinking at 55%, whereas 59% of Gen Zers (ages 18-28) have no plans to indulge.

Economic factors also influence habits, as six-figure earners (60%) are 1.6 times more likely to drink than those earning under $30,000 annually (38%). Rising costs deter some from splurging on alcohol. Meanwhile, preferences are shifting—beer consumption has dropped 17.1% since 2000, while spirits surged by 65.6% and wine by 35.5%.

What is causing this problem?

Reasons and Concerns Forty percent of Americans believe drinking is becoming more common, driven by increasing interest in hard liquor and wine. While 60% drink to relax, concerning numbers cite stress relief (38%) and self-medication (17%) as reasons. On the other hand, health remains a strong motivator for 51% of non-drinkers.

Tennessee: A Snapshot of Change

Among states with the fastest-growing alcohol consumption, Tennessee follows Delaware and North Dakota, making it a notable example of evolving trends. Between 2000 and 2022, ethanol consumption spiked by 30.3% in the state.

Life Insurance Implications Experts remind consumers that alcohol consumption could impact life insurance. Divya Sangameshwar of ValuePenguin explains that while moderate drinkers with no history of abuse may not face higher rates, medical conditions or family history tied to drinking could make coverage challenging. Moreover, DUIs or alcohol-related deaths could lead to higher premiums or denied payouts, emphasizing the need for responsible drinking habits.

This data paints a vivid picture of Tennesseans' shifting relationship with alcohol, highlighting both lifestyle trends and financial implications.

More Drinkers

Half of Americans admit to drinking according to ValuePenguin. By age group, millennials ages 29 to 44 are the most likely to drink, at 55%. Comparatively, Gen Zers ages 18 to 28 (41%) are the least likely. Men (55%) are more likely than women (45%) to say they drink.

Like all things, alcohol has become pricier lately, so it may make sense that the biggest demographic gap between drinkers and nondrinkers is household income. Six-figure earners are the most likely to say they drink at 60%, while only 38% of Americans earning less than $30,000 do so.

Drinking has health consequences regardless of how often you consume, ValuePenguin health insurance expert Divya Sangameshwar says.

Delaware has seen the biggest growth in alcohol consumption. Between 2000 and 2022, ethanol consumption spiked 40.6% from 2.9 gallons per capita to 4.1. North Dakota (37.7%) and Tennessee (30.3%) saw the next biggest jumps. Meanwhile, just eight states saw alcohol consumption fall in this period, led by South Carolina (12.4%), Georgia (9.1%) and Idaho (5.7%).

Life Insurance Implications

ValuePenguin concludes that it’s worth noting your alcohol consumption can impact your life insurance.  

Sangameshwar says, "Many life insurance applications ask how much alcohol you drink, and how often. There usually is no impact on rates for healthy applicants with no history of alcohol abuse. However, if an applicant already has another medical condition (like high blood pressure or diabetes) or has a family history of alcohol abuse and admits to even low levels of drinking, they may find it harder to get covered or get favorable rates."

A recent DUI or DWI will also mean paying significantly more for life insurance or being denied coverage. Many life insurance policies also won’t pay out for a death caused by the insured party's intoxication.

In other words, injuries or alcohol-related deaths could lead to higher premiums or denied payouts, emphasizing the need for responsible drinking habits.