April is Alcohol Awareness Month

Americans’ relationship with alcohol is complicated.  

The U.S. Surgeon General recently issued an advisory identifying alcohol as a carcinogen and naming it the third leading preventable cause of cancer, following tobacco and obesity. Yet, many Americans—particularly older generations—remain unaware or skeptical of this reality.

Part of the confusion may stem from long-held beliefs about alcohol’s supposed benefits, such as the notion that a daily glass of red wine is good for health. But according to Jody Ryan, MD, WellPower’s Chief Medical Officer, that’s simply not true. “The World Health Organization has stated that when it comes to alcohol consumption, there is no safe amount that does not affect health.”

For younger generations, the message is starting to resonate. A recent Gallup poll found that 60% of Americans aged 18 to 34 believe alcohol is harmful to health, compared to just 40% of those over 35. Additionally, the number of young adults who drink has dropped significantly—from 72% in the early 2000s to a record low of 59% in 2024.

Yet, middle-aged and older adults are not making the same changes. Why?

“For decades, alcohol has been deeply embedded in American culture, marketed as essential for socializing and a go-to way to unwind,” says Dr. Ryan. “It takes time to unlearn something so ingrained in societal norms.” However, he notes that movements like Dry January and Sober October are helping normalize the sober lifestyle. More adults are realizing that when it comes to alcohol and health, less can be more.

The Dangers of Excessive Alcohol Use

While more people are embracing moderation, heavy alcohol use and binge drinking remain serious concerns. A recent Fortune headline warns, “Binge drinking is on the rise among older adults. Here’s why it’s more dangerous and how to spot the signs.”

Excessive alcohol consumption is one of the leading preventable causes of illness and death in the U.S., according to the CDC. Half of all liver-related deaths are alcohol-induced, and alcohol-related cirrhosis is now the leading cause of liver transplants.  In Colorado alone, alcohol-related deaths are a growing crisis:

• Colorado ranks sixth highest in the nation for alcohol-induced deaths.
• 39% of Colorado adults reported not drinking in the past 30 days, compared to 47% nationally.
• The state’s alcohol-induced death rate more than doubled from 2009 to 2021.

“Alcohol usage trends in the U.S. are complicated,” says Dr. Ryan. “While it’s encouraging to see younger adults forming healthier habits with alcohol, the rising trend of heavy drinking among middle-aged Americans is deeply concerning. Binge drinking and excessive alcohol use can lead to severe health consequences, including death.”

A Call to Rethink Alcohol Use

As we observe Alcohol Awareness Month this April, it’s a great time to reflect on personal habits.

Dr. Ryan encourages individuals to reassess their relationship with alcohol—not just in January, but year-round. “If you or someone you love has a history of heavy drinking, now is always the right time to cut back. You don’t have to quit entirely, but small changes—like swapping a nightly glass of wine for a mocktail or tea, taking an evening walk, or spending time with a friend—can lead to better health.”

After all, there’s no better time than now to start living a healthier life.