Montclair's Pineapple Express closes as U.S. alcohol sales plummet to record lows

A popular restaurant in Montclair, New Jersey, has shut its doors after struggling with a sharp decline in alcohol sales. Pineapple Express, opened by Damon Wise with high hopes, closed in January as drinking habits across the U.S. reached a historic low. A 2025 Gallup poll revealed only 54% of Americans now consume alcohol—the lowest figure on record.

When Pineapple Express launched, its business model relied on alcohol for 60% of revenue, with food making up the remaining 40%. But as customer habits shifted, the numbers changed. First, sales evened out to a 50-50 split between food and drink. Later, food accounted for 70% of income, while alcohol dropped to just 30%.

The decline in drinking wasn't unique to the restaurant. Across the U.S., fewer people reported consuming alcohol, and those who did drank less. Health awareness played a role, along with generational changes in habits. Another factor was the rise of GLP-1 medications like semaglutide, used by about 6% of Americans, which can reduce alcohol cravings as a side effect. The trend extended beyond the U.S. In countries like the UK, Canada, and Australia, alcohol consumption fell by 5-15% between 2019 and 2025. In the UK, for example, per capita intake dropped from 9.7 litres in 2019 to 8.2 litres in 2024, according to the World Health Organization. Post-pandemic sobriety movements and weight loss drugs contributed to the shift. For Pineapple Express, the financial impact was clear. Catering orders with cash bars further cut into alcohol sales, making it harder to sustain the business. Despite adjustments, the restaurant couldn't adapt quickly enough to the changing market.

The closure of Pineapple Express reflects broader changes in drinking culture. With fewer customers buying alcohol and revenue shifting toward food, the restaurant's original model became unsustainable. The decline in U.S. drinking rates, now at a record low, suggests similar challenges may face other businesses relying on alcohol sales.