Alcohol Is So 2019: Why Weed Is Winning in 2025

Over the past five years, Canada’s recreational landscape has undergone a quiet revolution. What once was a nation largely dominated by alcohol consumption is now seeing a sharp pivot toward cannabis, particularly with younger consumers.

The numbers don’t lie: cannabis is on the rise, alcohol is in decline, and the youth are leading the charge. In a society becoming increasingly health-conscious and socially progressive, cannabis is not just an alternative to alcohol—it’s becoming a preferred one.

Alcohol slips, cannabis climbs

In the fiscal year ending March 31, 2024, alcohol sales in Canada totalled $26.2 billion—a slight dip of 0.1% from the previous year. But more telling is the 3.8% drop in sales volume, the steepest recorded decline since 1949. Alcohol may still be deeply embedded in Canadian culture, but its dominance is starting to slip.

Meanwhile, cannabis continues its upward trajectory. Total recreational sales in the 2024 fiscal year reached $5.2 billion, an increase of 11.6% from the previous year. While cannabis sales are still a fraction of alcohol in dollar terms, its far outpacing the growth rate of alcohol.

In Nova Scotia, for example, alcohol sales dropped by 2.2% immediately following cannabis legalization and have remained below pre-legalization levels since. It’s a pattern seen in multiple provinces and cities across Canada, echoing the trend seen in states that have legalized cannabis in the United States.

The average sales per Canadian of legal age was $163 in 2023/2024. Yukon had the highest per capita sales at $356 per legal-age resident, while Quebec had the lowest at $96, which can be attributed to stricter regulations and limited access to retail stores.

What consumers want in 2025

The answer lies with Gen Z and millennials. Among 18–24-year-olds, a full 69% now say they prefer cannabis over alcohol. Meanwhile, the 21-35 age group's alcohol consumption levels declined by 12% since 2020, while cannabis use surged by 18%.

What's driving this shift towards cannabis? Many experts believe it's due to the increasing acceptance and legalization of cannabis, as well as changing attitudes towards alcohol.

Younger adults aren’t necessarily drinking less to avoid fun—they’re simply choosing a different kind of buzz. The reasons? Fewer hangovers, perceived health benefits, and a growing variety of cannabis formats—edibles, vapes, topicals, and beverages—that fit seamlessly into modern lifestyles.

Recent studies on alcohol consumption have highlighted the potential negative effects associated with moderate drinking (up to 1 drink per day for women, 2 for men), such as increased risk of cancer, liver disease, and high blood pressure. On the other hand, cannabis has been found to have potential health benefits, such as reducing chronic pain, improving sleep quality, and helping with anxiety and depression.

The numbers tell one part of the story, but the cultural shift tells another. Cannabis use no longer carries the stigma it once did. It's legal, it's normalized, and seen as a better alternative to alcohol.

What’s at stake for consumers

Part of cannabis's rise stems from the perception that its health profile is superior to alcohol. Though neither substance is risk-free, cannabis is often seen as less damaging, especially when it comes to overdose, long-term use, and next-day recovery.

Statistically, about one-quarter of alcohol-attributable cancer cases occur in people drinking two or fewer drinks per day. The risk of dying from alcohol-related causes rises with each additional drink, with more than seven drinks per week linked to a higher risk of mortality.

Even the long-held belief that moderate alcohol use (such as red wine) is good for heart health is now being questioned, with studies showing that the benefits may not outweigh the potential harm. Long-term health consequences of alcohol include have liver cirrhosis to cardiovascular disease to certain types of cancer.

In contrast, cannabis has not been definitively linked to any type of cancer, and its effects on the body are generally considered less harmful than alcohol. Though the research isn't as extensive, the therapeutic benefits of cannabis are seeing validation in medical studies.

 

ASPECT	CANNABIS	ALCOHOL
Short-term Effects	- Altered perception of time, relaxation, giddiness, increased hunger	- Relaxation, giddiness, drowsiness, impaired judgment
	- Impaired coordination and judgment	- Impaired coordination, judgment, and reflexes
	- Possible anxiety, dry mouth, red eyes, pain relief	- Nausea, vomiting, hangover (headache, diarrhea)
Hangover/After Effects	- Some lingering effects (headaches, drowsiness, brain fog)	- More likely to cause hangover and next-day discomfort
Long-term Risks	- Possible brain development issues if used in adolescence	- Liver disease, pancreatitis, heart damage, digestive issues
	- Potential link to schizophrenia in predisposed individuals	- Central nervous system damage, erectile dysfunction, infertility
	- Fewer high-quality long-term studies available	- Well-documented long-term health risks
Overdose Risk	- Overdose is rarely deadly; high doses may cause anxiety, hallucinations	- Alcohol overdose can be fatal (thousands of deaths annually)
Driving Impairment	- Impairs automatic driving skills; users may compensate, but risk remains	- Impairs cognitive control, increases crash risk significantly
	- Combined use with alcohol greatly increases impairment	- Well-established as a major factor in motor vehicle fatalities
Addiction Potential	- Can be habit-forming, but generally lower risk of severe withdrawal	- Can be highly addictive with severe withdrawal symptoms
Physical Health	- Growing evidence of increased risk of heart disease and stroke with daily use	- Directly linked to multiple organ damage and chronic diseases
Mental Health	- Potential for anxiety, paranoia, or psychosis in some users	- Can contribute to depression, anxiety, and cognitive decline
Social/Legal Status	- Legal in some regions for medical/recreational use; still federally illegal in some places	- Widely legal and socially accepted

Is this just the beginning?

Cannabis isn’t replacing alcohol outright—at least not yet—but it's becoming a strong contender in the market. What used to be counterculture is now mainstream, from alternative to trendy. The future of recreational consumption in Canada is shifting, and cannabis is opening doors to a new era of possibilities.

 

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