It may be 'peak seltzer' as America's obsession with bubbly drinks finally loses its fizz. After years of explosive growth driven by sparkling waters, hard seltzers, and canned fizzy cocktails, younger consumers—especially Gen Z—are increasingly ditching carbonation in favor of still beverages like iced teas, canned lemonades, flavored waters, and non-carbonated energy drinks.
This shift is reshaping grocery aisles, liquor store shelves, and the alcohol industry itself, with major brands scrambling to keep up as demand for fizz-free drinks surges. Industry experts say 'seltzer fatigue' is setting in after nearly a decade dominated by sparkling beverages.
'More people want still drinks now than they did a few years ago,' said Randy Burt, Americas director of consumer products at consulting firm AlixPartners. 'There's been a real shift toward non-carbonated options across both alcoholic and non-alcoholic beverages.'
The trend is particularly pronounced among Gen Z consumers, who are drinking less alcohol overall and prioritizing wellness, hydration, and functional beverages over traditional sugary sodas or heavily carbonated drinks.
Hard Seltzer Loses Momentum
Hard seltzers—once considered unstoppable—are already starting to lose momentum. Sales volume for malt-based hard seltzers like White Claw slipped 1.1 percent over the past year, according to Circana data, while ready-to-drink cocktails jumped more than 46 percent.
Much of that growth has been fueled by brands like Surfside, BeatBox, and Sun Cruiser—all of which offer non-carbonated drinks. Surfside, which launched in 2022, has become one of the fastest-growing alcohol brands in America thanks to its vodka-based iced tea and lemonade drinks.
Founder Clement Pappas said the company intentionally avoided carbonation because consumers were craving something different. 'Who carbonates iced tea?' Pappas asked. 'There was a huge pent-up demand for non-carbonated options.'
The appeal appears especially strong among younger women, many of whom say fizzy drinks can cause bloating or discomfort.
Gen Z's Fickle Tastes
Analysts say Gen Z consumers are also far less loyal to beverage brands than older generations, constantly chasing the newest trend. 'We're seeing consumers jump quickly from one hot product to another,' said Circana executive Scott Scanlon. 'That's now happening with non-carbonated drinks.'
The broader health-conscious movement is accelerating the shift. Many Gen Z consumers are embracing trends like 'zebra striping,' where drinkers alternate alcoholic and non-alcoholic beverages during social outings, as well as 'nonna maxxing,' a slower lifestyle focused on moderation, sleep, and wellness.
Instead of late-night cocktails, younger Americans are increasingly choosing daytime drinks, low-alcohol options, or functional beverages promising energy, hydration, or health benefits. That has created massive opportunities for brands selling tea-based drinks, flavored waters, and non-carbonated energy beverages.
Celsius Holdings recently expanded its fizz-free energy line after discovering many younger consumers disliked sparkling drinks altogether. The company's peach mango green tea flavor is now one of its top-selling products. 'A lot of consumers just don't like drinking sparkling beverages,' said Celsius chief brand officer Kyle Watson.
Meanwhile, flavored water company Hint Water is betting heavily on the anti-fizz trend. CEO Michael Pengue said consumers are increasingly looking for drinks that feel lighter, smoother, and easier to consume quickly. 'We're seeing the exact opposite of the sparkling-water boom now,' Pengue said.
Even canned water giant Liquid Death has helped normalize non-carbonated beverages sold in aluminum cans, something once considered unusual in the drinks industry. Experts say the rise of canned still beverages is also helping brands market products as trendy and portable while appealing to environmentally conscious consumers who prefer cans over plastic bottles.
Bubbly Drinks Not Dead Yet
Still, bubbly drinks are far from disappearing. Brands like PepsiCo's Poppi and sparkling energy drinks continue to perform strongly, and hard seltzers still command billions in annual sales. But beverage executives increasingly believe the next wave of growth belongs to smoother, fizz-free alternatives. For younger Americans, the future of drinking may look a lot less bubbly.
