alcohols dramatic drop
Alcohol use is rapidly declining — especially in the Midwest — as cannabis and mushrooms rise in popularity. Craig Sutherland of Sutherland CBD shares deeply personal insights on health, culture, and why more people are choosing alternatives.
The Decline of Alcohol Use and the Rise of Cannabis & Mushrooms: A Cultural Shift in the Midwest
For generations, the Midwest has been known for its drinking culture. Alcohol was woven into nearly every social setting — from backyard gatherings to sports, weddings, campfires, and everything in between. But today, a significant cultural shift is happening: alcohol use is dropping sharply, and alternatives like cannabis and functional mushrooms are rising in popularity.
Few people witness this shift more directly than Craig Sutherland, owner of Sutherland CBD, who sees customers every day searching for healthier paths.
A Culture Built on Alcohol — and Why It’s Changing
Craig reflects openly on his own history with alcohol:
“I’m 40 years old and have been consuming alcohol for 27 years of my life. This has been because of our culture of who we are up in the Midwest — and the new generation is helping us remove these alcohol barriers and focus on what’s healthy!”
But Craig’s personal transformation goes even deeper:
“I’ve cut my own alcohol consumption by 90%, and I’ll cut it out completely in the near future.”
This shift isn’t based on trends — it’s based on lived experience, health, and loss.
Craig shared something powerful that many Midwesterners can relate to:
“I’ve attended countless funerals that were directly related to drinking, and none related to cannabis.”
This statement reveals a harsh truth about alcohol’s impact — one many families know too well.
And Craig continues:
“We have more bars than hemp shops, and we should be focused on that.”
Wisconsin’s bar density is legendary — but the next generation is rewriting the script.
Younger Generations Are Choosing Something Different
Craig sees it clearly:
“Look, kids are not drinking and passing out in cornfields like we used to. They’re gaming and finding other ways to spend their free time that we should have done back then.”
Gen Z drinks far less than any previous generation. They value sleep, mental health, productivity, and wellness more than drinking to fit in. And older generations, including Craig’s, are now following the same shift.
Cannabis: The New Social Alternative
Cannabis — especially hemp-derived THC beverages and edibles — is replacing alcohol for many Midwest consumers.
Why they’re switching:
THC beverages don’t punish you the next day.
✔ Controlled Effects
People can choose their dose — 2mg, 5mg, 10mg, etc.
✔ Better Mood, Less Chaos
Users report feeling relaxed and social without aggression or recklessness.
✔ Fits Today’s Wellness Priorities
Many see cannabis as a healthier alternative to alcohol.
Craig and his staff see this trend daily:
“We get questions every day in our storefront on how we can help customers quit drinking.”
Cannabis isn’t just a replacement — it’s becoming a new wellness tool.
The Mushroom Movement: Clarity, Energy & Mental Wellness
Alongside cannabis, functional mushrooms are transforming wellness habits.
Craig himself is deeply engaged in this shift:
“I’ve personally been diving into mushroom use myself — I use functional mushrooms for a clear mind and for energy. They help me stay sharp without the crash.”
Customers are increasingly choosing:
Lion’s Mane for clarity
Cordyceps for clean energy
Reishi for calm
Microdosing (where legal) for emotional balance
These products don’t impair — they enhance.
The Midwest Is Evolving — And It’s Long Overdue
Wisconsin has one of the highest rates of alcohol-related harm in the country. From health issues to accidents to lost loved ones, alcohol’s long-term impact is undeniable.
But as Craig notes, cannabis doesn’t leave the same trail of destruction. His comment bears repeating:
“I’ve attended countless funerals that were directly related to drinking, and none related to cannabis.”
This is why so many Midwesterners — younger and older — are choosing alternatives that support a healthier life.
Looking Ahead: A Healthier Future for Wisconsin
This cultural shift isn’t about prohibition or judgment.
It’s about evolution.
Craig’s final perspective captures the moment perfectly:
People aren’t just cutting back.
They’re choosing better.
And those better choices — cannabis, functional mushrooms, CBD, adaptogens, wellness routines — are creating a smarter, healthier, more intentional Midwest.
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