Pineapple Express closes as alcohol sales plummet in shifting market

Damon Wise has closed Pineapple Express, his restaurant in Montclair, New Jersey, after years of shifting customer habits. The decision came in January as alcohol sales continued to decline, making the business unsustainable. A recent Gallup poll revealed that fewer Americans are drinking, with only 54% reporting alcohol consumption in 2025—the lowest rate recorded.

When Wise first opened Pineapple Express, food sales made up 40% of revenue, while alcohol accounted for 60%. Over time, that balance shifted. Customers became more cautious with spending, and alcohol sales struggled to keep up. Eventually, the ratio flipped to 50:50, then to 70:30 in favour of food.

The decline in drinking aligns with broader trends. The Gallup poll pointed to increased health awareness, changing generational habits, and the rise of GLP-1 medications as key factors. With fewer people ordering drinks, the restaurant's financial model no longer worked.

The closure of Pineapple Express reflects a wider shift in consumer behaviour. As alcohol sales drop, restaurants relying on drink revenue face growing challenges. Wise's decision highlights how changing habits can reshape local businesses.