The Las Vegas pool party isn’t going anywhere.
The raucous mix of thumping beats and bottle service pioneered in 2004 by the old Hard Rock Hotel is pretty well entrenched.
But that doesn’t mean there isn’t room for the occasional healthier option.
“It’s no secret that alcohol sales are down, and people are valuing their wellness and their health a lot more than they kind of used to, especially in this scene,” says Kolten Aleman, a partner at Clique Hospitality.
He isn’t wrong. While baby boomers and Generation X combined for 70 percent of U.S. alcohol sales in 2025, according to data from market research firm Circana, millennials were responsible for only 25 percent with the just-coming-of-age Gen Z purchasing a mere 4 percent.
