At the Idaho State Liquor Division (ISLD), we share your vision of a safe and prosperous Idaho, where everyone enjoys a better quality of life. We believe that responsible management of liquor sales play a key role in making this vision a reality.
That’s why we focus on providing safe and convenient retail locations with a heavy emphasis on responsible practices. By efficiently managing distribution, we generate essential revenue that benefits all Idahoans. Every dollar earned goes directly back to our communities, lowering taxes and funding vital services like education, infrastructure, and safety initiatives in every Idaho community.
Together, by promoting responsible practices, we are building a stronger Idaho that we can all be proud of.
In 2024, ISLD distributed $118 Million back to Idaho.
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Did you know that alcohol sales are on the decline? In fact, this year will be the fourth consecutive year that Idaho will experience a state-wide decrease in liquor consumption. There are a myriad of factors precipitating this across the nation: an overall pullback from Covid-era consumption highs, health-consciousness taking more precedence, increases in non-alcohol alternatives, and changing generational preferences coming into play. One of the major factors is Generation Z and how they are changing the consumer landscape in relation to alcohol. You may have seen the “sober curious” trend gaining steam on social media, had friends and family who have decided to participate in “Sober October” or “Dry January”, or noticed an influx of low-sugar/lower-proof alcohol products on store shelves over the last few years. These are all contemporary trends which have been spearheaded by this younger, Gen-Z cohort. During the turbulent times of Covid, alcohol sales saw a surge as consumers migrated toward entertaining at home, loaded up the pantry, or feared that their favorite drinks may be limited due to supply chain disruptions or other challenges. These are now in the rearview mirror; the pandemic-fueled era of elevated sales has since subsided. The alcohol beverage industry is adjusting to a new normal. A large component of the changing landscape is driven by younger consumers coming into their legal drinking age years who have a much different relationship to alcohol and drinking than previous generations (Forbes, 2023).
Generation Z, typically defined as those born between 1997 and 2012, is apparently drinking less than previous generations. Gen-Z characteristics may provide explanations for some behaviors surrounding alcohol use. The generation tends to be more individualistic and less social than previous generations; however, they still desire a sense of community among their peers (Kaylor et al., 2022). They are just socializing in ways which do not always revolve around alcohol consumption. Staying in is the new going out for Gen Z and 40% of them often make cocktails at home, inspired by YouTube tutorials and online recipes. The behavior gives brands new and targetable occasions as well as alternative sales channels (Fortune, 2024). An overwhelming 86% of Gen-Z consumers believe that their mental health is as significant as their physical health when considering drinking alcohol. Gen-Z places high value on traits of authenticity and vulnerability, and they are more likely to be open about struggles with mental health than previous generations (Kaylor et al., 2022). Gen-Z consumers are often more interested in the experience associated with consuming alcohol rather than just the product itself (Bhargava, 2023).
The rise of mindful drinking is driven mostly by younger generations, with youth drinking being in decline across most high-income countries (World Finance, 2023). Gen-Z drinks on average 20% less than millennials, who also drink less than previous generations, mainly because of an increased awareness of the effects of alcohol and the rise of health-consciousness as a lifestyle (Forbes, 2023). Many in the Gen-Z cohort are also seeking healthier alternatives such as low-sugar options or products which contain no-alcohol. This generation appreciates exotic flavors, sustainability, and convenience (Bhargava, 2023). This shift in consumer behavior has led to the rise of many no-alcohol or low alcohol brands that focus on delivering tasty, innovative drinks to market that feel indulgent rather than punitive for those choosing not to drink. This isn’t an easy task because the ferments which turn a drink into an alcoholic one are what, in many instances, create the flavor profile. Brands emerging within the category need to be extra inventive to develop products which can still provide the flavor of an alcoholic spirit without the addition of ethyl alcohol. According to Solene Marchand, head of marketing for Pernod Ricard’s non-alcoholic spirits products, “71% of the consumers of these new, non-alcoholic spirits also consume alcoholic spirits. So, that’s interesting for the way we communicate to our consumers. They already know about how to consume an alcoholic cocktail, and the idea is to give them the same alternatives but within a non-alcoholic version” (Forbes, 2023).
The decline in alcohol consumption, particularly in states like Idaho, is a reflection of broader cultural, generational, and health-conscious shifts, with Generation Z leading the charge. Their desire for wellness, authenticity, and intentional experiences has reshaped the way alcohol is perceived, marketed, and consumed. As this cohort continues to mature and exert greater influence on the consumer landscape, the alcohol industry must continue to adapt—offering more diverse, flavorful, and health-forward alternatives that align with evolving preferences. The sober-curious movement is not just a passing trend but part of a fundamental transformation in lifestyle and values, and its impact will be felt for years to come.
At the Idaho State Liquor Division (ISLD), we recognize the important responsibility we carry in safeguarding Idahoans. Through responsible distribution, education, and enforcement, we work every day to ensure that beverage alcohol is sold with care and oversight to prevent underage access, reduce the harms of overconsumption, and enhance the overall safety of our communities.
A cornerstone of our internal compliance efforts is the BARS Program that uses trained shoppers who visit state liquor stores across Idaho monthly. The program helps reinforce proper ID protocol. ISLD policy is clear: employees must request valid identification from anyone appearing under 35 years of age before accepting payment for an alcoholic product. To us, this is more than a policy—it’s a commitment to the communities we serve.
Through May 2025, over 125 internal compliance checks have been conducted across our locations. The “tests” keep our clerks on their toes and continuously offer valuable insights and help guide ongoing efforts and support from our committed retail teams. The most common area of improvement—asking for payment before checking ID—is being addressed through renewed training, coaching, and communication.
To further support this, we are ensuring our employees are well equipped with the tools and knowledge to prevent underage sales and over-serving through the TIPS® Server Training Program. Additionally, store associates utilize tools including electronic ID scanners, official identification checking guides, and jeweler’s loupes. All of which are critical for verifying ID authenticity through microprint, photo integration, and other security features.
At the Idaho State Liquor Division (ISLD), we recognize the important responsibility we carry in safeguarding Idahoans. Through responsible distribution, education, and enforcement, we work every day to ensure that beverage alcohol is sold with care and oversight to prevent underage access, reduce the harms of overconsumption, and enhance the overall safety of our communities.
A cornerstone of our internal compliance efforts is the BARS Program that uses trained shoppers who visit state liquor stores across Idaho monthly. The program helps reinforce proper ID protocol. ISLD policy is clear: employees must request valid identification from anyone appearing under 35 years of age before accepting payment for an alcoholic product. To us, this is more than a policy—it’s a commitment to the communities we serve.
Through May 2025, over 125 internal compliance checks have been conducted across our locations. The “tests” keep our clerks on their toes and continuously offer valuable insights and help guide ongoing efforts and support from our committed retail teams. The most common area of improvement—asking for payment before checking ID—is being addressed through renewed training, coaching, and communication.
To further support this, we are ensuring our employees are well equipped with the tools and knowledge to prevent underage sales and over-serving through the TIPS® Server Training Program. Additionally, store associates utilize tools including electronic ID scanners, official identification checking guides, and jeweler’s loupes. All of which are critical for verifying ID authenticity through microprint, photo integration, and other security features.
The ISLD also supports broader community efforts aimed at reducing underage drinking and alcohol misuse beyond keeping a close watch on our retail operations. We use our annual $60,000 grant from the National Alcohol Beverage Control Association (NABCA), to administers an Educational Mini Grant Program to support and educate schools, nonprofits, law enforcement, and community organizations in their alcohol education and prevention efforts. These mini grants fund innovative, local programs that make a real impact in Idaho communities.
ISLD partners with these groups across the state to help curb underage alcohol consumption and overindulgence:
By supporting these efforts and strengthening our internal practices, we are focused on doing the right thing to help build a safer and healthier Idaho. Together, with vigilance, training, education and community engagement, ISLD is making a difference—one ID check, one conversation, and one initiative at a time.
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