Montclair's Pineapple Express closes as drinkers vanish and food dominates

A popular bar in Montclair, New Jersey, has shut its doors after years of shifting customer habits. Pineapple Express, opened by Damon Wise, struggled as alcohol sales steadily declined while food revenue rose. The closure reflects broader trends in drinking behaviour across the US.

When Damon Wise launched Pineapple Express, alcohol made up 60% of revenue, with food accounting for the remaining 40%. Over time, the balance flipped—first to an even 50:50 split, then to 70% food and just 30% alcohol. Efforts to boost drink sales, like happy hour promotions and catering events, failed to reverse the trend.

The decline in alcohol purchases wasn't unique to Pineapple Express. A 2025 Gallup poll showed US drinking rates at a record low, with only 54% of adults consuming alcohol. Factors like increased health awareness, generational shifts, and the rise of GLP-1 medications contributed to the drop. Economic pressures also played a role, as customers held onto their money more tightly. By January, the changing revenue mix and shrinking alcohol demand forced the bar to close its doors for good.

Pineapple Express's closure highlights how shifting consumer habits can reshape local businesses. With fewer people drinking and more prioritising food, bars face growing challenges. The trend mirrors national data, where alcohol consumption continues to fall to historic lows.