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Alcoholic Beverage Trends 2025

The article summarizes consumption and purchasing data published by associations and organizations since the 2024 Alcoholic Beverage Trends update.

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Updated:

June 27, 2025

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Various alcoholic drinks. Image source: boule1301, Adobe Stock

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Consumption and Purchasing Trends

According to Gallup, which surveys consumers about their consumption each July, 58% of U.S. adults, aged 18 and older, had "occasion to use alcoholic beverages such as liquor, wine or beer" in 2024, a percentage not seen since 1996 and a decrease from 62% in 2023. Based on responses from 2,000 working-age U.S. consumers (August 2024), Attest indicated that:

2% drank alcohol "occasionally"
5% were "teetotalers"
7% drank on the weekends
9% drank several times a week
7% drank on "most days"

Focusing specifically on the "teetotalers," when segmented by generation, 35.8% of Gen Z (born between 1997 and 2012) responded that this category described their alcoholic beverage behavior. Other data published by Attest described the top reasons why Gen Z, aged 21 and older, did not drink alcohol. Reasons included:

No interest in drinking alcohol, 46%
Mental health/health concerns, 34%
Didn't like the taste, 30%
Concerns about becoming addicted/dependent, 20%
Preference for other beverages (e.g., nonalcoholic options, mocktails), 16%

Consumer intelligence company NIQ reported in their BevAI 2024 Year in Review the following off-premise dollar share and changes in value and volume for alcoholic beverages for the 52 weeks ending December 28, 2024, versus 2023.

Category	Dollar share	Change in value	Change in volume
Beer/Cider	42.4%	-0.7%	-2.9%
Spirits	27.2%	-1.1%	-2.3%
Wine	19.0%	-3.5%	-5.3%
RTDS: Seltzers, FMBs, Malt/Wine/Spirits based	11.6%	+3.8%	0%

Of purchasers, in 2024, NielsenIQ reported that:

9% of alcoholic beverage purchasers were Gen Z (21+)
32% were Millennials
27% were Gen X
33% were Boomers +

Reducing Consumption

Sources have tracked the general shift in consumption and the reasons behind the decline. Based on data collected by Gallup each July from 2021 to 2024, the percentage of consumers, age 18 years and older, who answered "within the last 24 hours" to the question, "When did you last take a drink of any kind of alcoholic beverage," declined from 34% in 2021 to 28% in 2024. The percentage of those who consumed alcohol "over one day to one week ago" increased from 33% in 2021 to 37% in 2023, but then declined to 33% in 2024. Those who consumed alcoholic beverages "over one week ago" were 32-33% for 2021 to 2023, but increased to 38% in 2024.

NC Solutions reported that the percentage of consumers aged 21 and older surveyed in December 2024 (n = 1,131) who were trying to reduce their drinking in 2025 was 49%. In 2024, the source reported that 41% of participants expressed an interest in reducing their consumption, compared to 34% in 2023. Based on generation, the percentages "trying to drink less" in 2025 were:

Gen Z, 65% (61% in 2024)
Millennials, 57% (49% in 2024)
Gen X, 49%
Baby Boomers, 30%

While not segmented by generation, market research firm Ipsos reported that the percentage of participants, aged 18 and older, also surveyed in December 2024 (n = 1,085), who "made, or plan to make" the resolution to "drink less alcohol" in 2025 were:

28 to 34 years old, 50% (40% in 2024)
35 to 54 years old, 44%
55 years of age and older, 25%

Ipsos also indicated that the average number of monthly occasions when their consumer panel reported drinking in 2024 was 10.6, a -13% decrease from the 12.2 monthly occasions reported in 2013.

Reasons Why Consumption Decreased

Overall, motivations include:

To improve physical health
To save money
Lifestyle change

NC Solutions also indicated that 42% of participants indicated that improving their mental health was a motivator for decreasing their consumption; however, when segmented by generation, 58% of Gen Z participants chose to do so to improve their mental health. Another factor that resonated with 36% of all participants was to lose weight. However, when segmented by generation, this percentage increased to 48% for those who identified themselves as Boomers.

Preferred Alcohol Types

YouGov collected data from U.S. adults aged 21 and older from March to December 2024, asking the question, "What type of alcohol do you drink most often?" Collectively, beer was the beverage consumed most often (35% of all participants), followed by wine (27%) and liquor (24%); however, there were differences based on age range:

A greater percentage of those aged 45 to 64 consumed liquor most often (28%), followed by wine (22%)
A greater percentage of those aged 65 and older consumed wine most often (35%), followed by beer (31%) and liquor (26%).
While 8% of those aged 21 to 29 consumed ready-to-drink cocktails most often, the percentage for the other age ranges varied between 3% and 6%.

As reported in previous years, some alcoholic beverage consumers drink across categories. Based on data collected by EPG Specialty Information during the 2^nd quarter of 2024:

15% of those surveyed reported drinking only beer, while only 4% drank only wine, and 3% only drank spirits
22% drank beer and wine, 10% drank beer and spirits, and 5% drank wine and spirits
41% drank beer, wine, and spirits

Wine

In 2024, the wine category experienced a -2.2% dollar sales decline compared to 2023. Another source indicates that, between 2024 and 2033, the category is expected to grow at a CAGR of 6.5%.

Within the wine category, the following have been noted as experiencing positive consumer sentiment, along with the respective source:

Bevindustry.com
- "Leaders": Cabernet Sauvignon and Chardonnay
- Varietals that have "moved up in the ranks among the top 5": Sauvignon Blanc and Pinot Grigio.

Silicon Valley Bank
- The "best performing varietals" based on positive growth for the 12 months ending in October 2024: White blends (+3.9%) and Prosecco (+2.7%).
- Based on market share: Sauvignon Blanc, Pinot Grigio, Prosecco, Merlot, and white blends.

Azur Associates
- Based on U.S. wholesale wine depletion growth for the 12 months ending in December 2024: White blends (+18.9%), Pinot Grigio (+3%), and Sauvignon Blanc (0%).

What about sweet wines?

During the pandemic, sales of sweet wine increased, but Gen Z, when they do consume wine, "they prefer pink, sweet or sparkling wines. Moscato, dry rosé, sparkling rosé, pinot gris, and sweet rosé topped their list of favorites." According to NCP, "[s]weet wines can often be an entry point for new wine drinkers. One in three new wine consumers start with these bottlings [...] But that doesn't mean more experienced wine lovers should shun sweet."

Beer

In 2024, the beer category experienced a -0.6% dollar sales decline compared to 2023. Grand View Research forecasts a CAGR of 6.6% for the period 2025 to 2030, and that the U.S. beer and ciders market will experience a 6.7% CAGR for 2024-2030.

As reported by Nielsen IQ, in their 2024 Beverage Alcohol Year in Review report, for the 52 weeks ending 12/28/2024, the beer segments that experienced growth included:

Imports (+4.0% dollar change 2024 vs 2023)
Flavored malt beverages (+5.5%)
Nonalcoholic beer (+25.1%)
Super premium beer (+1.5%).

IWSR also reported that "the only price band to see growth" in the U.S. in 2024 was super-premium beer. For no-alcohol beer, the CAGR was +23% between 2019 and 2024, with a "forecast CAGR of +18% to 2029."

According to the Beverage Information Group, though imported and flavored malt beverages grew in terms of volume, "that wasn't enough to offset the significant decline of other domestic beer categories."

Spirits

In 2024, 42.2% of U.S. alcoholic industry revenue and 39.1% of volume were attributed to spirits, a 7% and 6% increase, respectively, compared to 2014. Based on a June 2025 news release, SipSource forecasts that after "growing decline levels seen between 2022 and 2024," sales of rum, U.S. whiskey, vodka, and brandy/cognac "are expected to largely flatten by the first half of 2026, albeit in negative territory." An interest in cognac in North America is "being boosted by consumers' increasing interest in luxury and premium spirits, driven by their popularity in popular culture, particularly music and entertainment."

Tequila/Mezcal

IWSR indicated that "agave was the only major category to grow" in the U.S. in 2024. The Distilled Spirits Council of the United States, in their 2025 Annual Economic Briefing, reported that tequila/mezcal grew by 2.9% in revenue and 2.0% in volume for 2023/2024. SipSource further indicates that tequila/agave will continue to experience a "+1% rolling growth by mid-2026" with "sustained consumer interest in premium tiers (from $20-$100)."

Furthermore, the agave spirits market is expected to grow at an 8% CAGR from 2024 to 2030. Both premium and super-premium tequila volumes increased in 2024, with super-premium+ tequila appealing to middle- and upper-income Millennials, both males and females, driven by occasions: "socializing in the home, cocktails, small groups." In 2025, we may see a growth in the number of "single-estate brands" entering the market.

Base Spirits

The outlook for cocktails is expected to continue in a positive trajectory as "[a]bout one in three Americans aged 21 to 54 enjoy cocktails, with even higher engagement among Gen Z and late millennials." When selecting a base spirit for their cocktail, what base spirit do consumers choose?

Tequila, 46%
Flavored vodka, 32%
Whiskey, 31%
Non-flavored vodka, 28%
Fewer than 25% would select: Light rum, sparkling wine, gin, or spiced/flavored rum

Ready-To-Drink (RTD) beverages

RTDs continue to thrive. For the 52 weeks ending December 28, 2024, "RTD cocktails grew 19.5% […], while ready-to-serve drinks were up 8%." Interest is due to factors such as convenience, flavor variety, and innovation. Additionally, "[c]onsumers are now looking to experience an authentic cocktail experience, driven by premium spirits, proper balance and true ABV profiles […] tequila and bourbon gaining popularity."

While malt-based RTDs accounted for 80% of the market in 2024 (91% in 2021), and spirits-based RTDs for 18% (8% in 2021), only 2% of RTDs in 2024 were wine-based (1% in 2021). Though a much smaller percentage than malt and spirit-based RTDs, wine-based RTDs experienced 29.3% growth in 2024. The overall CAGR for RTDs in the U.S. is expected to grow by 3% between 2023 and 2028. The forecasted CAGR for spirits-based RTDs is expected to be 6% for 2023-2026.

RTD Categories

With the various types of products that fall under the description of RTDs, there can be some confusion about how specific categories differ. A few of the categories are:

Flavored malt beverages (FMBs): "Flavored malt beverages include natural or artificial flavors that give the beverages a distinct taste profile."
Premade cocktails: "pre-prepared beverages ready for consumption, typically containing multiple ingredients, in addition to an alcohol base."
Hard seltzers: "blend of carbonated water and alcohol, in some cases with added fruit flavour or fruit juice." Products can be malt, wine, or spirit-based.

The alcohol by volume (ABV) of RTDs depends on the type of RTD, brand, and its alcohol base, and can range from 4% to 20%. Malt-based RTDs "have an ABV that falls in the 4.1% to 5% range," while "[s]pirits and wine-based RTDs offer consumers ABVs of 10.1% and above." Based on an IWSR report for the U.S., the "proportion of new launches above 5% ABV has risen from 48% to 55% between 2021 and 2024."

Popular Spirits-Based RTDs

Whether the consumers prefer one base over another, NIQ reports that "many consumers are less concerned about […this…] and are instead drawn to their flavors, cocktail varieties, and convenience." According to another NIQ report, market share, based on total dollars, for Spirits RTDs in 2024:

Soda/seltzer cocktails, 40%
Juice cocktails, 12%
Margarita and variety pack, 10% each
Hard tea cocktail and hard lemonade cocktails, 4% each
Gin & juice, 2%
"All other," 18%

IWSR indicates that for spirits-based RTDs, "hard tea, FABs and cocktails/long drinks will be the biggest volume drivers in the coming years." For RTD cocktails, Grand View Research indicates that the following are becoming more prevalent: "natural ingredients, artisanal spirits, and globally-inspired flavors." Furthermore, there is an interest in "healthier options" that are "low-sugar, low-calorie, and organic."

So, what beverage might consumers have primarily drunk before they started consuming RTDs? Beer was the leading beverage, followed by wine, spirits, and other alcoholic and nonalcoholic drinks.

Who consumes and why?

A report published with data collected by 1Kantar Profiles/Mintel (October 2024) described the percentage of RTD drinkers, segmented based on generation (aged 22 and older, n = 1,043), who purchased the beverages. As might be expected:

A greater percentage of Gen Z and Millennials purchased FMB, premade cocktails, and malt/wine/spirit-based hard seltzers than Gen X and Baby Boomers.
A greater percentage of RTD drinkers purchased FMB compared to premade cocktails and malt/wine/spirit-based hard seltzers.

Reasons for drinking RTDs "more often" in 2024 than in 2023 included:

Easy to drink
New varieties and brands
Affordability
The participant was socializing more often or consuming them on "more occasions."

What might influence overall beverage selection?

The type of alcoholic beverage consumed may hinge on the situation, occasion, or time of year:

According to IWSR, "Prosecco and RTDs are proving popular at brunches, barbecues and informal gatherings."
Beers are "preferred" for "unwinding and taste."
Spirits: consumed by "younger respondents […] when in a high-energy, party atmosphere."
With an increase in "happy hours and casual meet-ups for pre-dinner drinks," growth has increased for:
- Prosecco (2018 to 2023 CAGR of +5%, forecasted 2023 to 2028 CAGR of +4%)
- Premium-priced bitters/spirit aperitifs (2018 to 2023 CAGR of +18%, forecasted 2023 to 2028 CAGR of +19%)
- Premium light aperitifs (2018 to 2023 CAGR of +4%)
- Super-premium light aperitifs (2018 to 2023 CAGR of +7%, forecasted 2023 to 2028 CAGR of +3%)
Hard cider:
- [V]olumes typically surge […] from June to August."
- "[P]er capita cider consumption peaks during late fall (October and November) and in mid-winter (January and February)"
RTDs "reaching their apex in June" while beer typically has its best months in July and August," and wine and spirits "peaking in December."
Consumption of no-alcohol spirits, based on volumes, "in January are more than double the monthly average due to the influence of ‘Dry January,' New Year's resolutions, and post-holiday consumption trends."

NoLo Beverages

No- and low-alcohol (NoLo) beverages are booming. Between 2024 and 2024, "the US added 37m new no-alcohol consumers […] and 36m new low-alcohol drinkers." Retail sales of nonalcoholic beverages were less than 1% of total alcoholic beverage sales, but sales "have risen 67% since 2022." Consumers cite taste, health, social situations, a concerted effort to reduce alcohol consumption, and "premium quality, product safety, and local sourcing" as reasons why they consume these beverages.

The top non-alcoholic spirits of interest, as reported by FlavorSum, are:

Vodka
Rum
Whiskey
Tequila
Gin
Brandy

So, are non-alcoholic beverages of greater interest than low-alcoholic beverages? Is the reverse true, or are both of equal importance in terms of sales? According to Innova Market Insights, Nonalcoholic beverages drove category growth more than low-alcoholic products in June 2024. For nonalcoholic wine, the annual dollar value for off-premise channels was $47.8 million in 2021, growing to $89.9 million in 2024. From 2024 to 2029, the volume CAGR for the no-alcohol market is anticipated to be 18%.

IWSR reported that in April 2024, Millennials were the primary no-alcohol consumers, accounting for:

No-alcohol spirits, 66% of consumers
No-alcohol beer: 61%
No-alcohol wine, 59%

What is also important to know is that a percentage of consumers who purchase also purchase alcoholic beverages with the "standard ABV."

According to NIQ, a majority of those who purchase nonalcoholic beverages ("over 93%" in 2024) also purchase beverages with alcohol.
In 2024, IWSR published the percentages of survey participants who purchased both full-strength and no-alcohol products:
- All U.S. adult drinkers, 13% (7% in 2023)
- Gen Z, 15%
- Millennials, 22%
- Gen X, 11%

While a fair amount of attention is focused on the growth of NoLo products, Azur Associates reports that the dollar percentage change for off-premise sales was +7.7% in 2024 vs. the prior year for wines with an ABV of 14.6% or higher.

Flavors

As in years past, several new predictions have emerged regarding the flavors that will be trending in the alcoholic beverage space. In December 2024, according to NIQ, based on dollar share, the percentages of flavored beverages were:

Wine, 8%
Beer, 22%
Spirits, 24%

And while there are more unflavored beverages on the market than flavored options, in the U.S. and Canada, based on a January 2025 Innova Market Insights report, "[a]lcoholic beverages with flavor blends have experienced a significant 33% CAGR growth over the past five years." Another report indicates that flavored alcoholic beverages are driving the growth of low- and no-alcoholic beverages.

Flavors, based on category, that are trending include:

RTD "emerging flavors" (top five ranked in order): Mimosa, prickly pear, cucumber, blueberry, and sour.
Wine launches: "Strawberry, peach, watermelon, mango, and orange are the top 5 flavors."
Beer launches: "Peach is the top flavor, followed by vanilla, mango, orange, and pineapple."
Non-alcohol RTDs and Spirits: Berry, tropical, tree fruit, and citrus

For "flavored alcoholic beverages," the top five flavors associated with seasons:

Spring and summer:
- Raspberry, pineapple, lime margarita, strawberry kiwi, and mango
Fall and winter:
- Gin & tonic, margarita, lemon and lime, wild berry, and orange

What might be trending in the future? According to Allied Market Research, globally, by 2032, the most predominant flavors for alcoholic beverages are expected to be:

Pineapple
Apple
Passion fruit
Cherry
Black currant
Lime

With both pineapple and lime expected to increase in global importance in 2032 in general, in 2024, "pineapple overtook lime as the most popular new [RTD] product flavour in 2024."

However, some consumers are experiencing a sense of fruity flavor fatigue.

Savory and Spicy

In 2024, savory flavors and ingredients were poised to grow in popularity by 20% in North America, with interest in herbaceous flavors and ingredients growing by 15%. Other flavors expected to gain attention: umami, miso, mushroom, fish sauce, and sea vegetables.
"Global spices and herbs, bringing cultural flair to beverages with flavors like coriander, turmeric, star anise, ginger, and peppercorn varieties."
"Orange-chocolate soda, tamarind-pineapple blends, and raspberry sorbet drinks cater to adventurous and nostalgic preferences."
LoNo beverages: "[s]pices and seeds are the fastest-growing flavor category, with ginger and chili flavors leading the charge."
Spicy RTD canned cocktails are available in "mild" and "medium" spice levels.

Specific "Ingredients"

"Searches on Yelp for mushroom drink are up 501% (September 2023 through August 2024) compared to last year, as are searches for mushroom coffee (up 87%) and mushroom tea (up 10%)."
Pickles was mentioned as a top trend in the 2025 Pinterest Predicts report, and searches for "pickle margarita" on the platform increased by +100%. Consumers can find an array of other recipes and dill pickle Bloody Mary Mix for purchase.
The 2025 Hospitality Trends Report indicates that pistachio is the flavor of the year. Alcoholic beverage options include several pistachio-based cocktails featuring bourbon, gin, and creative spins on mules and daiquiris.

While some of these ingredients and combinations are unusual or unfamiliar, 66% of those surveyed "are open to trying new, unfamiliar flavors," and 74% "actively seek exotic taste experiences."

Lastly, though not a flavor, there are examples of mixologists and bartenders incorporating rice into cocktails. The "starch adds texture and improves the mouthfeel of the drink."