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Various alcoholic drinks. Image source: boule1301, Adobe Stock

Various alcoholic drinks. Image source: boule1301, Adobe Stock

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Gallup, which releases alcoholic beverage consumption data each summer, indicated that of the adults, aged 18 and older, who participated in the 2025 survey (conducted July 7-21), 54% responded "yes" that they "use alcoholic beverages," a 4% decline from the data reported for 2024 and an 8% decline from the data reported for 2023.

Gallup also reports that of those who do drink alcoholic beverages, the mean number of drinks consumed in the past seven days was 2.8. The mean number of drinks consumed in 2024 was 3.8 and 4.0 in 2023. IWSR, however, reports that the "weekly drinks per U.S. adult has hovered between 10 and 12 since 1975."

IWSR survey responses from 2023 and 2025 for Gen Z indicated that the percentage who "reported drinking in the last six months" increased from 46% in 2023 to 70% in 2025. The 2026 Bacardi Cocktail Trends Report indicates that"

  • "Gen Zers' coming-of-age social rituals are finding their rhythm – with cocktail culture," and that their "spend now matches the average across cohorts."
  • Gen Zs of legal drinking are "drinking differently" rather than "drinking less," which means choosing "low-ABV spritzers to dessert-inspired cocktails," small-format cocktails (a.k.a. "snackable sips" and "minim Martinis"), and embracing the "daycap" that is influenced by European Gen Z consumers.
  • With 34% of "younger" U.S. consumers choosing to "drink, eat, and socialize earlier in the evening."

Data published by Circana for the 52 weeks ending December 28, 2025, indicates that the percentage of U.S. alcohol sales was attributed to the following generations, along with their drink preferences:

  • Gen Z aged 21 and older, 4%
    • Preferences: "…bolder flavors and categories such as hard cider, Mexican beer imports, ready-to-drink cocktails and sparkling wines."
  • Millennials, 25%
    • Preferences: "similar behavior [to Gen Z], while also over-indexing in tequila and flavored malt beverages."
  • Gen X and Baby Boomers, 70%
    • Gen X preferences: "…domestic premium and super-premium beer, European imports, rum and whisky."
    • Baby Boomer preferences: "…mix of domestic economy and premium beer, along with table wine, liqueurs, gin, rum, scotch and Cognac.

NielsenIQ's 2025 Year in Review report, which includes data for the 52 weeks ending January 3, 2025, indicates the following for sales off-premise:

  • Gen Z aged 21 and older:
    • 11% of alcoholic beverage-buying households
    • 7% of dollars
  • Millennials:
    • 32% of alcoholic beverage-buying households
    • 30% of dollars
  • Gen X:
    • 23% of alcoholic beverage-buying households
    • 27% of dollars
  • Boomers/Traditionalists:
    • 35% of alcoholic beverage-buying households
    • 36% of dollars

What compound annual growth rate (CAGR) is expected in the coming years for the alcoholic beverage industry overall?

  • According to Mark & Spark Solutions, the U.S. Alcohol Market is expected to grow at a compound annual growth rate (CAGR) of 6.9% from 2023 ($530 billion) to 2030 ($806.8 billion).
  • Grand View Research reports a CAGR of 8.4% from 2025 to 2033.

What is expected to trend in a positive direction overall?

Mark & Spark Solutions expects growth for:

  • Innovative flavors
  • Low-carb beers and zero-sugar RTDs
  • Premium-priced options
  • Accessibility through e-commerce and to serve the "trend of at-home consumption"
  • Artisanal, locally produced, and small-batch beverages

Interest in convenient and sustainable packaging is also expected to increase:

  • "[A]luminum cans have gained notable traction…especially for beer, hard seltzers, and ready-to-drink cocktails."
  • Wine Business Monthly reported that sales volume and value for canned wine were both "up more than 20%" for the 52 weeks ending August 9, 2025. Tetra packaging for wine, both volume and value, increased by 21% for the same period.
  • "PET bottles…to prioritize affordability and lightweight packaging," but concerns exist "regarding their environmental impact."

What, when, and why do consumers choose the alcoholic beverage they drink?

Of the consumers who participated in Gallup’s survey, 38% consumed beer "most often," 30% liquor, and 29% wine.

According to Innova Market Insights reports, for U.S. and Canadian alcoholic beverage drinkers, 42% "turn to both beer and wine when they are with friends and family." Another Innova Market Insights report indicates that "nearly half of consumers in the US and Canada use premixed cocktails and flavored malt beverages to relax or wind down."

BCG reported that, based on surveys conducted with alcoholic beverage consumers in October and November 2025 and in 2015, the percentage of participants who:

  • Drank at home:
    • 63% in 2025
    • 54% in 2015
  • Drank in bars or restaurants:
    • 16% in 2025
    • 27% in 2015
  • Drank while "doing activities out of the home, such as sport, travel, or attending a concert":
    • 21% in 2025
    • 6% in 2015

Ipsos published data from their Alcohol Consumption Tracker, U.S., from July 2024 through June 2025, indicating the top three reasons why panel members drank alcoholic and non-alcoholic beverages.

Reason Consumes alcohol beverages for the reason Consumes non-alcoholic beverages for the reason
Relax/de-stress 33% 18%
Have a good time/more fun 18% --
Reward/treat 16% 12%
Satisfy a craving -- 14%

Sources such as BCG, which surveyed consumers in October and November 2025, indicate that health and wellness motivate U.S. adults to drink less alcohol than they did a year ago. Grand View Research reports that less than a quarter (21–22%) of Gen Z do not consume alcohol at all, and 39% drink only occasionally, which is also attributed to health consciousness, changing social norms, and the rise of low- and no-alcohol alternatives…34–46% [of Gen Z] lack of interest as reasons for low or no use." Other factors influencing purchasing and consumption include "inflation …[and] as consumers cut back on discretionary purchases."

NoLow Alcoholic Beverages

Based on Mintel's Global New Products Database, "U.S. alcoholic drinks with 'low/reduced alcohol' or 'alcohol free' claims have grown by 457% over the past five years […but the market is…] less than 4% of total alcohol launches." Another source quoted in the article indicates that growth is driven by non-alcoholic beer, with "the real surge […in growth…] coming from non-alcoholic spirits and functional seltzers."

OpenPR reports that the North American non-alcoholic spirits market is expected to have a CAGR of 9.4% from 2024 to 2034. With growth based on "health-conscious consumers, a strong presence of innovative spirit brands (e.g., Ritual Zero Proof, Spiritless), and evolving social norms around mindful drinking."

Datassential's 2026 Future of Drink Report revealed awareness and interest in specific alcoholic beverages and cocktails. Of the 3,000 adults, aged 21 and older, who "enjoy adult beverages once every couple of months or more often," and who participated in an October 2025 survey, they report the following related to low-alcohol options:

  • Beers and ciders that are less than 3% ABV and "can be enjoyed over a longer "session" of drinking, 49% awareness (an increase from 44% in 2024), and 47% interest (an increase from 39% in 2024).
  • Cocktails that are less than 3% ABV, 63% awareness (an increase from 58% in 2024), and 51% interest (an increase from 46% in 2024).
  • Non-alcoholic-only bars, tasting rooms, distilleries, etc., 34% awareness (an increase from 31% in 2024), and 41% interest (an increase from 31% in 2024).

Whether "due to sober curiosity, cost, health goals, and avoiding hangovers," Innova Market Insights indicates that 25 to 25% of U.S. consumers choose "alcohol alternatives." As consumers explore options to supplement or replace alcoholic beverages entirely, appeal centers on benefits such as "functional benefits and mood-driven beverage innovation," "seasonal or limited edition flavors," and "better-for-you" claims.

Dry January and Sober October

Several sources publish data on U.S. consumer participation in Dry January. One source, Civic Science, reported that among the 681 U.S. drinkers aged 21+ who were surveyed between January 1 and 26, 2026, and responded to the question asking about their participation in Dry January:

  • 61% were "not participating" in Dry January 2026
  • 20% "started to participate but didn't follow through," and
  • 19% were participating.

"Who" was "not participating" in Dry January 2026?

  • 85% of those aged 65 and older,
  • 70% of those aged 45 to 64,
  • 42% of those aged 30 to 44, and
  • 25% of those aged 21 to 29.

Regarding the percentage who "started to participate" but resumed drinking:

  • 49% of those aged 21 to 29,
  • 33% of those aged 30 to 44,
  • 14% of those aged 45 to 64, and
  • 1% of those aged 65 and older.

According to Numerator, of the "one in four alcohol buyers" who plan to participate in Dry January in 2026, 43% will be participating for the first time, and "[o]ver half (57%) are repeat visitors." Those who purchase more alcohol than the average buyer, in terms of the number of buying occasions and the amount spent, are more likely to participate in Dry January.

Civic Science Numerator
Percent who "plan to stop drinking altogether":34% in 202527% in 2026 Percent planning "to cut back on alcohol even after January": 13%
Percent who "plan to drink less but not eliminate alcohol":29% in 202538% in 2026 "Percent planning on consuming alcohol after Dry January:46% of participants with household incomes above $125,00048% with household incomes between $40,000 and $125,00041% with incomes below $40,000
Percent who "plan to return to [their] normal drinking habits":27% in 202535% in 2026 Percent who haven't decided: 41%
Participants: 1,208 responses from January 18, 2025, to January 26, 2026. "Excluding ‘Not sure'" responses. Participants: 506 responses collected in December 2025
Civic Science Numerator
Concerns for physical health (41%) "Looking to start the year on a healthier and more financially stable note" (47%)
Concerns for mental health (24%) To "prove they can abstain" (32%)
To save money (17%) To save money (30%)
Detoxing after the holidays (11%)
"A desire to take a break from alcohol" (no % provided)

While Civic Science reports that in place of alcohol, 17% were "consuming" each of the following: CBD/Cannabis, non-alcoholic beer, and mocktails or non-alcoholic spirits, Numerator reports respondents plan to consume spiritless cocktails (15%), non-alcoholic beer (11%), non-alcoholic spirits (10%), non-alcoholic wine (8%), and THC/CBD drinks (7%).

Civic Science also reported on participation in Sober October in 2025 and collected responses from 2,451 adults "aware of Sober October." Of these consumers, 16% answered "yes" when asked, "Are you planning to participate in Sober October this year, where you give up drinking alcohol for the month?" The source indicates that this percentage was similar in 2025, which was 15%. An additional 40% didn't plan to participate, and 43% "already never drink alcohol."

Removing those who "already never drink alcohol" from the data, and only considering percentages that describe those who planed/didn't plan to participate in Sober October, participation was higher for those aged 21 to 29 (36%) and 30 to 44 (37%), with fewer aged 45 to 64 (24%) and aged 65 and older (12%) planning to do so. While 27% of those planning to participate in Sober October "no replacing [alcohol] with anything," 24% were planning to replace alcohol with Cannabis/CBD products, and 22% with non-alcoholic/alcohol-free beverages.

Flavors

Future Market Insights, Inc. indicates that from 2025 to 2035, the alcohol flavors market will have a CAGR of 5.2%, based on "strong sales of premium products combining innovative flavors - such as barrel aged versions or botanically infused liquor." To appeal to today's consumers, offering multi-variety packages of RTDs will continue to meet "desire for exploration, while also reducing choice fatigue."

What flavors are expected to command consumer attention?

Innova Market Insights emphasizes the importance of flavors, stating that consumers seek bold, exciting, and comforting flavors. Tropical, botanical, and flavors that evoke emotion and that consumers associate with the seasons are also expected to appeal greatly to today's consumer.

Tropical

Pineapple is poised to be a trending flavor for the beverage category. Why such an interest in pineapple? According to Beveragedaily.com, pineapple "transports consumers to sunny beaches and poolside gatherings," provides "an emotional perception of wellbeing through taste," creating a "refreshing, dynamic and slightly tangy" sensation, and the "sweet-acidic profile" invokes a "mental link" to "faraway places." The source lists flavors that work well with pineapple: Coconut, mango, ginger, mint, chili, and vanilla.

For both the non-alcoholic and alcoholic beverage categories, "bold, dynamic flavors from Latin America are surging." These flavors include:

  • "tamarindo (tangy, sweet-sour),
  • mango con chamoy (juicy, spicy, sweet),
  • pineapple,
  • guava,
  • prickly pear, and
  • specialty botanicals like yerba maté and guayusa

Botanicals

As quoted in Beverage Industry's New Product Development for Beverage Manufacturers, Jonah Jackson, of Flavorchem, expects combinations like "botanicals with alcohol and zero-proof spirits."

Botanicals, which can provide some sweetness that sugar otherwise would, of note are:

  • Rose
  • Elderflower
  • Cherry
  • Citrus like calamansi (mix of lemon, lime, and tangerine), hallabona (sweet and seedless tangerine), and sumo (seedless mandarin)

Bitter botanicals, as noted by T. Hasegawa USA Inc. in their 2026 Food & Beverage Trends Report, such as mugwort, ginger, and palo santo, "amplify" low- and no-alcohol "experiences."

Bold

Based on popularity, Innova Market Insights indicates that consumers will continue to seek out these flavors:

  • Vegetable flavors
  • Hot and spicy
  • Herbal flavors
  • Confectionery-inspired flavors
  • Salty flavors
  • Fruity flavors
  • Pairing or "stacking" flavors together

Persistence Market Research also indicated that "bolder, layered profiles for RTD cocktails, hard seltzers, and flavored spirits, with strong traction for tropical, citrus, smoked, and botanical blends that appeal to younger drinkers seeking sensory novelty" is trending.

Seasonal

Consumers may also select a flavor to evoke an emotion or reflect a season. For example, "fruity or tropical blends align with warm weather occasions and elicit associations with outdoor gatherings."

FlavorSum's 2026 Seasonal Flavor Guide provides a list of the top 10 cocktail flavors "more associated" with the seasons.

  • Flavors associated with spring & summer, in order, are: 1) lemonade, 2) pineapple, and 3) raspberry.
  • For fall & winter, the top flavors are: 1) gin & tonic, 2) mango mimosa, and 3) rosé (wine).
  • Mango iced tea and spicy mango were at the top of the "flavors to watch" list for spring/summer and fall/winter, respectively.

Spirit-specific flavors

Sources also provide lists of flavors that are specific to certain types of alcohol. FlavorSum lists some of the top spirit flavors, noting that "fruit-forward profiles dominate lighter spirits like vodka, gin, and tequila," (e.g., citrus and berry flavors), with "[s]picer, deeper, and richer notes […for…] dark spirits such as whiskey and rum."

RTDs

IWSR projects that RTDs in the U.S. will grow at a 3% CAGR between 2023 and 2028. Another source, Persistence Market Research, projects that RTD cocktails will grow at a CAGR of 14.1% between 2025 and 2032, with historical growth from 2019 to 2024 at 12.9%.

Globally, IWSR attributes most of the growth to existing RTD drinkers, in particular Gen Zs, who are increasing their "frequency of consumption," rather than a significant increase in new RTD drinkers. Mark & Spark Solutions reports that RTD and hard seltzers appeal "to health-conscious drinkers with low-calorie, convenient, and flavor-oriented options."

Future Market Insights released several reports on the RTD market that provide market analysis and forecast CAGR and demand drivers.

  • RTD cocktail shots
    • CAGR for 2026-2036: 9.0%
    • Demand for "convenient, portion-controlled alcoholic beverages […] premiumization trends, flavor experimentation, and rising acceptance of ready-to-consume formats across younger demographics."
  • Pre-mixed/RTD alcoholic drink market
  • CAGR for 2025-2035: 4.9%
  • "Growing popularity of functional RTDs incorporating botanicals and adaptogens […] craft breweries in RTD product diversification."
  • RTD Canned Cocktail market
    • CAGR for 2025-2035: 5.9%
    • "[S]trong momentum due to the increasing consumer preference for on-the-go alcoholic beverages that offer bar-quality experiences without the need for preparation."
  • RTD Cocktail market

While spirit-based RTD cocktails claimed 56.8% of the U.S. market, Persistence Market Research expects wine-based RTDs to be the "fastest-growing segment" due to "rising demand for lower-alcohol, lighter alternatives that align with health-conscious drinking trends." The source indicates that "flavor innovation, organic labels, and beverages that align with wellness trends while still delivering premium taste" appeal to Gen Z consumers in the U.S. The following are some of the attributes that are listed as "emerging opportunities" for RTDs:

  • "Premiumization and craft-style innovation"
  • High-quality ingredients
  • Low-sugar options
  • Culturally inspired flavor profiles

Wine

Wine & Spirits Wholesalers of America's SipSource data tracker indicated that "over the past year," sales have been -6.6% for white, -10% for red, and -11.5% for pink wines. With sales being generated by "wine-based cocktails, sake and plum wines, and de-alcoholized brands." Champagne has "gained 2.7% in volume and 1.2% in revenue."

The projected compound annual growth rate for the wine market for the next five to 10 years has been reported by the following sources:

What is having a positive impact on the wine category?

Grand View Research notes the following as having a positive impact on the category:

  • "Flavor, color, and packaging"
  • "Organic, biodynamic, and sustainable options"
  • Locally-made
  • "Smoother and fruiter U.S. wines"
  • Semi-sweet and sweet U.S. wines

Future Market Insights, Inc. reports that "growth is especially healthy regarding sparkling, rosé, and low- or no-alcohol styles […] interest in clean-label and environmentally friendly products."

Who is consuming wine?

"Women account for 54.21% of the market, "driving growth in both the premium and super-premium segments," with "experience-driven marketing strategies" (e.g., events and tasting) greatly appealing. Efforts that focus on "craftsmanship, bold flavors, and food pairings…resonate with male drinkers."

Regarding generation,Grand View Research indicates that Millennials and Gen Zs, in particular, "are drinking less and spending less on wine," with these generations choosing "alternatives like cocktails, spirits, and non-alcoholic beverages."

According to the Wine Market Council, based on the 2025 Benchmark Consumer Survey, the combined percentage of core wine consumers (those who drank wine at least once a week) and marginal (those who consumed less often but at least once every two to three months) declined from 34% in 2023 to 29% in 2025.

Wine Market Council Segmentation

Year Gen Z
(21-28)		 Millennials
(29-44)		 Gen X
(45-60)		 Baby Boomers
(61-79)		 Greatest Generation
(80+)
2023 9% 30% -- 32% --
2025 14% 31% 26% 26% 4%

The sample consisted of "nearly 5,000 U.S. adults over the age of 21, balanced to the U.S. census for age, income, education, gender and ethnicity."

What wine are they consuming?

Mordor Intelligence indicates that still wine accounted for 69.24% of the U.S. wine market share in 2025. That red wine "commands a significant 44.32% share," due to food pairings and flavor profile, "loyal consumer base," and the "wine's association with health benefits." Due to changes in consumer preference, it is noted that producers are "introducing styles with softer tannins, reduced alcohol content, and vibrant fruit profiles," and that "rosé wine [is emerging] as the U.S. wine market's fastest-growing segment [due to] its all-year-round allure, eye-catching presentation, and versatility across diverse occasions."

SevenFiftyDaily reports that "white wine styles, such as Sauvignon Blanc, [resonate] especially with the younger consumer," along with other aromatic white wines. The wines are associated with "easy-drinking," with consumers "craving wines that are refreshing, compelling, and effortless food-friendly."

Future Market Insights, Inc. reports that interest in port wine is projected to grow at a CAGR of 8.1% for 2025-2035. The source indicates that "consumers increasingly seek premium and diverse wine experiences […] increasing appreciation for specialty and fortified wines, particularly in fine dining and social settings."

Datassential's 2026 Future of Drink Report, conducted in October 2025 with 3,000 adults aged 21 and older who "enjoy adult beverages once every couple of months or more often," indicated that among the "top 20 trends overall," fruit wines ranked in the top positive (70% were aware and 73% interested), followed by natural wine (53% awareness and 69% interest). Wine from unique international areas ranked fifth, with dessert wines, flavored wines, and wine on tap ranked seventh, eighth, and tenth, respectively. According to the report, "[w]omen are more drawn than men to […] dessert wines, frizzante wines, orange wines, and sparkling wines."

Based on Mintel data collected in October 2025 from 943 internet users aged 22 and older who drink wine, and published by T. Hasegawa, the following are the percentages of consumers who drink these wines off-premise:

  • White wine, 47%
  • Red wine, 47%
  • Rosé wines, 25%

When are they consuming and purchasing wine?

A survey conducted by Civic Science in late October 2025 revealed that among the consumers aged 21 and older who drank alcohol (n=1,380), 72% intended "to purchase wine in the next three months," which would include the months of November and December 2025 and January 2026. Occasions for which they would purchase the wine include:

  • 50% for holiday celebrations,
  • 45% for casual at-home drinking,
  • 37% for hanging out with friends,
  • 36% for parties/social gatherings
  • 34% when dining out, and
  • 20% for watching sports/movies/theater.

When asked how they "discover new wine," (n=600), 42% indicated family and/or friends, 41% in-store, 28% restaurants, 21% on the internet, 19% social media, 17% food publications, and 10% through email or newsletters.

Sparkling wine

The CAGR for U.S. sparkling wine ranges from a CAGR for 2025-2031 at 2.69% (Mordor Intelligence) to a CAGR for 2025-2030 at 9.9% (Grand View Research).

According to IWSR, growth in sparkling wine consumption is driven by younger consumers drinking it for "relaxing at home at the end of the day" and during "casual meals," with Gen Z opting for it over "red and white wine" on these occasions. Grand View Research's assessment echoes this in that sparkling wines meet "demand for premium, celebratory, and everyday drinking options. Younger demographics [choosing sparkling] for casual and social occasions." Modor Intelligence indicates that "canned formats and resealable bottles are making sparkling and rosé wines more accessible."

IWSR indicates that in 2025, the number of "sparkling wine drinkers" reached 27% of the LDA population in the U.S.; however, the source suggests that "the proportion of sparkling wine drinkers consuming it at least once a week is now declining, although it still remains above pre-pandemic levels."

In Tastewise's report, The Modern Wine Marketing Playbook for Winning the Shelf, the authors indicated that, "[s]parkling wines and champagnes perform well because they blend luxury with accessibility. Champagne holds one of the highest correlations with celebratory dishes, while Prosecco maintains strong social traction as an affordable, versatile choice."

Clean and Eco-friendly wines

The Wine Market Council and Wine Opinions surveyed 1,500 U.S. consumers, of which "[n]early 2/3 were core wine consumers (drink wine once a week or more) with the others consuming wine "several times a month to several times a year," to understand eco-friendly wine purchases better. Their research reveals that consumers "understand" certain sustainable terms (e.g., "organic grapes" and "organic wine"), but less than half of the participants were "familiar with" terms such as "natural wine," (41%), "biodynamic," and "regenerative" (25%).

Innova Market Insights reports that the following claims are important to U.S. and Canadian wine consumers: "no artificial flavors or colors, real ingredients, and traditionally crafted."

Just stating that your wine is "clean" or "eco-friendly" will not be enough – brands will have to provide evidence to appeal to consumers, as indicated by Mordor Intelligence, which states that "transparent labeling practices and wellness-centric branding bolster consumer trust and informed choices."

Packaging

The Wine Market Council and Wine Opinions surveyed 1,500 U.S. consumers and assessed the likelihood of purchasing wine in alternative packaging. Based on knowledge survey participants gained after reading "a couple of sentences on the energy/carbon impact and environmental benefits of lightweight packaging," 76% "would likely purchase wines in lightweight bottles," compared to 43% who would "likely purchase boxed wine" and 35% who "would likely purchase wine in cans."

The market for single-serve wine cans and bottles is projected to grow at a CAGR of 3.6% between 2025 and 2035. Reasons for this anticipated growth are due to demand for "quality wine experience without opening an entire bottle […] convenience and sustainability […] growing popularity of casual drinking and social gatherings […] portion control." With the "leading product type" being "red wine," which "dominates with 46% [market] share."

  • Smaller bottles, cans, and tetra packs are preferred for picnics, social gatherings, or on-the-go occasions."

OpenPR indicates that challenges include:

  • "Perceived lower quality compared to traditional bottles
  • Higher price points for premium single-serve options
  • Competition from craft beer and ready-to-drink cocktails"

Also, during the period 2025 to 2035, the wine box market, according to Future Market Insights, is expected to grow at a CAGR of 4.3%.

Spirits

What CAGR can we expect for spirits over the next five to 10 years?

  • A CAGR for 2026-2031: 2.59%, driven by premiumization (Modor Intelligence).
  • A CAGR for 2026-2036: 3.6%, based on "steady growth in whiskey, tequila, and premium vodka segments…[demand for] higher-quality spirits with distinct provenance and flavor profiles" (Future Market Insights, Inc.).

Growth and CAGR projections are as follows:

  • Mark & Spark Solutions indicated there will be "significant growth, fueled by the rising popularity of tequila, whiskey, and gin among younger consumers seeking artisanal and craft products."
  • Modor Intelligence wrote that "[w]hiskies accounted for 34.58% of the market in 2025 [with] white spirits projected to grow at a rate of 3.03% annually from 2026 to 2031."
  • Future Market Insights, Inc. projects a CAGR of 7.5% for Mezcal between 2026 and 2036, as "consumer interest in new, exotic spirits continues to rise […]will expand as more people seek out premium, authentic, and culturally rich beverages."
  • Persistence Market Research reports that the CAGR for rum in the U.S. for the period of 2025 to 2032 will be 4.9%.

Small, "spirit miniatures" are expected to have a CAGR of 5.3% for 2025-2035 due to "increasing demand for travel-friendly, giftable, and trial-size alcoholic beverage packaging."

Datassential also reports the following will trend in 2026:

  • Arak, a Turkish spirit, is used "in cocktails and traditionally serving style – diluted with water to create a milky-white appearance."
  • Rakija, from the Balkans, "[m]ade by fermenting and distilling fruits like plums, grapes, apricots, pears, and cherries."
  • Chicha, "one of Latin America's oldest beverages, traditionally made from fermented maize."

Agave spirits

Transparency continues to gain momentum in the spirits industry. "More than 8 in 10 U.S. consumers read labels before deciding to buy a product, with almost two-thirds (63%) paying more attention to label information compared to five years ago […] region or origin is key for over three quarters (77%) of consumers." Several tequila companies have focused on being transparent by highlighting their additive-free tequila that are "authentic" and made using "traditional methods."

SevenFiftyDaily indicated that trends for 2026 will include continued interest in Mezcal, along with other agave spirits such as raicilla, "made from agave […] fruity and floral to herbal and funky," which Datassential also indicated will grab our attention this year.

Tastewise reported in the 2026 Food & Beverage Trend Forecast that consumer interest in agave wine is up 42%, there has been a 20% growth in restaurants carrying agave wine ("typically made from the sweet sap, or aguamiel, of the agave plant"), and a 73% increase in restaurant items "involving agave wine" compared to the previous year.

Cocktails

In their 2026 Food & Beverage Trend Forecast, Tastewise indicated that "1/3 of American alcohol consumption is in cocktail format." NielsenIQ published a similar statistic for on-premises, with vodka, whiskey, and tequila being "core spirit categories."

An article published by SevenFiftyDaily indicated that trends for 2026 will include:

  • Jello shots, gelatin-based cocktails, cocktails "topped with creamy or chewy foams," and "unexpected garnishes"
  • A gin resurgence
  • "Water-based and hyper-sustainable spirits"
  • Still wine-based cocktails

Other articles indicate that bitter, briny, savory, fermented, umami flavors, and cocktails with other unique ingredients (e.g., spices, dairy) and textures (crispy, silky, etc.) will appear on menus. With Pinterest showing that cabbage is trending, expect to see kimchi cocktails.

Wine-based cocktails

Datassential's 2026 Future of Drink Report revealed "awareness" of and "interest" in wine cocktails were 70% and 67%, respectively. While the percentages were lower, "awareness" and "interest" in fortified wine cocktails were 34% and 46%, respectively.

Wine-based cocktails may likely appeal due to "[t]he relative affordability" compared to the average price of table wine.

The recently completed Wine Market Council/Vista Granda consumer research study, involving "wine hesitant" consumers, revealed that wine cocktails, "[c]ompared to table wine, […] are more fun and less intimidating and allows the drinker to customize the cocktail according to their taste and health preferences."

"Seasonal" cocktails, along with flavored seasonal wines (e.g., pumpkin flavored), are also suggested as a way to appeal to these consumers, along with "alternative packaging, including single-serve portions," with small-sized containers appealing to "single or smaller households" who may not necessarily consume "a whole bottle of wine in a sitting."

Spritz

According to Zach Poelma, senior vice president, supplier strategy and insights at Southern Glazer's Wine & Spirits, as quoted in Beverage Daily, spritzes are "lower ABV […and…] wine spirtzes represent a powerful growth opportunity, especially as consumers seek out lighter, more approachable formats. They resonate with younger drinkers who value moderation, customization, and fun."

Breweries and distilleries should not ignore the spritz trend, as there are opportunities also to create cocktails with Italian aperitifs. A search in any web browser will generate lists of concoctions with beer (e.g., Spaghetti, Berricano) and spirits (e.g., Negroni, Vesper Martinis).

In another report, Datassential indicates that limoncello "is having its moment […and…] appeals to those who find Aperol too bitter."

Beer

The CAGR for beer for 2025-2035 is expected to be 6.9%. Future Market Insights, Inc., indicates that this will be influenced by "craft breweries catering to regional and flavor-specific preferences […] popularity of light, organic, and gluten-free lagers among health-conscious consumers […] barrel-aged, flavored, and small-batch variants leading premiumization." With Mark & Spark Solutions cautioning that characteristics slowing "growth rate" include the shift toward "flavored alcoholic beverages and lighter options."

Looking back at 2025, nonalcoholic beer sales for the 52 weeks ending October 25, 2025 (NIQ data) were up 18%. While "[s]uper-premium beer accounted for 40.7% of total beer volume in 2025, up from 39.6% in 2023."

While only being of value to "one-quarter" or fewer consumers, Innova Market Insights reports that for the U.S. and Canadian markets, "traditionally crafted" is the leading beer claim, followed by premium quality and real ingredients."

CGA by NIQ provides insights from their on-premise craft beer research that apply across the category. In particular, Gen Z "over-index for the importance of flavors, natural ingredients and ABV." One flavor, as reported by Persistence Market Research, is chocolate beer, which "has transitioned from a seasonal novelty to a year-round premium indulgence" and accounted for "about 15% of total craft beer sales volume in 2024" in North America.

About wheat beers, Persistence Market Research reports for North America that consumers find that the beers "offer approachable, refreshing profiles that appeal to both casual and dedicated beer drinkers […with flavor innovation…] including fruit-infused, spiced, and experimental wheat beers."

Among the beers we might see trending, Datassential reports that we are likely to see some of the following:

  • Roggenbier, "traditional German style…[b]rewed with large portions of rye malt […] lightly spic, earthy aroma."
  • Joppenbier, a Dutch beer that "has a thick, syrup-like texture, dark color, and high sugar and alcohol content."
  • Dampfbier, a "Bavarian beer style […] amber in color, medium-bodied, and relatively light with malty, aromatic notes and low bitterness."

Cider

Future Market Insights, Inc. projects that cider will experience a 5.1% CAGR for 2025-2035, in part due to "rising demand for low-alcohol and fruit-based alcoholic beverages… [with cider] gaining favor over beer and spirits due to its lighter profile and diverse flavor offerings."

Another source, S&S Insider, indicates that for the period 2026 to 2033, the CAGR will be 4.17% due to "increasing popularity of craft, flavored and premium ciders."

Mark & Spark Solutions also acknowledge that cider "gained traction due to the trend toward fruit-based, gluten-free beverages, attracting a diverse audience seeking refreshment and novelty."