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2025 Developments
In 2025, alcoholic drinks in the US experienced a contraction in consumption, with total volume falling by 4% to 27.3 billion litres, despite growth of 2% in real GDP. The resilience in total value, with only a 1% decrease in current terms to USD307.6 billion, was sustained by rising prices and the continuing appeal of premium brands, though potential for volume expansion was significantly constrained. Polarisation defined consumer choices, as affluent households sought high-quality offerings, while those facing cost pressures migrated to affordable brands and multipacks, squeezing the mid-tier and compelling producers to innovate or reposition. Non alcoholic launches gained traction, especially among younger legal-age and health-oriented consumers, supported by advances in dealcoholisation and expanded retail visibility. This area now stands as the most dynamic opportunity in a landscape otherwise facing ongoing declines. Success in US alcoholic drinks now depends on a clear focus on authentic brand storytelling, innovation in both premium and value segments, and agile channel strategies that address shifting purchase habits, particularly in warehouse clubs and e-commerce for high-value and alcohol-free products.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in USA?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in USA?
- How are products distributed in USA?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in the US
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Buzzballz and Michelob Ultra Shape Polarised Spending Patterns
Chart 2 Premium and Value Segments Outperform the Pressured Middle Market
Bero and Freixenet 0,0% Fuel Nolo Expansion among Younger Adults
Chart 3 Nolo Beverages Broaden the Alcoholic Drinks Consumer Base in the Us
The Zero Proof Leverages Wellness Trends to Expand Occasions
Chart 4 Volume Sales 2020-2030
Chart 5 Volume Sales by Category 2025
Nolo Innovators Capture Growth as Moderation Reshapes Demand
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Anheuser-Busch and Millercoors Defend Positions as Rtds Drives Portfolio Shifts
Chart 8 Analyst Insight for Alcoholic Drinks
Anheuser-Busch Acquisition of Beatbox Spurs Rtd Growth and Portfolio Diversification
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Distribution Varies across Product Categories
Premium Products Drive Gradual Gains for E-Commerce in a Store-First Landscape
Nolo Launches Attract Younger Adults and Broaden Occasions
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 11 Economic Context for Alcoholic Drinks
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Alcoholic Drinks
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Beer in the US
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Busch Light and Michelob Ultra Shape Diverging Consumer Choices
Athletic Brewing and Bero Accelerate Mindful Drinking Momentum
Guinness and Victoria Drive Growth through Heritage-Led Storytelling
Chart 18 Guinness Focuses on Compelling Narratives
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Athletic Brewing Drives Non Alcoholic Growth as Lager Contracts
Chart 21 Athletic Brewing Co Taps into Shifting Consumer Habits
Michelob Ultra and Busch Light Sharpen Positioning Amid Polarisation
Chart 22 Forecast Volume Sales 2020-2030
Chart 23 Forecast Volume Sales by Category 2025-2030
Michelob Ultra and Athletic Brewing Reshape Growth and Loyalty
Chart 24 Analyst Insight for Beer
Ab Inbev Expands Reach with Beatbox Acquisition
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
Forecourt Retailers Capture Impulse Demand with Chilled Convenience
E-Commerce Edges up but Faces Physical Barriers to Growth
Chart 27 Economic Context for Beer
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Beer
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Cider/Perry in the US
Key Data Insights
Cider/Perry Summary
Blake’S Drives Flavour Innovation to Lift Sales and Consumer Engagement
Ciderboys Expands Non Alcoholic Appeal as Regular Hard Cider Remains Largest
Ciderboys and Blake’S Spark Dual Momentum with Nolo and Flavour Innovation
Chart 33 Ciderboys Launches First Non Alcoholic Craft Ciders in Us
Chart 34 Blake’S Hard Cider Unleashes Bold New Flavours in 2025
Chart 35 Volume Sales 2020-2030
Chart 36 Volume Sales by Category 2025
Two Towns Ciderhouse Leads Non Alcoholic Surge as Nolo Revolution Accelerates
Producers Embrace Premiumisation to Offset Input Costs
Rising Incomes and Steady Gdp Growth Support Premium and Mindful Consumption
Chart 37 Forecast Volume Sales 2020-2030
Chart 38 Forecast Volume Sales by Category 2025-2030
Boston Beer Co Maintains Lead as Craft Challengers Gain Share
Chart 39 Company Shares 2025
Chart 40 Brand Shares 2025
Angry Orchard and Supermarkets Strengthen Leadership through Variety Packs and Promotions
Two Towns Ciderhouse Expands E-Commerce Reach with Direct-To-Consumer Launches
Chart 41 Economic Context for Cider/Perry
Chart 42 Real Gdp Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Consumer Context for Cider/Perry
Chart 45 Population 2020-2030
Chart 46 Population by Generation 2025
Rtds in the US
Key Data Insights
Rtds Summary
Chart 47 Key Industry Trends for Rtds
Yacht Water Leverages Celebrity Branding to Capture Premium Rtds Growth
Chart 48 Rtd Brands Reinvent Portfolios through Premium Innovation
On the Rocks Attracts At-Home Cocktail Enthusiasts with Premium Spirits
Non Alcoholic Brands Win over Wellness-Minded Consumers with Functional Innovation
Chart 49 Non Alcoholic Rtds Gains Momentum Amid Moderation and Wellness Trends
Chart 50 Volume Sales 2020-2030
Chart 51 Volume Sales by Category 2025
Spirit-Based Launches Drive Premium Experiences Amid Volume Decline
Non Alcoholic Brands Shift Focus to Differentiated Functionality and Lifestyle
Chart 52 Forecast Volume Sales 2020-2030
Chart 53 Forecast Volume Sales by Category 2025-2030
Mike’S Hard Beverage Sustains Lead as Rivals Face Shifting Demand
Chart 54 Analyst Insight for Rtds
Anheuser-Busch Expands with Beatbox Acquisition to Target Growth
Chart 55 Company Shares 2025
Chart 56 Brand Shares 2025
Convenience Retailers Gain Ground as Shoppers Prioritise Immediacy and Single-Serve Formats
E-Commerce Grows but Remains Constrained by Regulation and Impulse-Driven Behaviour
Chart 57 Economic Context for Rtds
Chart 58 Real Gdp Growth 2020-2030
Chart 59 Inflation 2020-2030
Chart 60 Consumer Context for Rtds
Chart 61 Population 2020-2030
Chart 62 Population by Generation 2025
Spirits in the US
Key Data Insights
Spirits Summary
Chart 63 Key Industry Trends for Spirits
Economic Pressure Drives Polarisation between Value and Premium Choices
White Spirits Remains Dominant as Tequila Gains Ground through Innovation
Chart 64 Producers Leverage Heritage to Justify Premium Pricing
Mindful Drinking and Heritage Branding Reshape Consumption Patterns
Chart 65 Volume Sales 2020-2030
Chart 66 Volume Sales by Category 2025
Agave-Based Brands Leverage Provenance to Offset Declining Volumes
Non Alcoholic Spirits Attracts Health-Focused Consumers with Rapid Growth
Packaging Innovation and Compliance Shape Future Brand Strategies
Chart 67 Forecast Volume Sales 2020-2030
Chart 68 Forecast Volume Sales by Category 2025-2030
Tito’S Outpaces Smirnoff as Diageo Loses Ground to Sazerac and Value Offerings
Chart 69 Analyst Insight for Spirits
Chart 70 Company Shares 2025
Chart 71 Brand Shares 2025
Food/Drink/Tobacco Specialists Channel Retains Lead
E-Commerce Attracts Premium and Non Alcoholic Spirits Shoppers Despite Barriers
Celebrity Partnerships and New Launches Expand Premium and Mindful Options
Chart 72 Almave Humo Targets Mindful Drinking and Premiumisation Trends
Chart 73 Economic Context for Spirits
Chart 74 Real Gdp Growth 2020-2030
Chart 75 Inflation 2020-2030
Chart 76 Consumer Context for Spirits
Chart 77 Population 2020-2030
Chart 78 Population by Generation 2025
Wine in the US
Key Data Insights
Wine Summary
Chart 79 Key Industry Trends for Wine
Affluent Buyers Drive Premium Wine Values as Younger Adults Reduce Frequency
Chart 80 Premium Wines Hold Strong Amid Polarisation in Us Market 2025
Estate-Grown Still Wines Retain Value as Table Wines Lose Share
Freixenet Cordon Negro 0,0% Launches and Accelerates Nolo Momentum
Chart 81 Freixenet Cordon Negro 0,0% Launches in Us, Boosting Nolo Wine Options
Chart 82 Volume Sales 2020-2030
Chart 83 Volume Sales by Category 2025
Affluent Consumers Prioritise Premium Bottles as Still Wine Contracts
Producers Strengthen Premium Storytelling as Moderation Gains Ground
Chart 84 Forecast Volume Sales 2020-2030
Chart 85 Forecast Volume Sales by Category 2025-2030
Gallo Leverages Acquisitions and Brand Scale to Defend Leadership as Rivals Target Premium and Nolo Growth
Chart 86 Analyst Insight for Wine
Wine Group’S Acquisitions and Nolo Launches Reshape Competition and Drive New Business Opportunities
Chart 87 Company Shares 2025
Chart 88 Brand Shares 2025
Supermarkets Benefits From Shoppers Seeking Value and Variety
Retail E-Commerce Supports Premium Discovery and Non Alcoholic Growth
Freixenet and Jordan Vineyard Generate Value through Innovation and Storytelling
Chart 89 Economic Context for Wine
Chart 90 Real Gdp Growth 2020-2030
Chart 91 Inflation 2020-2030
Chart 92 Consumer Context for Wine
Chart 93 Population 2020-2030
Chart 94 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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