Back to today’s briefing

Story perspectives

U.S. Alcohol Sales Plunge as Gen Z Shifts Preferences

1/19/2025

24 5

Summary

Story summary

U.S. alcohol sales decreased by 2.6% in 2023 and 2.8% in early 2024, with beer and wine down 2.9% and 4.4%.
This decline is driven by shifting consumer preferences, increased health awareness, and economic factors, particularly among younger drinkers.
The industry may shift focus to non-alcoholic options and premium products to adapt.
Future growth depends on Gen Z's evolving alcohol consumption habits.

1 of 1

Story summary

U.S. alcohol sales decreased by 2.6% in 2023 and 2.8% in early 2024, with beer and wine down 2.9% and 4.4%.
This decline is driven by shifting consumer preferences, increased health awareness, and economic factors, particularly among younger drinkers.
The industry may shift focus to non-alcoholic options and premium products to adapt.
Future growth depends on Gen Z's evolving alcohol consumption habits.