April 21, 2026 — Minneapolis, MN — The Beverage Information Group, a division of EPG Specialty Information, today announced the publication of its third Beverage Universe Trends & Insights Executive Summary, offering a comprehensive analysis of the U.S. beverage alcohol landscape. The report reveals an industry undergoing structural change as economic pressures, shifting consumer behavior, and rising moderation reshape category performance across spirits, wine, and beer. 2,000 U.S. consumers were surveyed to gain insight into their changing consumption behaviors.
The report projects total U.S. beverage alcohol sales to have declined 2–4% in 2025, driven by consumer value-seeking, reduced drinking occasions, and competitive pressure from spirits-based Ready-to-Drink beverages (RTDs). Distilled spirits achieved its 28th consecutive year of volume growth, but at a slowing pace, with supplier sales falling 2.2% to $36.4 billion. RTDs remained the standout performer, growing 17.5% and capturing 24.4% of the spirits market—more than doubling their share since 2021.
Beer and wine continued multi-year declines. Beer volume fell 4.0%, with mainstream and sub-premium segments experiencing the steepest losses. Wine consumption dropped 3.8%, marking the fourth straight year of contraction, with table wine leading the pullback. Wine-based RTDs were the only wine segment to grow, rising 10.1%.
Moderation emerged as one of the year’s most influential trends. According to the report, U.S. alcohol consumption reached a 90-year low, with only 54% of adults reporting they drink. Health concerns were the leading reason for cutting back, cited by 29% of consumers. Mocktail adoption surged early in the year—peaking at 36%—before stabilizing at 32% in Q4. Younger consumers, along with Black and Hispanic drinkers, were the strongest adopters, signaling a broadening shift toward low- and no-alcohol choices.
Across categories, late-year softening was evident. Spirits participation declined across vodka, tequila/mezcal, whiskey, and rum, with non-participation rising to 33%. Table wine consumption fell sharply from 61% in Q3 to 49% in Q4, contributing to a significant rise in consumers reporting no wine consumption. Beer showed modest stabilization in the second half of the year but remained in overall decline.
Despite the headwinds, the report identifies clear areas of opportunity, including domestic spirits positioned as alternatives to tariff-exposed imports, artisanal and aged expressions, non-alcoholic offerings, and convenience-driven formats such as RTDs. Brands that emphasize authenticity, value, and occasion-specific innovation are best positioned to navigate the evolving market.
You may order this report here. For more information on this report, contact Marina Velez, Research Director, mvelez@epgspecialtyinformation.com (763)-383-4453.
