Regards, America. Your drinking tastes are changing. The wine has been good, but now, apparently, you are looking for something with more bubbles or bites.
For the first time in 25 years, wine consumption has decreased, falling in 2019 by almost 1% in volume, according to the analysis of the world market for alcoholic beverages IWSR.
While wine consumption is in decline, Americans continue to spend more overall on alcohol, with $ 167 billion to buy alcoholic beverages. It is a 2.5% increase over 2018, says IWSR.
And although Americans drank a little more in 2019 than in recent years, an increase of 0.3%, reversing the falls of almost 1% in the last two years, it is really what we are spending that exceeds what we are drinking. It is “a clear indicator that American consumers are willing to pay for more premium products,” said Brandy Rand, chief operating officer of IWSR Drink Markets Analysis for the Americas, in a statement accompanying the report.
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“The challenges facing the wine industry have been emerging for years, as baby boomers age and millennials show more preference for spirits and hard alcoholic beverages,” he told USA TODAY. “With the increase in low-alcohol and non-alcoholic products and consumer trends towards health and well-being, wine is in a difficult place to compete.”
A bright spot: the sparkling subcategory, Rand said, “where we see growth of cocktails like Aperol Spritz, and consumer preference for soft drinks is strengthening.”
The bubbles were big in 2019. And so were the drunkest options. People drank more whiskey, vodka, rum, tequila and gin, 2.3% more than last year. And the hard seltzers were the drink of 2019, with a volume that increased by almost 50%.
But it was not a victory for everything with bubbles. For the fourth consecutive year, beer consumption fell 2.3% in 2019. It also fell: cider, which fell 3.8%.
Hard seltzers are coming hard. Mineral water consumption is expected to triple by 2023, predicts IWSR. Consciousness and consumption will only benefit from the entry of new seltzers from Bud Light (this week) and Corona (due to this spring).
Already, hard seltzers such as White Claw and Truly represent 43% of the ready-to-drink beverage category, which also includes cocktails and other low-calorie and low-sugar options, all of which attract, in particular, the most drinkers young boys.
The spirits get a new superior dog. Tito’s handmade vodka increased in volume by 20% and eliminated Smirnoff vodka as the best selling distilled spirit in the United States. Vodka maintained its leadership in volume of spirits, which collectively grew 2.3%. Advances of other spirits: mezcal (40%), Japanese whiskey (23.1%), Irish whiskey (8.6%), tequila (9.3%), American whiskey (5.5%) and cognac (4% ).
Craft beer keeps going up. Although the overall beer volume decreased 2.3%, the consumption of craft beer increased 4.1%. While low and non-alcoholic beer increased 6.6% and imported beer increased 3.1%, domestic beer fell -3.6%.
Oenophiles do not need to complain. Wine still accounts for about 11% of the US alcoholic beverage market. UU. Sparkling wine rose 4% in 2019, IWSR says, but it was not enough to compensate for the 1.5% decrease in large still wines. The last volume loss in the category occurred in 1994, marking 24 years of growth before this most recent decrease, and is attributed to the change in generational habits.
Follow USA TODAY reporter Mike Snider on Twitter: @MikeSnider.