A new report says American wine consumption dipped for the first time in 25 years. The information comes from IWSR Drinks Market Analysis. It tracks the alcoholic beverage market. IWSR attributed the drop to changing generational habits. It says wine represents about 11% of the total beverage alcohol market in the U.S.
“The beverage alcohol industry in the US continued to innovate in 2019, especially in the ready-to-drink category, as the fight for consumption occasions intensified across all categories, something we fully expect to see in 2020 as well,” says Brandy Rand, Chief Operating Officer for the Americas at IWSR Drinks Market Analysis. “It’s also interesting to note that the value increase of beverage alcohol in the US continues to outpace volume growth, a clear indicator that US consumers are willing to pay for more premium products.”
It says total wine in the U.S. decreased in 2019, by posting a -0.9% volume loss from 2018. It also says beer volume was down -2.3% along with cider (-3.8%). Craft beer consumption increased last year by 4.1% and low or no alcohol beer also posted a gain of 6.6%.
“The beer industry producers are diversifying by entering new categories – such as hard kombucha, hard seltzer, canned cocktails, and even spirits – to meet growing consumer demand for both convenience and better-for-you beverages,” says Rand.
To read the complete report, click here.