Understand how shifting attitudes and emerging products are reshaping U.S. alcohol consumption
The role of alcohol in American life is changing.
Consumption is declining, younger audiences are engaging differently, and cannabis is emerging as both a complement and a substitute in key occasions. At the same time, wellness culture and health innovation are reshaping how consumers evaluate what they drink.
For marketers in the BevAl space, this is represents a seismic shift. Are you prepared for what's ahead?
What the report explores
This free report report explores how shifting attitudes, health behaviors, and emerging products are redefining alcohol consumption across U.S. audiences, including:
- Declining alcohol consumption trends, with total adult participation falling from 153M to 146M since 2021
- Generational differences, with alcohol skewing older and cannabis led by younger segments
- The rise of wellness behaviors, including growing focus on health, ingredients, and lifestyle choices
- The impact of GLP-1 weight-loss drugs, with over 20M U.S. adults adopting and reshaping consumption habits
- Cannabis as an alcohol substitute, driven by perceptions of better health and fewer negative effects
- The growth of cannabis beverages, with trial rising to 29% and half of alcohol consumers interested in trying
Download the free report
Translate shifting consumption behaviors into smarter strategy
Understand changing consumption patterns
Identify how alcohol consumption is declining, how younger audiences are shifting toward cannabis, and how crossover behaviors are reshaping category engagement.
Align messaging with wellness and intent
Build campaigns that reflect health-conscious behavior, moderation, and evolving attitudes toward alcohol, cannabis, and lifestyle balance.
Activate where consumers are
Reach audiences with relevant messaging tailored to what they consume and where they're enjoying it.
