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Consumer Trends
What US drinkers are buying, moderating and replacing, and what it means for the three-tier system.
What Americans Are Drinking Instead of Alcohol: The 2026 Data
Gallup says 54% of US adults drink, a record low. IWSR says Gen Z drinking is rising and Boomers are the real drag. A data-led look at what is replacing alcohol, what is not, and what the forecasts say through 2035.
Industry Insights
Mathew Benoit
Aug 21
22 min read
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