Are Alcohol Sales Down in 2026? The 3 Shifts Behind the Numbers
2:04 · October 23, 2026 · Industry Trends
Alcohol sales are down in 2026, and the total hides three shifts that matter more on the sales floor. In two minutes: the third straight year of global decline, why no-alcohol keeps growing, how ready-to-drink is changing shape, and why shoppers are pulling back on premium bottles.
Data as of October 2026.
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- Hemp Bev Certified: for Retailers
- Functional Beverage Certified
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Read the full 2026 trends breakdown
In this video
- 0:00 Are alcohol sales down in 2026?
- 0:11 Three straight years of decline
- 0:31 Shift one: moderation is sticking
- 0:48 Shift two: ready-to-drink is changing shape
- 1:08 Shift three: premiumization hit a wall
- 1:34 What it means for your team
Transcript
Are alcohol sales down in 2026? Yes. But the total hides three shifts that matter a lot more on the floor.
Worldwide, alcohol volumes fell 2 percent in 2025, the third annual decline in a row. In the US, just 54 percent of adults now say they drink at all, the lowest in Gallup's records. Only one major category grew worldwide: ready-to-drink.
Shift one: moderation is sticking. While total alcohol fell, no-alcohol volumes grew about 9 percent last year, and they're forecast to climb 36 percent between 2024 and 2029.
Shift two: ready-to-drink is changing shape. In the US, premixed cocktails grew more than 16 percent last year to 3.8 billion dollars, and spirits-based cans were still up 14 percent this August. Malt-based seltzers lost share.
Shift three: premiumization hit a wall. Americans bought more spirits in 2025 and spent less on them, and it carried into this year. Over the three months to July, spirits revenue was down about 7 percent, and bottles between fifty and a hundred dollars were down more than 9 percent. People still want something good. They're watching the price.
So what does that mean for your team? Customers are walking in with sharper questions, and the answer they get decides the sale. Learn Brands has training for each of these shifts, from no-alcohol beer and wine to hemp and functional beverages, plus a free Core Education Suite. The full breakdown is on this page. Register your business free and get your team started.