“2025 proved that Beverage Alcohol growth won’t come from broad price-ups or chasing every trend—it will come from meeting consumers in their moments. As moderation rises, RTDs hold share, and premiumization shifts toward trusted brands and smaller formats, winners will design for quality, flexibility, and clear occasions. If you can pair a purpose-built pack with a purpose-built moment, you’ll earn the basket—even when volumes are soft.”
Kaleigh Theriault, Director, BevAl Thought Leadership, NIQ
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Sipping through 2025
The 2025 BevAl Year in Review highlights a dynamic market grappling with evolving consumer preferences and economic pressures.
Uncork the Top 5 Key Findings
- Category Pressure Persists
Beverage Alcohol remained under pressure in 2025, with dollar declines across Beer, Wine, and Spirits driven primarily by sustained volume softness.
- Ready-to-Drink (RTD) Holds Its Ground
RTDs continued to be the most reliable growth engine, now accounting for over 12% of total alcohol dollars, despite slowing growth rates.
- Premiumization Evolves
Premiumization persisted, but increasingly through small sizes, trusted brands, and occasion-based purchases rather than broad price trading up.
- Moderation Gains Momentum
Non-Alcohol Beer, Wine, and Spirits solidified their role in moderation behaviors, surpassing $1 Billion in sales while remaining complementary to alcohol consumption.
- Intentional Consumption Shapes Demand
Consumer demand favored quality, flexibility, and intentionality, reinforcing that future growth will come from alignment with evolving occasions.
This in-depth report provides:
Topline Trends: Total alcohol, channel, and state-level performance.
Category Deep Dives: Uncover trends across beer, wine, and spirits segments.
