USA: Younger generation names beer as its alcoholic beverage of choice as wine sales plummet by 6%

Value perception, RTDs, rising prices and beer’s supremacy are all reasons the younger generation in the United States is drinking less wine, according to new research from Wine Opinions.

This comes after US wine sales plummeted by 6% in 2024, with a recent Gallup poll revealing only 59% of 21-35 year olds drink alcohol, versus 72% in 2001.

The study, which surveyed 1,215 Americans aged 21 to 39, offers a revealing look into changing alcohol consumption habits among younger consumers.

Beer emerged as the most popular alcoholic beverage among younger US consumers, with 43% of respondents selecting it as their drink of choice, far outpacing spirits (24%) and wine (19%), according to the study titled Trends Among Beverage Alcohol Consumers in Ages 21-39.

Nearly half (49%) of those who reported drinking less wine over the past two years said they simply preferred beer or spirits. Others cited the rising cost of wine or a general reduction in alcohol consumption.

The report also highlights a growing trend in alternative beverages. More than a third of participants, predominantly women, said that occasionally choosing canned alcoholic drinks contributed to drinking wine less often.