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.