US alcohol sales decrease as non-alc thrives

13 February, 2025

Alcohol sales across the US are shrinking, according to NielsenIQ, with off-premise beer, wine and spirits (excluding RTDs) all losing ground.

NielsenIQ found wine sales suffered the steepest drop (-3.5%) last year, as spirits fell (-1.1%) and beer sales dipped (-0.7%). 

However, non-alc sales are seeing growth, having reached $823m in 2024, a 27.2% increase year-on-year.

Spirits of Virtue co-founder, Roddy Nicoll, producer of non-alcoholic spirits, said: “Consumers are redefining what a drink means. It’s no longer about alcohol, it’s about experience, flavour and feeling good. The explosive growth in non-alcs proves people want premium alternatives that deliver on taste without compromise.”

Neilsen’s ‘Year in Review’ report claims the $176m spike in non-alc sales was “fuelled by moderation, wellness and Gen Z’s shifting drinking habits”.





Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.

Comment

Ben Branson

Ben Branson: Why non-alcoholic pricing is right

The pricing structure of non-alcoholic spirits has a high level of elasticity - there’s already a broad spectrum of price points which consumers are trying to navigate.

Instagram

Facebook