Beverage Alcohol Sees Largest Volume Growth in Two Decades
Total beverage alcohol consumption in the U.S. increased by 2% in 2020, marking the largest volume gain since 2002, according to new findings by IWSR Drinks Market Analysis. The year-to-date performance for 2021 is also higher than 2019 and expected to end at 3.8% volume growth.
Spirits saw a volume growth of 4.6%—the category’s largest increase since 1990—while RTDs grew by 62.3% in 2020. The report found that overall growth was driven by several factors including convenience, the rise in at-home drinking, and an increasing demand for flavored options.
“Flavored subcategories – from beer to vodka to U.S. whiskey – are significantly outperforming traditional non-flavored sub-categories.” said Brandy Rand, IWSR’s chief operating officer of the Americas. “Flavor is also the top consumer driver of the fast-growing ready-to-drink category, and that’s likely creating a halo effect on total alcohol as well.”
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