CoBank reports that alcohol sales are declining, but young people are drinking more zero-alcohol beverages.
The trend toward non-alcoholic beverages and their rapid growth in sales is prompting considerable innovation in the space, said Billy Roberts, food and beverage economist with CoBank.
Last year global wine consumption fell to its lowest level since 1961, according to the International Organisation of Vine and Wine.
Wine consumption in the United States declined by 5.8 per cent.
Meanwhile, virtually all alcohol beverage categories have seen competitors enter the market offering low-alcohol or non-alcoholic beverages, with beer alternatives proving most successful.
Non-alcoholic beer purchases among U.S. buying households increased by 22 per cent from December 2023 to November 2024, according to consumer research firm Circana.
Nearly half of Americans are trying to drink less alcohol in 2025, with the number markedly higher among younger generations, Roberts said.
A quarter of American adults report drinking no alcohol last year.
While alcohol is out, pot is in.
Roberts said the market for cannabis-infused beverages shows significant potential and are projected to reach $2.8 billion by 2028.
