Much has been written about the acceleration of declines in beer during 2025 along with spirit ready-to-drink (RTD) growth and wine softness. In fact, Suntory and Pernod have/are establishing separate route-to-market organizations for RTD spirits. At the same time, ABI has become a major player in the space and emerging brands like Surfside are projecting more than 10 million cases for its business.
The pandemic-era spike in liquor and beer sales has fizzled out, with beer sales down nearly 6%, spirits down 5.6%, and wine down 9%. Rising prices, tighter budgets, and health concerns are driving consumers away from traditional alcoholic beverages.