1、 REPORT The U.S.Alcoholic Beverage Market in 2024:Navigating Headwinds of Moderation and Economic Pressure Publication date:June 19,2025 Executive Summary The United States alcoholic beverage market in 2024 presented a landscape of profound contradiction and structural realignment.While headline?gur

2、es point to a market that grew in total value to an estimated$543.13 billion,this top-line number masks a signi?cant and concerning decline in total consumption volume,which fell between 1.8%and 3.0%across various metrics.1 This divergence between rising value and falling volume is the central story

3、 of 2024,a dynamic propelled by a complex interplay of evolving premiumization strategies,persistent economic pressures on consumers,and a powerful,cross-generational shi?towards health,wellness,and mindful drinking.The performance across the three primary beverage categories was markedly divergent.

4、The spirits sector,while maintaining its market share leadership at 42.2%,experienced its?rst revenue decline in nearly three decades,with supplier sales slipping 1.1%to$37.2 billion.Growth within spirits was con?ned almost exclusively to the dynamic Tequila/Mezcal(+2.9%)and the explosive Ready-to-D

5、rink(RTD)cocktails(+16.5%)segments.Foundational categories that have long served as the industrys bedrock,including American Whiskey and Vodka,faltered under the weight of shi?ing consumer preferences.The wine category faced the most severe headwinds,with o?-premise sales value dropping 3.5%and volu

6、me contracting by 5.3%.2 The Direct-to-Consumer(DTC)channel,a critical and high-margin lifeline for many wineries,su?ered a historic downturn;its value fell 5%to$3.94 billion as shipment volume plummeted by a staggering 10%.The beer category saw its total volume decline by 1.8%,a contraction driven