Read the full report Alcoholic Beverage Occasions in the US & Canada

Decemeber 4, 2025 – There are similarities across categories in how and why consumers drink alcohol, making the competition fierce, and declining use overall puts additional pressure on brands. About two-thirds of consumers are holding steady with their consumption, while others are scaling back or stopping entirely.

Brand extensions that include low and no alcohol options significantly broaden the landscape for potential opportunities within the beverage industry. By introducing these alternatives, brands create an array of occasions where their products become not only relevant but also accessible to a wider audience. This strategic move caters to the growing demand for healthier lifestyle choices, as well as the increasing preference for moderation in consumption.

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