25th May 2026
The IWSR (International Wine and Spirits Research) has been consistently reporting a structural slowdown in global alcohol consumption growth, but it’s not a simple story of “everyone drinking less”. It’s more about how, what, and why people drink changing.
Overall alcohol volumes: flat to declining in key markets
IWSR data shows:
Developed markets (US, UK, Western Europe): long-term declines or stagnation in total alcohol volume
Growth markets (India, parts of Africa, some Asia): still growing, but not enough to offset declines elsewhere
Net result: global growth is very weak or flat in volume terms
So it’s not a universal drop everywhere, but a mature-market slowdown dominating the global picture.
Fewer drinking occasions, not just lower quantities
One of the most important findings is behavioural:
People are:
Drinking less frequently
Choosing fewer “routine” drinking occasions
Shifting from “after work drinks” to more occasional/social events
This is a frequency decline rather than just reduced consumption per session.
Health consciousness is a major driver
IWSR highlights a strong “moderation mindset”:
Younger adults (especially Gen Z and younger millennials) are more likely to:
Alternate alcohol with soft drinks
Track calories and sugar
Avoid heavy drinking culture
Alcohol is increasingly seen as something to moderate for health, sleep, fitness, and mental wellbeing
This is often described as “mindful drinking” or “less but better” consumption.
Premiumisation: people drink less, but spend more
A key paradox in the data:
Volumes are flat or falling
But value is holding up or rising
Why?
Consumers are trading up to:
Premium spirits
Craft beer
Higher-quality wine
People may drink fewer occasions, but spend more per drink
This benefits premium brands even in a shrinking volume market.
Non-alcoholic and low-alcohol drinks are rising fast
One of the fastest structural shifts:
Strong growth in low/no-alcohol beer, wine, and spirits
“Alcohol-free” is becoming a mainstream category, not niche
Particularly strong in:
UK
Germany
US urban markets
This is one of the clearest long-term changes in the industry.
Younger generations are drinking differently (not necessarily abstaining)
IWSR finds:
Gen Z is not uniformly abstaining, but:
Starting later
Drinking less heavily
More selective about occasions
Social drinking is still important, but less central than for older generations
So it’s a shift in culture, not total rejection.
At-home drinking vs on-trade shifts
Another structural change:
On-trade (bars, pubs, clubs) has been under pressure in many markets
Some drinking has moved into the home, but:
Total occasions still trend down overall
“Big nights out” are less frequent than pre-2010s norms
Long-term trend: “downward pressure, not collapse”
The key IWSR message is:
The alcohol market is not collapsing
It is evolving into a lower-volume, higher-value, more selective consumption model,
In one sentence IWSR is essentially saying:
People are drinking less often, more consciously, and in smaller quantities—but spending more on higher-quality or alcohol-free alternatives.
www.theiwsr.com/