Industry Insights: Top Trends in Alcoholic Beverages 2026

This report explores how the market for alcoholic beverages is being shaped by smarter choices, not less drinking.

In the market for alcoholic beverages, consumers are most influenced by how well products balance enjoyment, health, sustainability, and value, so drinking feels rewarding without regret.

Scope

• Functional cues borrowed from wellness culture are reshaping how and when alcohol fits into consumers' lives.
• Consumers are redefining moderation as flexibility rather than abstinence.
• Premiumization persists as shoppers become more selective and discerning.
• Global palates are reshaping what familiar alcohol categories look and taste like.
• Consumers increasingly value sustainability that fits seamlessly into everyday alcoholic beverage choices.

Reasons to Buy

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.