The dominant theme in the liquor industry is the growing moderation trend and health concerns among American consumers.
- Declining Alcohol Consumption: Only 54% of U.S. adults now report drinking alcohol, the lowest share in nearly 90 years of polling, with more Americans confronting the health risks of even moderate drinking.
- Boom in No- and Low-Alcohol (N/A) Beverages: This "Era of 'Self-Prohibition'" has fueled a significant N/A market, with sales surging 26% in the U.S. New products include Amaretto Adriatico Zero and a non-alcoholic beer partnership with Charlie Sheen (Wild AF). Germany is also noted as a pioneer in alcohol-free wine.
- Wine Industry Updates:
- The wine market is facing challenges, with discussion on when it will "turn around."
- New research is looking for solutions to make buying wine more approachable for U.S. shoppers.
- A Georgian qvevri wine and a Burgundian Chardonnay were highlights of the 2025 IWSC results.
- There was a report of thieves stripping over 8,000 square meters of Riesling and Sauvignon Blanc grapes from German vineyards.
- Oregon is gaining attention for producing high-quality, affordable sparkling wines.
- Spirits and Beer:
- New Products: Releases include Sazerac's 1792 Cognac Cask Finish Bourbon, Belvedere's Dirty Brew coffee-infused vodka, Sagamore Spirit’s oldest rye whiskey (a 10-year-old), and Wild Turkey’s final Master's Keep Beacon bourbon.
- Diageo temporarily halted whiskey production at its Balcones and George Dickel distilleries.
- Beer is reportedly losing its grasp on football season sales, though Michelob Ultra has become the top-selling beer in America.
- Trade: U.S. tariffs were reported to be costing the Scotch whisky industry £20 million a month.