Alcohol Consumption Declining World Wide Affecting Wineries
The Gallop Poll’s most recent survey found that an increasing number of Americans claim moderate drinking (one or two drinks per day) is bad for one’s health (45% of respondents). This represents a dramatic change since the early 2000s, when the percentage of respondents who said that moderate alcohol consumption was healthy versus not healthy was roughly the same. This marks a six-percentage-point increase since 2023 and a 17-point increase since the prior poll in 2018.
Gallop claims young adults (Ages 18-34) are more likely to say alcohol presents health risks, and their alcohol consumption has dropped significantly in recent years. Similar percentages of each age group, between 21% and 23%, say stopping drinking is the best advice for a moderate drinker
About six in 10 U.S. adults, 58%, now say they have occasion to drink alcoholic beverages, slightly below the historical trend of 63% in Gallup polls dating back to 1939.
Data suggest that this recent decline is largely due to young people drinking less; the under-35 cohort’s alcohol consumption has plummeted, even as the over-55 cohort’s drinking has ticked upward.
GALLOP POLL RESULTS:
Alcohol Consumption by Age Group over the Past Two Decades
| % Who Do Consume Alcohol | 2001-2003 | 2021-2024 |
|---|---|---|
| 18-34 years old | 72% | 59% |
| 35-54 years old | 67% | 69% |
| 55+ years old | 49% | 58% |
Alcoholic Beverage Type Preferences by Age Group
| Which do you drink most often? | 18-34 years old | 35-54 years old | 55+ years old |
|---|---|---|---|
| Beer | 42% | 35% | 33% |
| Wine | 20% | 30% | 38% |
| Liquor | 36% | 33% | 24% |
The US spirits market— market for liquor— declined by 2% in 2023, which marked the first time it has declined in almost 30 years.
As far as the other major categories in 2024, beer volume sales declined 1% while wine sales declined steeply at 4%, indicating part of a long term trend in the industry.
According to Forbes.com, Most major wine countries experienced a very difficult year in 2023, since the world wine production declined by 10% .
