Weekly Beverage Alcohol Recap | January 09, 2026

Holiday sales delivered a short-term lift, but total U.S. alcohol demand remains down ~5–6% YoY across beer, wine, and spiritsRTDs and prepared cocktails remain the clear growth engine, growing dollars despite softer volumesBeer declines continue, but super-premium, import, and non-alcoholic segments are gaining shareSpirits face mounting pressure outside of RTDs, with visible financial stress among smaller operatorsWholesaler inventories remain elevated, driving tighter SKU discipline and cautious buying into 2026Supplier distribution strategies are shifting toward regional and mid-tier partners for better executionHealth-and-wellness narratives, moderation, and substitution (NA beer, THC beverages) are now structural demand factorsWine demand is increasingly bifurcated, with growth concentrated in imports and sparkling wines