Declines continue in US alcohol – but analyzing the market at a state level throws up opportunities

The US beverage alcohol market continued to shrink in the first seven months of 2024, with volumes declining more than expected. The IWSR has compiled state-by-state data for the beverage alcohol market over the last five years and put it into its new US Navigator platform. Following the -2.6% decline in US total beverage alcohol (TBA) volumes recorded in 2023, IWSR forecasts had predicted a slight narrowing in 2024, with losses expected to moderate to -1.9%. However, total beverage alcohol volumes fell by -2.8% in the first seven months of the year. All major categories except RTDs (volumes +2%) shrank (January - July 2024): with beer volumes falling -3.5%, spirits down -3% and wine declining by -4%. However, a more nuanced picture emerges at the state level. A good example is New York, where spirits volumes only fell -1.5%. That’s compared to -3% for the US as a whole. And while RTDs grew on a nationwide level, they actually fell -6.5% in New York. That’s likely because New ...