Global alcohol consumption declines for third consecutive year

Global sales volumes for alcohol have seen a continuous decline, according to a June 2026 analysis by International Wine and Spirit Research (IWSR). In 2025, global wine sales fell by 5 percent, beer by 2 percent, and spirits by 3 percent. Conversely, the volume of non-alcoholic beer grew by 8 percent.

While Gen Z is often credited with driving the trend toward abstinence, data from a Bevtrac consumer survey suggests the decline affects all generations. Alcohol consumption rates among adults in Gen Z across 15 markets reached 74 percent, compared to 81 percent for Millennials, 77 percent for Gen X, and 71 percent for Baby Boomers.

Key drivers for the reduced consumption include rising prices, which was cited by over one-third of those drinking less, and increased awareness regarding health impacts. Social media and podcasts have contributed to spreading information about the carcinogenic nature of alcohol and its negative effects on sleep quality and bodily regeneration. Additionally, the World Health Organization has maintained that there is no safe amount of alcohol consumption.