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Executive Vice President, Alcoholic Beverages at Circana

Beverage alcohol consumption has undergone significant changes in recent years, influenced heavily by the pandemic and evolving preferences of younger consumers aged 21 and older. I joined Joan Holleran Driggs for an episode of Circana’s Growth Insights podcast to explore these shifts and offer insights into what we can expect for 2024 and beyond. Here are the key takeaways: 🍺 Traditionally, adults aged 21+ started with beer or wine. Now, many young adults are beginning with ready-to-drink (RTD) beverages, particularly spirits-based options. 📉 Despite a plethora of choices, overall beverage alcohol consumption is softening across generations. However, premium beverages are still experiencing growth. 🥤 The appeal of RTD beverage alcohol among younger consumers is largely due to innovative packaging, including on-the-go options like ball form, slim cans, and aseptic packaging. 🥃 Whiskey, tequila, spirits-based RTDs, and imported beer from Mexico continue to drive the beverage alcohol market. Listen to the full episode here: https://lnkd.in/gqRdf9Xd #Circana #BeverageAlcohol #RTD #GenerationalTrends #PremiumBeverages #CircanaGrowthInsights

Beverage Alcohol Consumption Reveals a Generational Divide

Beverage Alcohol Consumption Reveals a Generational Divide

https://www.circana.com

Fascinating insights into the evolving beverage alcohol market trends. 🍹 Excited to see what the future holds. 🚀

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