Weekly Beverage Alcohol Recap | January 09, 2026
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Weekly Beverage Alcohol Recap | January 09, 2026
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Holiday sales delivered a short-term lift, but total U.S. alcohol demand remains down ~5–6% YoY across beer, wine, and spirits
RTDs and prepared cocktails remain the clear growth engine, growing dollars despite softer volumes
Beer declines continue, but super-premium, import, and non-alcoholic segments are gaining share
Spirits face mounting pressure outside of RTDs, with visible financial stress among smaller operators
Wholesaler inventories remain elevated, driving tighter SKU discipline and cautious buying into 2026
Supplier distribution strategies are shifting toward regional and mid-tier partners for better execution
Health-and-wellness narratives, moderation, and substitution (NA beer, THC beverages) are now structural demand factors
Wine demand is increasingly bifurcated, with growth concentrated in imports and sparkling wines
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