Gallup: Spirits Gaining Favor Among U.S. Consumers

In a survey based on phone interviews with 1,015 adults conducted July 3-27, Gallup reports that U.S. alcohol consumption is holding roughly steady at historical norms, with 62% of adults participating in the category. Within the findings, Gallup noted that consumers’ preference for spirits is rising, now at 31%, the highest register on record.

Beer continues to be the top category in terms of consumer preference at 37%, but Gallup noted that it’s “less dominant now than at points in the 1990s and early 2000s, when close to half said it was their preferred alcoholic beverage.” Meanwhile, 29% of consumers currently prefer wine, with 2023 marking the first time since 1996 that its share fell below 30%.

Gallup notes that consumer demographics play into drinks preferences. Men favor beer by a wide margin, while women are three times more likely to prefer wine. Younger consumers tilt toward beer and spirits, while older consumers prefer wine and beer. College graduates tend to opt for the wine category, while those without a college degree more often select beer. Additionally, “Those in the lower- and middle-income groups mainly choose beer as their most preferred drink, while upper-income drinkers are more evenly divided in their preferences,” Gallup found.—Daniel Marsteller

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