Strategic Sips

While headlines across the alcoholic beverage industry—especially wine—often paint a picture of one in crisis, the data can sometimes tell you a more nuanced story, like this little gem. Drinking habits remain remarkably consistent over time, as this eye-opening Gallup polling shows:

For nearly a century (!), approximately 60 percent of alcohol consumers have maintained their frequent drinking habits. This stability is seemingly backed up by a Gallup survey from August 2024, which found that 61% of drinkers had consumed alcohol within the past week.

And get this, from the same August 2024 article: “On average, U.S. drinkers report that they had four drinks in the past week, which matches the trend average since 1996.”

So, where’s this all heading? Who knows! Yes, drinking preferences are shifting. Younger adults are cutting back (especially on wine!), and maybe Boomers are keeping these numbers afloat with their consistent consumption habits. But the big picture may just show our drinking routines have serious staying power.