Early evening socializing drives global surge in lighter alcoholic beverages and sparkling wines

Across major international markets, the early evening has become a prime time for beverage alcohol consumption, with consumers gravitating toward low-key, informal gatherings and lighter drinks. This shift is driving growth in categories such as spirit aperitifs, premium light aperitifs, and sparkling wines like Prosecco. Data from IWSR, a leading authority on beverage alcohol trends, shows that happy hours and pre-dinner drinks are gaining traction in countries including the United States, United Kingdom, Germany, and Spain.

The trend is rooted in changing consumer preferences. Many drinkers are moving away from after-dinner drinks like fortified wines and Cognac, which have seen declining sales. Instead, the pre-dinner moment—often marked by a spritz or similar cocktail—remains popular. The spritz, typically made with a spirit aperitif and sparkling wine such as Prosecco, has seen a notable boost in popularity. This has benefited not only the brands used in these cocktails but also the sparkling wine category itself.

In the United States, spirit aperitifs are experiencing steady growth thanks to the rise of early-evening happy hours and the popularity of lower-alcohol cocktails. Prosecco continues to lead the sparkling wine market, breaking volume records year after year. The introduction of rosé Prosecco has further engaged consumers, now accounting for about 10% of production. According to IWSR data, Italian sparkling wine volumes in the U.S. grew at a compound annual growth rate (CAGR) of 5% between 2018 and 2023 and are projected to grow at 4% annually through 2028.

Economic factors also play a role in Prosecco’s success. Its accessible price point attracts consumers who might otherwise choose Champagne during more prosperous times. Meanwhile, premium-priced bitters and spirit aperitifs have surged in the U.S., with an 18% CAGR from 2018 to 2023 and forecasts suggesting even faster growth through 2028.

Premium-plus light aperitifs are another area of expansion in the U.S., well-suited for spontaneous early-evening occasions. With alcohol by volume (ABV) typically between 15% and 22%, these drinks can be served simply over ice or as part of cocktails like the white Negroni or Vesper. Their visual appeal also makes them popular on social media platforms. Premium light aperitifs grew at a CAGR of 4% from 2018 to 2023, while super-premium versions saw a 7% CAGR over the same period.

In Spain, there is a clear move from high-energy nightlife toward more relaxed daytime and evening gatherings. Consumers are increasingly choosing beer, wine, tinto de verano (a red wine cocktail), and spritzes over traditional spirits. As a result, bitters and spirit aperitifs expanded at an 8% CAGR between 2018 and 2023, with further growth expected through 2028 at a rate of 5%. The Spanish market is now driven by moments like aperitivo (pre-meal drinks), sobremesa (post-meal relaxation), after-work meetups, and tardeo (late afternoon/early evening socializing). This shift supports premiumization across beverage categories.

Germany remains the world’s largest sparkling wine market. Here, Prosecco has helped create new drinking occasions through the spritz trend, which has also boosted spirit aperitif volumes. Bitters and spirit aperitifs grew at a CAGR of 3% from 2018 to 2023; premium-priced products saw even stronger growth at 12%. However, competition from wine-based aperitifs, liqueurs, and ready-to-drink beverages is expected to slow future growth in this category. The evolving spritz trend is opening opportunities for other products like limoncello and various liqueurs to join the early evening occasion.

In the United Kingdom, there is a gradual shift away from late-night shot consumption toward more sophisticated early-evening drinking experiences. Cocktails remain popular, supporting growth in both liqueurs and spirit aperitifs. The spritz occasion aligns with lighter all-day drinking habits and has been key to expanding the sparkling wine category beyond special events or celebrations. IWSR data shows bitters and spirit aperitifs grew at a CAGR of 5% between 2018 and 2023 in the UK; liqueurs followed closely with a CAGR of 4%.

The global embrace of early evening socializing is reshaping beverage alcohol markets by favoring lighter drinks that suit casual gatherings. This trend continues to create opportunities for innovation across categories as brands respond to evolving consumer habits around pre-dinner occasions.