Young Americans turn away from wine as beer and spirits gain popularity

A recent survey by Wine Opinions, a leading research firm, has revealed significant changes in alcohol consumption habits among young Americans. The study, which included 1,215 participants aged 21 to 39, found that wine is losing ground to beer and spirits among younger consumers. This shift comes as U.S. wine sales dropped by 6% in 2024, and a Gallup poll showed that only 59% of people aged 21 to 35 now drink alcohol, compared to 72% in 2001.

The survey, titled "Trends Among Beverage Alcohol Consumers in Ages 21-39," found that beer is the most popular alcoholic beverage for this age group. Forty-three percent of respondents chose beer as their preferred drink, while only 24% selected spirits and just 19% picked wine. Nearly half of those who reported drinking less wine over the past two years said they simply preferred beer or spirits. Others pointed to the rising cost of wine or a general reduction in their overall alcohol consumption.

Price was a major concern for regular wine drinkers who have cut back. Almost half of these respondents (47%) cited rising prices as the main reason for drinking less wine. The survey also found gender differences: men were more likely than women to mention price and taste preferences for other types of alcohol, while women more often said they were reducing their overall alcohol intake.

Alternative beverages are also playing a role in this trend. More than a third of participants, mostly women, said that occasionally choosing canned alcoholic drinks contributed to drinking less wine. Younger respondents, especially those aged 21 to 29, were more likely than those aged 30 to 39 to say they had lost their taste for wine or were turning to THC or CBD-infused beverages instead.

The frequency of wine consumption also varies by age. People aged 30 to 39 are more likely to drink wine regularly, while those in the 21-29 group are more likely to drink it infrequently or not at all. Thirty-eight percent of younger respondents said they rarely or never drink wine, compared to just 17% for beer and 28% for spirits.

Perceived value is another issue for wine among young consumers. When asked about value for money, respondents rated beer highest, followed by spirits, with wine coming in last. Among those who never drink wine, two-thirds said its bitter flavor was the main reason. Others felt that wines they had tried were overpriced, not refreshing enough, or lacked the sweet and fruity qualities they prefer. Half of former wine drinkers said they had simply lost their taste for it.

Social settings also influence drinking choices. Nearly four in ten infrequent wine drinkers said they would choose beer or spirits over wine at social events if given the option. Wine was the least likely choice for after-work drinks, with many saying they only drank it when others around them were doing so.

The findings from Wine Opinions highlight several factors behind the decline in wine consumption among young Americans: changing tastes, price sensitivity, competition from alternative beverages like ready-to-drink cocktails and cannabis-infused drinks, and shifting social habits. As these trends continue, the U.S. wine industry faces new challenges in appealing to the next generation of consumers.