In moving beyond the pandemic and celebrating in-person experiences , nightlife has been increasing across the U . S .

– Thomas Paulson with Placer . AI

As the pandemic surge slowly comes off its high and sales are rebounding to pre-pandemic levels , the market is shifting once again to see certain beverage alcohol categories skyrocket in popularity with the change in consumer behavior and consumption .

In recent years , we ’ ve seen a substantial amount of growth and development in celebrity-backed brands , the no- and low-alcohol category , and the untamed rise of ready-to-drink beverages . In 2023 , the beverage alcohol industry continued to capitalize on these trends , especially the RTD category .

While there are some easy predictions we can make about what the industry can expect in 2024 , Beverage Wholesaler went right to the experts . Between the younger generations preferring better-for-you-beverages , tequila ’ s popularity still roaring , wine sales continuing to decrease and luxury spirits taking a back seat , there ’ s a considerable amount of factors that are shaping the course of alcohol consumption .

Here ’ s what you can look forward to in the year ahead :

Socialized Outings Are Driving Spirits Sales

Now that consumers are no longer staying holed up in their homes for weeks on end , social settings are causing them to spend money on alcohol beverages both on- and off-premise .

“ When you think of somebody sharing a cocktail in a moment , it is an occasion — a social approach ,” says Ray Lombard , Executive Vice President , Supplier Management & Business Development for Southern Glazer ’ s Wine & Spirits . “ Business travel is back . In-person meetings are back . Everything that brings the social aspect into the beverage alcohol industry is back .”

Thomas Paulson with Placer . AI be- www . beveragewholesaler . com Spring 2024 • Bevearge Wholesaler 5