The Top Five Beverage Alcohol Trends for 2024:

1. Beer Category, Especially Lager, Shows Growth:

   • Beer remains the top choice for survey respondents, with 68% planning to purchase it in 2024.
   • This marks a potential reversal of a five-year trend where beer's share had been declining on Corkscrew Johnnys.
   • Notably, hard seltzer's popularity is on the decline, down from 37% to 34% in anticipated purchases.
   • Light lager, in particular, is gaining traction, with 43% expressing plans to consume it in the coming year.

2. Premium Tequila Continues to Rise:

   • Tequila, a fast-growing category, sees a shift toward more premium styles, with reposado gaining share over silver/blanco.
   • 19% of respondents planning to purchase tequila in 2024 expect to spend $200 or more per bottle.
   • Sipping tequila as opposed to using it in cocktails is a key trend, with more consumers seeking high-end options.

3. Consumers Eager to Try New RTD Cocktails:

   • Ready-to-drink (RTD) cocktails are gaining popularity, with 34% of survey participants expressing intent to buy them in 2024.
   • The category sees a surge in producers, up 47% in the past year, offering a diverse range of options.
   • Factors influencing consumers to try new RTD brands include a favorite cocktail type, curiosity, recommendations, price, and brand familiarity.

4. Non-Alcoholic Drinks in High Demand:

   • The non-alcoholic (NA) drinks trend continues its growth, with a 62% increase in 2023.
   • 63% of respondents plan to try zero-proof beverages in 2024, and a third specifically aim to consume mocktails.
   • The non-alcoholic spirits category shows remarkable growth, up 167% in 2023 compared to 2022.

5. Inflation's Impact Softens:

   • Despite rising costs, 40% of surveyed individuals do not plan to change their drinks-buying behaviors in 2024 due to inflation.
   • Only 19% anticipate buying less alcohol overall in response to inflation, reflecting a slight increase in consumer inclination to seek deals.

These trends indicate a dynamic landscape where consumer preferences shift towards diverse and premium options, with non-alcoholic alternatives gaining substantial traction. While inflation poses challenges, consumers remain resilient in their commitment to enjoying a variety of beverages in the coming year.