The Changing Face of Premiumization

Dear Client: Globally, total bev alc volumes were down 1% in 2024 vs 2023, thanks to underperformance from key markets (including the US), a move away from super-premium spirits, ongoing weakness in China, and wine's continued structural decline, according to a recent report from IWSR.  In the US, total bev alc volumes were down 3% in 2024, with spirits volumes down 4% and wine volumes down 6%. Not surprisingly, RTDs (of all bases) outperformed the total category, with flat volumes