Serina Aswani

IWSR data shows that many wine markets are becoming more reliant on drinkers aged 55 and above. While younger LDA consumers are still being recruited into the wine category, the frequency of consumption is on a downward trend in many markets. For example, in Australia, the proportion of LDA consumers up to the age of 24 who reported consuming wine at least monthly halved between 2010 and 2023, according to IWSR consumer research.

Beer’s nationwide volume fall of -3.6% (Jan to Aug 2024 vs 2023) is reflected in a fairly consistent picture across the US, with almost all states in decline. Performance within the biggest beer markets was mixed, with some declining below the national average of -3.6% such as Florida, Texas and New York, while others fared worse, such as California, Ohio and Georgia. Indiana was the only state in the US that saw any growth in ’24 (+0.5% Jan-Aug vs. prior year).