Alcoholic Beverages

Recent market shifts have significantly changed what consumers drink and why. Understanding this evolution and its future implications is essential for retailers and manufacturers who want to win their share of sip.

We provide beverage and alcohol clients expansive retailer POS data assets and wet/dry enhanced projection methodology.

We harmonize this data with NABCA depletions data, all within our industry-leading platform, Unify+™, for a seamless experience.

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It all starts with

Alcoholic Beverage Industry Experts

Boris Oglesby

Executive Vice President, Practice Leader Alcoholic Beverages and Tobacco

Expert Bio

“The alcoholic beverage industry continues to respond to the growing consumer demand for better-for-you options, with more low- and no-alcohol products gaining traction."

Drive Alcoholic Beverage Strategy with Precision Data

Circana’s insights go beyond the surface, giving you the tools to make smarter, data-driven decisions. Here’s how we help:

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INDUSTRY RANKING

Data Spotlight

Top Alcoholic Beverage Categories Hold Steady; Notable Sales Shifts in Select

Segments

The top three categories by dollar sales remain Lager, Red Still, and White Still, with no changes in ranking versus the prior period.

Sweet Liqueurs (+5.2%) posted the largest percent sales increase, while Assorted Beer (-7.5%) and Sour (-8.0%) saw the steepest declines. Vodka and Rum each moved up one rank, while Pilsner and Assorted Beer dropped one and two ranks, respectively.

Source: Circana, Liquid AI™,

October, 2025

Data Source:

Point of Sale (POS) Data

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Industry Ranking

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How to Shift Demand Forecasting Based on Pricing and Promotion Strategies

8 Jan 2026

Insights in Action

How to Shift Demand Forecasting Based on Pricing and Promotion Strategies

Price changes and promotions certainly move the needle on sales for retailers and manufacturers, but such strategies impact the supply chain in various ways. To navigate shifts in demand and supply and avoid issues like inventory imbalances, stakeholders can take a strategic approach to data utilization.

Industry Posts

Featured Solutions for Alcoholic Beverage Brands

Circana offers tailored solutions for every corner of the alcoholic beverage industry, helping brands stay ahead in a competitive market.

Channel Performance

From e-commerce to brick-and-mortar, we show you where your products perform best and how to optimize your assortment for each channel.

Pricing and Promotions

We analyze how discounts and pricing strategies impact sales, ensuring you maximize revenue without eroding brand value.

Concept Testing

Before launching a new product, we help you gauge consumer interest and refine your offering. For instance, is your new serum’s hero ingredient resonating with your target audience?

With Circana, you get the clarity you need to make confident, growth-driven decisions.