Southern Glazer’s Report Highlights Shift to Alternative Alcohol Formats in US
What happened
Southern Glazer’s released a report analyzing US growth opportunities using its proprietary transaction data alongside insights from NIQ and Numerator. The report found that traditional wine sales are struggling, but double-digit growth is emerging in alternative formats, RTDs, and occasion-led drinking. Southern Glazer’s noted that consumers are becoming more intentional about when and why they drink, with reduced frequency replacing complete abstinence.
Why it matters
The findings suggest a major shift in consumer behavior within the US alcohol market. While traditional wine faces pressure, the growth in RTDs and alternative formats indicates changing demand patterns. This trend requires beverage brands to adapt their product offerings and marketing strategies to meet consumer intentions.
Who's involved
- NIQMarketing research firm whose third-party insights were used in the report
Who could feel it
Possible knock-on effectsThese are possibilities Brind reasoned out, not predictions, and not advice. Most are not stated in any report.
- KrogerSpeculative
Kroger might need to adjust private label strategies to meet the growing demand for alternative alcohol formats.