ROCHESTER, N.Y. (WROC) — Constellation Brands, the liquor and beer production company, has released a new study that projects its beer and liquor sales could see a significant decline in the next year.
In Constellation’s report, they are estimating that alcohol sales will continue to plummet, with beer sales projected to go down by $185 million and wine and spirits sales to go down by $253 million. It appears beer and liquor sales are down for three reasons:
- A denormalization of alcohol consumption as well as a normalization of non-drinking
- More and more people are favoring cannabis use over alcohol
- A rising belief that even moderate drinking is bad for health
54% of Americans reported using alcohol in 2025, compared to 67% in 2022, meaning liquor sales are going down, and they’re projected to stay that way in 2026. But why exactly is that?
To start, there is now the denormalization of drinking. A study published by the National Library of Medicine concluded that adolescents are “drinking less and pursuing intoxication less frequently” as well as choosing to abstain from drinking, even in contexts where it would be perceived as normal, like at parties…