The Global Booze Market Shrank For The First Time In 10 Years

Image courtesy of Fire At Will [Photography]

In an about-face from the previous 10 years, the world collectively put down its pints, shots, cocktails, and wine glasses in 2015, with a 0.7% drop in the global booze market.

That translates to a loss of 1.7 billion liters or 449 million gallons of alcoholic drinks since 2014, according to research by Euromonitor International (h/t Bloomberg).

Not everyone was shirking the bars of the world: Western Europe and Australasia drinkers stayed level, while North Americans drank 2.3% more than they did in 2014.

What’s been most popular, when people are wetting their whistles?

“Premium English gin, Irish and Japanese whiskey, dark and non-alcoholic beer are the flag bearers of growth and it is no coincidence that those also happen to be the segments gaining further momentum with the ever important millennial demographic in mature western markets,” noted Spiros Malandrakis, Senior Alcoholic Drinks Analyst.

Tequila and bourbon also “remained solid,” while cognac saw some positive growth. Rum and vodka are in the doghouse right now, as the worst performers.

Things look dire in the future, as well.

“While initial forecasts suggest a gradual recovery from 2016, performance will remain substandard compared to historical trajectories,” Malandrakis warns. “It is not the industry’s vision that is impaired but rather the horizon that can be treacherous.”

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