Global alcohol consumption is projected to decline by 2035, with traditional markets like Europe, North America, and China leading the reduction, according to forecasts by the IWSR, a global alcohol market research firm. The IWSR's report, which covers 160 markets over a decade, predicts a continued decline in alcohol consumption volumes, with total volumes expected to be 1% below 2025 levels by 2035.

Between 2024 and 2025, consumption of spirits, beer, and wine fell by 2%, marking the start of this downward trend. The IWSR anticipates that this pattern will persist beyond 2031, driven by reduced spending in traditional markets. "In 2035, the market field will be entirely different," stated Marten Lodewijks, President of IWSR.

Despite a 9% growth in the global legal drinking age population by 2035, annual pure alcohol consumption per capita is expected to drop by 0.5 liters, equivalent to about two bottles of spirits each year. Notably, China and the United States are forecast to experience nearly a 20% decrease in consumption volumes by 2035. Germany is projected to see a 14% reduction, while the United Kingdom and Japan are expected to face 13% and 15% declines, respectively.

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Meanwhile, several emerging markets are set to see strong growth in alcohol consumption. India, in particular, is anticipated to become a significant driver of alcohol demand, with annual servings projected to increase by 38% from 2025 to 2035. Other markets, such as Mexico, Vietnam, and Colombia, are also expected to see increases in annual servings by 13%, 15%, and 26%, respectively.

Global wine consumption is forecast to decline by 14% between 2025 and 2035, while spirits are expected to decrease by 2%, and beer by approximately 1%. However, ready-to-drink (RTD) beverages are bucking the trend, with a projected growth of 17% globally. In 2025, RTD consumption reached 1 billion 9-liter cases for the first time, a milestone indicating the category's expanding popularity. "There are no signs this trend would diminish soon," remarked Luke Tegner, IWSR's Head of Consulting.

As the alcohol market undergoes these shifts, the dynamics between traditional and emerging markets highlight a changing global field. While established markets contract, emerging economies are poised to shape future consumption patterns.