Despite macroeconomic headwinds, the global alcoholic drinks industry is projected to expand by US$34 billion in value over the next decade, according to new IWSR data.
While total beverage alcohol volume declined 1% globally in 2024, overall value grew by 1%, signalling a shift toward premiumisation in emerging markets. India led the charge, with a 6% increase in volume and 9% in value, driven mainly by demand for beer and whisky. Brazil saw volume rise just over 1% and value jump 5%, buoyed by interest in premium beer, ready-to-drink (RTD) products, and brandy. South Africa posted the strongest gains, with volumes up 3% and value up 10%, fuelled by the rise of RTDs, including wine-based formats.
RTDs continued global growth with a 2% uptick in volume and nearly 5% in value. Although hard seltzers are declining, other segments such as cocktails, long drinks, and hard teas are gaining ground, particularly in the US, where hard tea volumes surged by 31%.
Meanwhile, non-alcoholic beverages have cemented their position as a growth engine. Non-alcoholic beer rose 9% in volume and is set to overtake ale as the world’s second-largest beer category by volume in 2025.