PPB August 2021

by Audrey Sellers Wi ne And Sp i r i t s The Boom In Booze I f you found yourself pouring a nice glass of pinot or mixing up a margarita during the pandemic, you were in good company. Americans are consuming more alcohol now than before Prohibition was enacted in 1920. The Los Angeles Times reports that just before Prohibition, each American adult drank an average of just under two gallons of alcohol annually. Today, federal calculations estimate that each person consumes 2.3 gallons a year on average. This equates to about 500 drinks per person, per year—or around nine drinks per week. Alcohol sales skyrocketed in 2020, with online alcohol sales alone up triple digits from 2019, according to Nielsen. Alcohol consumption spiked especially among women, who consumed 41-percent more alcohol compared to pre-pandemic levels, according to a RAND Corporation study. Consumers aren’t just drinking more— they’re also splashing out on higher-end beverages. According to the Distilled Spirits Council, spirits costing more than $40 per 750 milliliters (the most common liquor bottle size) accounted for 40 percent of the U.S. spirit industry’s growth last year. U.S. distillers’ revenue surged 7.7 percent in 2020 to $31.2 billion—the fastest growth and highest sales in four decades. As the pandemic gradually retreats in the U.S., alcohol sales are slowing slightly, but numbers are still higher than in 2019. According to Nielsen, retail sales of wine, beer and spirits are approximately 20 to 30 percent higher now compared to the same time period in 2019. Alcohol sales shot up during the pandemic. Here’s how promotional products distributors can help wineries, bars and spirits brands keep the good times flowing. 36 | AUGUST 2021 | GROW