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The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'

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Trump pulls back after Iran crosses his red line as U.S. military breaks two-week streak of airstrikes amid talks for potential Hormuz deal

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College-educated women are snapping up the highest-earning men without college degrees, leaving the rest further behind
Alcohol

Americans Drank 7.9 Billion Gallons of Booze Last Year

By
Chris Morris
Chris Morris
Former Contributing Writer
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By
Chris Morris
Chris Morris
Former Contributing Writer
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January 17, 2019, 10:58 AM ET
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Cheers, America!

A new report from IWSR, a leading source of data on the alcoholic beverage market, finds that people in the United States drank 3.345 billion 9-liter cases of alcohol in 2018. That works out to 7,952,899,636 gallons—or, if it’s easier to visualize, about 160 million bathtubs full.

That might sound like a lot, but it’s actually less than the previous two years. Total alcohol volume in America fell 0.8% last year after a 0.7% decline in 2016, both largely due to weakening beer sales, according to preliminary figures in the just released IWSR U.S. Beverage Alcohol Review.

While interest in craft beer continues to be strong (showing a 4.7% rise in 2018), the overall market has slipped as Americans lose their interest in big beer brands like Budweiser.

Despite that, beer still represents 78.3% of U.S. alcohol sales.

Spirits had a good year, though, showing an overall 1.9% increase. Standouts in that broad category included mezcal (up an impressive 32.4%), tequila (up 8.5%) and whisky (gaining 4.1%).

Wine continued to grow as well, albeit just slightly, for the 24th consecutive year. There are currently 13,000 wineries around the country, an increase of 1,000 in the past year. (Prosecco was the style that showed the biggest gains last year.)

“We’ve also seen for some time now that consumers aren’t necessarily loyal to just one category, which leads to less volume for individual brands,” said Brandy Rand, IWSR’s U.S. President and global Chief Marketing Officer. “Also, the aging baby boomer population, the largest group of legal drinking age consumers, is contributing to slowed growth as well.”

About the Author
By Chris MorrisFormer Contributing Writer

Chris Morris is a former contributing writer at Fortune, covering everything from general business news to the video game and theme park industries.

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