Moderation is becoming a steady habit, rather than a seasonal or January-only reset.
Alcohol consumption continues to decline across key age groups, and more consumers are choosing no/low options throughout the year. What began as a spike driven only by Dry January is now supported by recurring seasonal demand, premium trade-ups, and sustained interest in value.
Our 2026 NoLo Trends Report explores 3 trends influencing category growth and what they mean for planning in the year ahead.