The survey of more than 32,000 people across the 15 largest alcohol markets found that drinkers consumed 3.9 drinks at each occasion, down from 4.4 drinks in 2024 and 2025.
“The moderation trend increasingly appears to be driven by lifestyle choices, resulting in a structural rather than cyclical change,” Lodewijks said.
While declines were in part due to continued economic uncertainty, alcohol consumption was not keeping pace in regions where incomes are rising, in a further sign the industry’s woes are structural.
The survey found that boomers drank the fewest number of drinks on the fewest occasions, at just 2.6 drinks.
Lodewijks said it was typical for consumers to drink less in their 60s and 70s, but that the results showed bigger than expected drops across all metrics.
