What Are the Consumer Trends Shaping the Future of Alcohol in 2026?

As the industry prepares to celebrate International Beer Day on Friday, August 7, 2026, a new report from Ipsos and IWSR commissioned by AB InBev, offers fresh insights into the evolving behaviors of legal-drinking-age consumers around the world.

The report, The Consumer Trends Shaping Adult Beverages, finds that while consumers are becoming more intentional about when, where and how they drink, alcohol continues to play an important role in social and cultural occasions. 

The research identifies key trends shaping the future of the category:

• Moderation - Consumers are seeking greater balance and control, driving growth in no- and low-alcohol options and more mindful drinking choices.
• Experience Economy - Social connection remains a primary motivation for drinking, with consumers prioritizing memorable experiences and meaningful occasions. 
• Premium & Affordability - Even amid economic pressures, consumers continue to invest in products and experiences that deliver genuine value. 
• Flavors & Convenience - Innovation, particularly in ready-to-drink beverages, is driving growth and attracting consumers seeking variety and convenience. 
• Trust & Familiarity - Established brands continue to hold an advantage as consumers look for credibility and reassurance in an increasingly complex marketplace. 

The findings also highlight the growing strength of beer and beyond beer categories, which now account for more than half of total alcohol servings globally, supported by consumer demand for convenience, affordability and flavor exploration. 

As International Beer Day celebrates beer's role in bringing people together around the world, this research underscores a simple reality: consumers' preferences may be evolving, but the desire for connection, quality experiences and trusted brands remains stronger than ever.

The study was developed by Strategy3, Ipsos' advisory and growth practice, in collaboration with IWSR and AB InBev. Ipsos Strategy3 helps organizations translate consumer understanding, cultural trends and market insights into future-focused growth strategies, enabling brands to identify emerging opportunities and make confident business decisions.

Visit the ABInBev website for more information