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Boomers are the only generation cutting back on every front: fewer of them drinking, drinking less often, and fewer drinks per occasion. That's one of the latest findings from IWSR Bevtrac, our consumer research programme tracking how and why people drink across 19 markets worldwide. At the other end of the age spectrum, Gen Z participation is rising, with cocktails, RTDs and no-alcohol options leading the way. ▶️ Watch the video to see what Bevtrac can do, then unlock the full analysis 👇

Which generation is driving drinks consumption down, and which is stepping up? IWSR data shows beverage alcohol volumes across the top 15 markets fell 3% in 2025. IWSR Bevtrac, our consumer research across 19 markets, reveals the behaviour behind that number – and where the green shoots are. From Boomers' embedded moderation to Gen Z's growing interest in cocktails, RTDs and no-alcohol, the answers are in the data. ▶️ See Bevtrac in action, then discover the insights 👇

RTDs are now worth more than vodka globally. While almost every other major beverage alcohol category declined in 2025, RTDs grew volumes by +3%. For spirits brands, the opportunity is real, but so is the complexity. Success in RTDs isn't just about putting your spirit in a can. It requires clear thinking on occasion, consumer, format, price point, and route to market — and treating the RTD drinker on their own terms, not as a stepping stone to something else. Our latest insight breaks down what spirits companies need to get right. Swipe through for the headlines, then read the full article via the link below. 👇 https://lnkd.in/eYm3eBUb #RTDs #BeverageAlcohol #Spirits #IWSR #DrinksTrends

RTDs are now worth more globally than vodka. While most major beverage alcohol categories saw volume declines in 2025, RTDs grew by +3%. But capturing this momentum requires more than just canning a signature spirit. The brands winning today are designing specifically for the RTD consumer—aligning format, price point, and occasion to treat them as a destination audience, not a gateway drinker. Swipe through for the key strategy headlines, then read our full breakdown below. 👇 https://lnkd.in/eYm3eBUb #RTDs #BeverageAlcohol #Spirits #IWSR #DrinksTrends

Putting your spirit in a can is no longer a guaranteed strategy for RTD success. While RTDs outpaced vodka in global value and grew +3% in volume in 2025, navigating the category's growth brings real execution complexity. Winning requires sharp thinking across five key pillars: occasion, consumer, format, price point, and route to market. Check out the carousel for the core takeaways, then click the link to read the full article. 👇 https://lnkd.in/eYm3eBUb #RTDs #BeverageAlcohol #Spirits #IWSR #DrinksTrends

Which markets, categories, and channels does your business need to play in to grow? Where are your competitors gaining share and where is there room to win? The IWSR Global Database gives you granular market intelligence that answers the questions that matter, backed by 50+ years of proprietary beverage alcohol data. Plus, our full product suite goes further, forecasting where markets & categories are headed and tracking the consumer trends and innovations shaping the industry. See why the industry's biggest players rely on the Global Database to make key strategic decisions.