U.S. wholesalers say consumers remain selective this holiday season, focusing on quality and price as growth centers around mid-tier offerings. Spirits priced $20–$50 and wines between $15–$50 are performing best, according to Breakthru’s Kevin Roberts, who points to the enduring importance of a strong value-to-quality ratio.
Retail trends have softened through the year as consumers weigh financial pressures, though the on-premise remains resilient, particularly in spirits. RNDC’s Marc Sachs notes momentum in bars and restaurants, with guests still spending for “something special” when they go out.
Higher-end still and sparkling wines, along with emerging categories such as wine cocktails and non-alcoholic options, also point to consumers’ evolving definition of “premium.”
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