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美国的清醒革命继续进行：尼尔森IQ数据图表显示酒精销量持续下降。
America's Sober Revolution Marches On: NielsenIQ Data Charts Continued Decline In Alcohol Sales

原始链接: https://www.zerohedge.com/markets/americas-sober-revolution-marches-nielseniq-charts-continued-decline-alcohol-sales

高盛最近的一份报告证实了美国正在进行的“清醒革命”，数据显示截至9月20日的两周内，酒精饮料总销量下降了3.9%，延续了销量下降的趋势。销量下降了3.0%，只有烈酒和苹果酒避免了萎缩。 啤酒销量下降了3.8%，其中百威淡啤下降了8.9%，并失去了市场份额，而米歇乐 ULTRA 则有所增长。风味麦芽饮料（FMB）和硬苏打水也出现了显著下降，特别是扭曲茶（-12.8%）和真我（-13.6%）。 然而，即饮鸡尾酒（RTD）继续蓬勃发展，烈酒类产品增长了23.1%，葡萄酒类产品增长了28.5%。这一转变与盖洛普民意调查的结果相符，该调查表明大多数美国人现在认为即使是适度饮酒也存在危害，以及Z世代的饮酒习惯正在发生变化。百威淡啤的困境与今年早些时候的一场营销争议有关。

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原文

Reaffirming that the sober revolution in America is continuing full steam ahead into fall, a new Goldman report shows total alcoholic beverage sales fell 3.9% in the two weeks ending September 20, consistent with prior 4-week and 12-week declines. 

There's a lot to unpack in Goldman's alcoholic beverage trends note, which cites NielsenIQ data through September 20. A team of analysts led by Bonnie Herzog wrote the report. Here's the breakdown:

Overall U.S. Market

  • Total alcoholic beverage sales fell -3.9% in the 2 weeks ending 9/20/25, consistent with prior 4- and 12-week declines.

  • Volume remained under pressure (-3.0%), while pricing slipped slightly (-0.7%).

  • Spirits and Cider were the only categories avoiding volume contraction.

Beer Category

  • Beer sales declined -3.8%, driven by a -5.2% volume drop, partially offset by +1.5% pricing.

  • Modelo: Sales down -3.5% on weaker volumes (-4.6%) but modest price growth (+1.2%).

  • Bud Light: Sales fell -8.9%, losing 44 bps market share to 7.7%.

  • Michelob ULTRA: Grew +2.5%, gaining 55 bps market share to 9.0%.

  • Coors Light & Miller Lite: Both declined (-4.6% and -7.8%), with share erosion.

Flavored Malt Beverages (FMBs)

  • FMB sales fell -6.8%.

  • Twisted Tea: Sales dropped -12.8%, though market share edged higher.

  • Simply Spiked: Severe weakness continued (-32.0%).

  • Hard Seltzers: Down -5.7%, led by Truly (-13.6%) with share loss.

Ready-to-Drink (RTD)

  • Cocktails Strong growth continued: Spirit-based RTDs: +23.1% Wine-based RTDs: +28.5%

Promotions

  • Promotional spend moderated slightly to 18.5% of sales (from ~18.6–18.7%).

Herzog's team published an extensive chartbook visualizing the NielsenIQ data, underscoring a "sober revolution" that has gained momentum since the Covid lockdowns. Gen-Z sober behaviors are also changing the drinking landscape.

The charts line up with Gallup's latest survey showing (read report), for the first time in the poll's 90-year history, that a majority of Americans now view even moderate alcohol consumption as harmful to one's health.

Bud Light sales remain depressed after a transgender TikTok in early 2023 nuked the brand. 

Hmmm.

Related:

For the full 75 charts and tables on the latest U.S. alcohol trends, ZeroHedge Pro Subs can access the report in the usual spot.

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