If you’ve ever stood behind the counter of my family’s alcohol supply warehouse, watching dozens of order pickers restock shelves for small bars, craft breweries, and boutique liquor stores across the region, you know that consumer preferences for alcohol aren’t just trends—they’re quiet, evolving conversations playing out in every bottle, can, and keg that leaves our loading dock. For years, I’ve watched these preferences shift, not just as a supplier, but as someone who’s spent weekends chatting with regulars at my cousin’s neighborhood tavern, listening to what makes them reach for one product over another. This isn’t just guesswork, either; over the past decade, we’ve compiled order data, surveyed hundreds of clients, and cross-referenced that with market research to get a clear picture of what today’s drinkers actually want. Let’s break down what’s driving these choices, what’s sticking around, and what’s next for anyone in the alcohol game. Alcohols
First, and most noticeably, is the obsession with quality and transparency. A decade ago, consumers might have grabbed the cheapest six-pack at the gas station or a bottle of gin from the well-stocked shelf without paying much attention to where it came from. Now? They ask questions. They want to know the farm where the barley was grown, the water source used in distillation, even how the grapes were tended. Last year, we saw a 42% jump in orders for small-batch craft spirits from family-owned distilleries, and that’s not random. Market research from the Distilled Spirits Council of the United States (DISCUS) confirms that 68% of adult drinkers say they’d pay 10-15% more for alcohol that clearly lists its origin and production practices on the label. This shift isn’t just about snobbery—it’s about trust. After decades of big alcohol brands cutting corners on ingredients and hiding behind vague marketing language, drinkers want to know exactly what they’re putting in their glass. For example, when we started carrying a line of organic rye whiskey from a farm in central Wisconsin, where the distillers post weekly updates on their social media about harvesting schedules, the first shipment sold out in three days. Our wholesale clients told us their customers specifically asked for it because the label “had a story” and they could verify it was free of artificial additives. Even wine drinkers, once loyal to big-name imported brands, are now leaning into local and sustainable vineyards; our orders for estate-grown wines from regional vineyards have gone up 37% since 2021, as drinkers prioritize supporting small businesses and reducing their carbon footprint by cutting down on long-haul shipping.
Next, accessibility and versatility have replaced the rigid “brand loyalty” of past generations. My dad used to swear that a customer would drink the same beer every Friday night for 20 years, but that’s rarely the case anymore. Today’s drinkers want alcohol that fits into every part of their life, whether they’re grabbing a drink after work, hosting a backyard barbecue, or sipping something light with brunch. Ready-to-drink (RTD) alcoholic beverages have exploded in the past four years; our RTD order volume has jumped 120% since 2020, and that’s because these products check so many boxes. They’re pre-portioned, easy to transport, and come in flavors that don’t feel “typical” of alcohol—think sparkling hard seltzers infused with mango or hibiscus, or low-alcohol wine spritzes. But it’s not just RTDs; even core products are evolving to be more versatile. For example, consumers are increasingly asking for dry, crisp white wines that work both as a sipping wine and a mixer for cocktails, rather than the sweet, heavy whites that were popular in the 2000s. Beer drinkers, too, are moving away from only lagers to try session IPAs (higher flavor, lower alcohol) and non-alcoholic beers, because they want options that don’t require committing to a full drink or a hangover. What’s surprising is that this versatility isn’t just for younger drinkers, either; our data shows that consumers aged 35-44 are the fastest-growing group for RTDs, as they balance busy work and family life and want easy, low-fuss options for casual gatherings. That’s a big shift from when RTDs were seen as a “young person’s” product—now, they’re a go-to for anyone who wants convenience without sacrificing taste.
Another key preference is the growing demand for low- and no-alcohol (LNA) options, a trend that accelerated during the pandemic and shows no signs of slowing down. When the world locked down in 2020, many people re-evaluated their relationship with alcohol: some cut back, some swapped wine for non-alcoholic sparkling drinks, and many started exploring LNA alternatives that tasted like “real alcohol” without the buzz. Last year, LNA product sales in the U.S. hit $3.4 billion, according to the IWSR Drinks Record, and we’ve seen our orders for LNA spirits, wines, and beers increase by 150% in just two years. What’s driving this isn’t just health consciousness—though that plays a part. It’s about choice. Drinkers don’t want to feel like they have to settle for a soda when they’re with friends or at a social event; they want an alternative that feels like a proper alcoholic beverage, even if it has 0.0% ABV. We’ve worked with several small LNA distilleries to carry their products, and our clients report that their customers often pick these options first, especially at daytime events like brunches or outdoor weddings, where drinking alcohol isn’t the only goal. Even among dedicated drinkers, LNA options have become a staple: 52% of adult drinkers say they order at least one LNA drink per month, per a 2023 NielsenIQ survey, so it’s no longer a niche product—it’s a mainstream expectation. That’s something every supplier needs to pay attention to; if you don’t carry LNA options, you’re leaving a lot of money on the table, and you’re not meeting what consumers actually want.
Cultural and flavor diversity is also reshaping consumer preferences in big ways, especially as the U.S. population becomes more racially and ethnically diverse. Traditional “core” alcohol categories—like vodka, standard beer, and Cabernet Sauvignon—are still popular, but there’s a growing appetite for flavors and products from around the world, as well as products that reflect the heritage of different communities. For example, tequila and mezcal sales have jumped 85% since 2018, per DISCUS, and our orders for small-batch mezcal from Oaxaca have increased by 200% in that same time. That’s not just a fad; younger consumers, in particular, are drawn to the bold, unique flavors of these spirits, as well as the cultural context that comes with them. We’ve also seen a big rise in interest in Asian-inspired alcohols: soju, baijiu, and rice wine, which are being used in cocktails and even as sipping drinks. Our clients tell us that their customers love these products because they’re different from what’s sold at big chain liquor stores, and they add depth to cocktails or pair perfectly with ethnic cuisines. Wine drinkers, too, are expanding their palates beyond the classic French and Italian wines; orders for wines from South Africa, Argentina, and even small vineyards in the Middle East have gone up steadily over the past five years. This trend is about more than just trying new things—it’s about representation. Consumers want to see alcohol that reflects their own cultural backgrounds, as well as products that introduce them to new cultures in a respectful, authentic way. When we started carrying a line of Korean soju infused with green grape and pear, developed by a Korean-American distiller, we sold out of the first shipment in two weeks, because it felt like a product made by someone who understood the local market, not just a big brand importing a generic product.
Of course, no discussion of consumer preferences would be complete without talking about health and wellness, which has become a top priority for alcohol drinkers over the past decade. It’s not just about LNA options anymore; it’s about every part of the product, from the number of calories to the ingredients. Consumers are now looking for alcohol that’s low in sugar, low in carbs, and free of artificial sweeteners and additives. For example, dry wines (low residual sugar) have outsweet wines in sales for the first time in 2022, per the Wine Institute, and our orders for dry, low-sugar wines have increased by 60% since 2020. Beer drinkers are also leaning into low-carb, low-sugar options; our orders for craft light beer have gone up 45% in two years, as opposed to traditional mass-market light beers that often use artificial additives to cut calories. Spirits, too, are evolving: consumers are now asking for vodka made from potatoes instead of grains, whiskey aged in smaller barrels for a lighter flavor, and spirits with no added sugars or artificial colors. This ties back to the transparency trend we talked about earlier; if a product’s label lists “natural flavors” instead of “artificial caramel color,” consumers are more likely to choose it. What’s interesting is that this wellness trend isn’t just for people who count calories or follow a strict diet; it’s for casual drinkers who want to feel good about what they’re consuming, even when they’re indulging. A 2023 survey by the National Alcohol Beverage Control Association (ABCA) found that 71% of adult drinkers say they check the nutrition facts on an alcohol label before buying it, up from just 38% in 2015. That’s a huge shift, and it’s changed what products we prioritize when sourcing new items for our clients.
Now, let’s talk about what this means for someone in the alcohol industry—whether you’re a bar owner, a liquor store manager, or a small business looking to stock the right products. The days of relying on brand recognition or low prices to drive sales are over. Today’s consumers want three things: products that are transparent, versatile, and aligned with their values (whether that’s sustainability, wellness, or cultural authenticity). As a supplier, I’ve had to adapt our business to meet these needs, and it’s paid off. We don’t just carry the big-name brands everyone’s heard of; we spend time finding small, family-owned producers who share our commitment to quality and transparency. We’ve built relationships with distilleries and vineyards across the country, so we can source products that have a clear story and meet the demand for diverse, unique flavors. We’ve also expanded our LNA inventory to include a wide range of options, from non-alcoholic wine to craft non-alcoholic spirits, because we know that’s what our clients’ customers want.
If you’re a business owner looking to stock alcohol that will actually sell, the key is to listen to your customers. Ask them what they want, don’t just assume based on past trends. For example, when we started working with a new craft brewery in our area, we surveyed their regulars and found that they were asking for more low-ABV and LNA options, so we worked with the brewery to develop a custom low-ABV IPA that we now stock exclusively for them. It’s become their top-selling product in just six months. Another thing to remember is that consumer preferences aren’t static; they change as society changes, as new products hit the market, and as people’s priorities shift. Five years ago, we barely carried any LNA products; now, they make up 15% of our total order volume. Five years from now, there will be new trends, new flavors, and new priorities that will shape what consumers want. The businesses that will succeed are the ones that are flexible, that listen, and that are willing to adapt to meet those changing needs.
At the end of the day, alcohol is more than just a product—it’s part of how people connect, celebrate, and unwind. The consumer preferences we see today are a reflection of what people want from that experience: they want to trust that the product is good, that it fits into their life, that it aligns with their values, and that it tastes great. As a supplier, my job is to make sure my clients have access to those products, whether they’re ordering for a small neighborhood bar, a large restaurant chain, or a boutique liquor store. If you’re a business owner looking to partner with a supplier that understands these evolving consumer preferences, that sources high-quality, transparent products, and that’s committed to helping you succeed, we’d love to connect. Let’s sit down, talk about your customers’ needs, and figure out how we can work together to stock the products that will keep your customers coming back.
Alcohols References
Distilled Spirits Council of the United States (DISCUS). (2023). 2023 U.S. Spirits Industry Survey: Consumer Trends and Preferences.
IWSR Drinks Record. (2024). Global Low- and No-Alcohol Beverage Sales Report.
NielsenIQ. (2023). Alcohol Consumption Trends in the U.S.: Shifting Priorities for Adult Drinkers.
Wine Institute. (2022). U.S. Wine Market Trends: Dry Wines and Consumer Palate Evolution.
National Alcohol Beverage Control Association (ABCA). (2023). Consumer Health and Wellness Attitudes Toward Alcohol Products.
Qingdao Jinforest Chem Tech Co., Ltd.
Qingdao Jinforest Chem Tech Co., Ltd. is one of the most professional alcohols manufacturers and suppliers in China. With abundant experience, we warmly welcome you to wholesale high quality alcohols at competitive price from our factory. If you have any enquiry about quotation, please feel free to email us.
Address: Huangdao District, Qingdao City, Shandong Province (3002, Unit 1, Block B, No.226 Changjiang Middle Road, Former Development Zone)
E-mail: cecilia@kozorigin.com
WebSite: https://www.jinforestchem.com/
