The IWSR Global Trends Report 2025 identifies key factors reshaping the beverage alcohol industry, which is grappling with recent challenges, like declining volumes and elusive revenue growth. The beverage alcohol market saw an overall volume decline of 1% and revenue growth of 1% in 2024. Changing LifestylesBesides overall declines in major markets like the US and China in 2024, consumers are prioritising value, personalisation, and engaging experiences. On-trade beverage alcohol volumes have declined globally since 2019, except in Africa and the Middle East. External PressuresThe beverage alcohol industry is facing significant external pressures due to ongoing global instability, trade disruptions, and economic challenges.