Spirits Surpass Wine in Global Volumes for First Time Since Records Began

Bottles of Bourbon whiskey made in the United States are shown on display March 13, 2025, at a liquor store in Niles, Illinois. (AP Photo/Nam Y. Huh)

Spirits have overtaken wine in global consumption volumes for the first time since records began in 1990, according to new data from IWSR.

The drinks analytics firm revealed that worldwide spirits volumes fell 3% in 2025, but still outperformed wine, which declined 5% during the same period. Beer volumes slipped 2%, while ready-to-drink beverages grew 3%.

The milestone comes as IWSR released its first 10-year forecast covering all 160 markets it tracks, projecting major shifts in where and how consumers drink through 2035.

According to the report, global alcohol volumes are expected to recover close to 2025 levels by 2035, resulting in an overall decline of just 1% over the decade. However, consumption patterns are changing dramatically as growth moves away from traditional strongholds such as China, North America and Europe toward emerging markets including India, South America and Africa.

Using servings as its measurement standard — 50ml for spirits, 150ml for wine and 330ml for beer, cider and RTDs — IWSR forecasts that India will surpass the United States to become the world’s second-largest alcohol market by 2035, behind only China.

While alcohol consumption is expected to decline sharply in several mature markets, including China (-19%), the U.S. (-18%), Japan (-15%), Germany (-14%) and the U.K. (-13%), other countries are projected to post significant gains. India is forecast to grow by 38% over the next decade, while Colombia (+26%), Vietnam (+15%) and Mexico (+13%) are also expected to expand.

Despite spirits’ recent victory over wine, neither category is expected to see meaningful long-term growth. IWSR projects global spirits consumption will decline 2% by 2035, while wine volumes are forecast to fall 14%.

RTDs remain the industry’s fastest-growing major category. Global RTD consumption exceeded one billion nine-liter cases for the first time in 2025 and is projected to grow another 17% over the next decade.

“In 2025, consumers continued seeking flavour exploration, convenience and ABV diversity to suit their consumption occasions,” Luke Tegner, head of consulting at IWSR, said, according to Drinks International. “This is driving a shift in consumption away from more established categories like wine and spirits to RTDs.”

Several categories posted notable gains in 2025, including Indian whisky, which rose 4% by volume, RTD cocktails, which increased 14%, and soju, which grew 9% outside South Korea.

Marten Lodewijks, president and managing director of IWSR, said the industry’s future will look markedly different from today.

“2035 will be a vastly different market landscape than the one we see today,” Lodewijks said. “Companies that only rely on past successes to carry them through the next decade will face serious challenges.”