Total beverage alcohol (TBA) consumption volume declined by 1% during H1 2025 compared to the same period the year before, according to the IWSR. 

However, surveying the top twenty key markets, the IWSR said that TBA value largely remained steady. 

Despite the overall trend, some markets experienced TBA volume growth. India, for example, grew by 7% in H1 compared to the year before, with premium and above price bands in the country growing by more than 8%. 

South Africa grew by 4%, Mexico by 2%, Thailand by 1% and Colombia by 1%. On the other hand, volumes declined in China by 2%, in the US by 4% and in Germany by 5%. 

Categories 

In H1, RTDs, Prosecco, Indian whisky, Irish whiskey and bitters/spirit aperitifs saw growth. RTDs outperformed most beverage categories across the top twenty markets, with year-on-year growth of 3%. 

From a small base, no-alcohol spirits increased in volume by 9%, with the strongest growth seen in Germany at 15% and the US at 19%. 

Growth for agave-based spirits continued in H1, up by 1%, much of which was concentrated in premium brands. 

Beer volumes, meanwhile, fell by 1% overall, though the category saw growth in India, South Africa, Mexico and Thailand. 

The wine category continued to decline, with volume down by 5%, though Prosecco performed well. 

IWSR COO of research, Emily Neill, said: “The current beverage alcohol landscape shows significant polarisation. RTDs are growing, but beer is softening. Spirits are resilient overall, but the fortunes of the different subcategories vary significantly. Apart from Prosecco, wine is shrinking. 

“Despite consistent volume pressures, especially in China and the United States, pockets of growth are still evident in Mexico, South Africa and especially India. IWSR now forecasts India’s TBA volume to surpass Japan in 2027 and Germany in 2033.”