As the US market share for at-home alcohol consumption grows, brands must understand how to engage with older Gen Zers who are of drinking age and consumers who are increasingly interested in health and wellness and nonalcoholic products—all while continuing to cater to their primary audience of millennials and affluents.

Shoppers Increasingly Buy Alcohol Online

In our new forecast, we project alcohol ecommerce sales for at-home consumption will reach $6.85 billion this year, growing by over 6%—the biggest increase since 2020, when growth levels driven by the pandemic reached 146.2%.