Shifting drinking habits, the rise of nonalcoholic choices, and trends like Dry January are reshaping the alcohol market for 2026.

Evolving consumer behavior and easing regulations are opening new pathways for long-term growth.

This year, we forecast US off-premise alcohol retail sales (i.e., alcohol purchased for at-home consumption) will grow by a modest 3.5% to $178.20 billion. This growth will accelerate slightly through 2027, driven by three areas of opportunity within the industry: ecommerce, customers willing to splurge on premium beverages, and at-home consumption trends.

Alcohol ecommerce is growing. See how alcohol purchase trends are shifting, who’s buying, and how to reach new customers.

Despite ups and downs in the subscription commerce segment, it's still a subject of great interest in the retail industry. Most brands that started online and direct to consumer have expanded to retail channels, either through partnerships or acquisitions.