The Tippling Points: past and future trends in worldwide alcoholic drink consumption

Laura James


It is almost enough to drive brand owners to drink. Since the 1960s, per capita alcohol consumption levels have been static across most of the West. The only major economy to escape this sluggishness was France - where drinking actually fell sharply.

To put the current global alcoholic drinks market in context, we took snapshots of historical data to ask, “Where will the drinks industry find future growth?”

In a separate piece on our Spotlight on Alcoholic Drinks pages, you will a related WARC analysis of the relationship between drinks advertising expenditure and consumption and many more papers on this vexed question.

Alcohol consumption trends