Alcohol brands need to emphasize value to grow sales: report

Current offerings aren't doing enough to convince a large cohort of consumers that the price is “worth it,” according to a Deloitte analysis.

What happened

Declining alcohol consumption has been attributed to health and wellness, changing socialization trends among younger consumers and even GLP-1 medications for weight loss. But a new report from Deloitte suggests another reason for the dip: Drinks are no longer worth the expensive price tag.

Value-seeking consumers, which make up nearly 4 in 10 shoppers, are cutting their at-home alcohol spending by between 20% and 40% compared to their peers, Deloitte found. When out on the town, this cohort is cutting spending by over 50%.

Why it matters

“Value seekers” exist across income groups — nearly 25% of households with income exceeding $200,0000 fit this description — Deloitte said. This cohort is looking for bang for their buck with quality options at a fair price.

Though inflation has moderated, consumers haven’t been able to shake the price sensitivity they felt at its peak in 2022, and Deloitte said this has impacted alcohol at stores, bars and restaurants. From entry-level to premium alcohols, brands that offer a greater perceived value perform better than others.

Three-quarters of alcohol executives surveyed by Deloitte say growing consumer demand for more value is a trend that will persist for the long term. Alcohol giants including Molson Coors are betting big on their value portfolio for more affordable options.

This news brief is based on reporting published by Food Dive on 2026-06-25. The original report is linked below.