What Americans drink
When you look at long term trends, change can seem simple and obvious.
Recent research shows there are essentially two key shifts in US drinks consumption patterns over the past 20 years.
- One is a direct switch in non-alcoholic beverages between those with calories and those without. Bottled water has risen, while sodas and juices have fallen.
- The other is a direct switch in alcoholic beverages between beer and wines/spirits. Spirits sales have recovered strongly since a self-imposed industry advertising ban was reversed in 1996.
OK, it’s nothing like as straightforward as this, but everything else is of less consequence.