December Alcohol Sales Declines Continue as the Industry Eyes a Holiday Rebound

December alcohol sales remained under pressure in the final stretch before the holidays, though weekly momentum offered a modest glimmer of hope. According to NIQ, total US alcohol sales declined during the four weeks ending December 20, underscoring ongoing consumption challenges as the industry relies on late-season holiday demand for relief.

December Alcohol Sales Show Weekly Uptick, But Trends Stay Negative

NIQ reports that total alcohol dollar sales reached $9.1 billion over the four-week period, marking a 6.1% decline versus the same time last year. Case volume also fell, down 5.6% year over year to 156.1 million cases.

However, weekly performance tells a slightly different story. Dollar sales increased from $2.1 billion in the week ending December 13 to $2.4 billion in the final week ending December 20, according to NIQ. While this improvement did not reverse broader declines, it reinforced the industry’s reliance on holiday-driven consumption to stabilize results.

Spirits and Wine Drive December Alcohol Sales Weakness

Spirits and wine accounted for most of the pressure on December alcohol sales, based on NIQ data. Spirits dollar sales dropped 9.7% over the last four weeks, worsening from the prior period’s 7.4% decline. Volume followed a similar path, falling 7.7%.

Wine also struggled. NIQ shows wine dollar sales down 8.4%, with case volume declining 8.6%, signaling continued softness across both premium and value segments.

Beer Proves More Resilient in December Alcohol Sales Mix

Beer delivered the smallest decline among major alcohol categories, though performance still weakened. NIQ reports beer dollar sales fell 4.4% over the four-week period, steeper than the prior 3.5% decline. Case volume dropped 5.5%, reflecting persistent pressure despite beer’s relatively defensive positioning.

Prepared Cocktails Stand Out in December Alcohol Sales Performance

Prepared cocktails once again outperformed the broader market. According to NIQ, dollar sales in the category rose 4.5% over the last four weeks. While case volume dipped 1.5%, that decline accelerated only slightly compared to the prior period’s 0.8% drop.

These results reinforce the sustained momentum behind ready-to-drink offerings, which continue to attract consumers even as overall December alcohol sales contract.

What December Alcohol Sales Signal Going Into Year-End

NIQ’s latest figures suggest that while the downturn persists, weekly improvements hint at stabilization rather than further deterioration. Spirits and wine remain the biggest drags, beer shows relative resilience, and prepared cocktails continue to outperform.

As NIQ’s data makes clear, the industry’s near-term outlook still hinges on holiday demand—and whether it can meaningfully offset a challenging close to the year.

To read the full analysis from NIQ, please click here: https://nielseniq.com/wp-content/uploads/sites/4/2025/12/Total-Alcohol_Executive-Summary_Weekly-Report_Nov-29-2025.pdf

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Source of Information

This article is based on the NIQ Full View: Total Alcohol Pulse – Dec. 2025

The image of the article is courtesy of © Olga Kochina via Canva.com