The headline the trade is chewing on today is simple and heavy: **spirits have officially overtaken wine in total global consumption volume** for the first time since IWSR started tracking in 1990, according to new data highlighted by Drinks International. IWSR’s latest read shows spirits edging past wine on sheer liters sold worldwide, a symbolic passing of the torch that confirms what bartenders, brand reps, and distributors have been feeling in their order books for years.[1] This is not a blip, it is the macro story catching up with what the backbar already knew. For operators, the shift validates continued investment in cocktail-led programs, premium pours, and spirits education, even as broader alcohol growth moderates. IWSR has been documenting both the rise of agave and the steady premiumisation of brown spirits, and this new milestone effectively crowns spirits as the center of gravity for global beverage alcohol.[1] Watch how major players like Diageo, Pernod Ricard, and Bacardi lean into this narrative in H2 pricing, A&P spend, and channel strategy. If you run a bar, this data is your permission slip to double down on spirits-first experiences while everyone else is still rearranging their wine list. Sources: - Drinks International: https://drinksint.com
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