23.04.2026 - The new ProSpirits Report 2026 makes one thing clear: the industry isn’t facing a short-term dip – it’s in the middle of a structural shift. Declining consumption volumes, increasing price pressure, and intensifying competition are fundamentally reshaping the rules of the game. Growth is no longer broad-based; it’s happening selectively in no-/low-alcohol, RTDs, and new consumption occasions, while traditional categories are coming under increasing pressure.
At the same time, it’s evident that consumption isn’t just shifting – it’s declining overall and becoming more conscious, more selective, and more occasion-driven. In the future, success will belong to those who redefine relevance: through sharp positioning, strong brands, and a deep understanding of emerging drinking moments.
The report is complemented by a concise whitepaper that distills the study’s key insights and translates them into actionable strategies – for everyone ready to move faster from insight to impact.
