January 28, 2026From value to vibe: How moderation, preference and new drinkers are reshaping US beverage alcoholNIQShifting social habits and evolving consumer priorities are rewriting the rules for how and where Americans drink. From neighborhood bars to grocery aisles, brands are navigating a landscape where premiumization meets price sensitivity, moderation meets indulgence and Gen Z's flavor‑first mindset challenges tradition. Read MoreSource:  NIQFull Article:  https://nielseniq.com/global/en/insights/analysis/2026/from-value-to-vibe-how-moderation-preference-and-new-drinkers-are-reshaping-us-beverage-alcohol/ (ICE NEW YORK)

Fonte notizia: NIQ