The Numbers
Number · WineBusiness Daily News · Oct 5, 2026
Alcohol use among Americans aged 50 to 64 rose nearly 4% from 2018 to 2024 while other
Alcohol use among Americans aged 50 to 64 rose nearly 4% from 2018 to 2024 while other generations cut back, the New York Post reports (carried by WineBusiness Daily News). It ran in the newsletter on October 5, 2026.
What it means for you
If every dollar of your acquisition budget is chasing drinkers under 35, you are fishing in the one pond that is draining.
Source
Heavy drinking surges among one age group of Americans -- (for ages 50 to 64, alcohol use increased by nearly 4% from 2018 to 2024\ - as other generations cut back - New York Post, WineBusiness Daily News