The profile of alcohol consumers in the US has significantly changed over the last decade, according to research from Rabobank. Most notably, the average alcohol consumer is aging, with people over 50 accounting for 39% of consumption in 2019, up from 29% in 2007.

Additionally, people of color account for 31% of drinkers today compared to 23% fifteen years ago, and this trend is expected to increase as 40% of drinkers under 25 are people of color. Women are also expected to overtake men as drinkers, with 2019 marking the first year that the majority of alcohol consumers under 25 were women.

Source: RaboBank, January 2021