Of all the major alcohol beverage categories, RTDs were the only segment to grow with a volume increase of 2%. While total alcohol beverage volumes in the first seven months of 2024 were originally forecast by IWSR analysts to fall by 1.9%, it nevertheless inched up to 2.8%. Marten Lodewijks, President of IWSR’s US division noted: “The slight recovery that was expected has not materialized, indicating that the difficult trading environment has not improved, and consumers are still feeling the impact of higher prices.”
