Are Americans actually drinking significantly less than they were previously? A new Consumer Trends report makes an argument that the death of alcohol consumption might be “greatly exaggerated.”

Coefficient Capital and Dan Frommer’s New Consumer have released the eleventh edition of the Consumer Trends report with a slew of data on the trend toward moderation. Some of it runs counter to the narrative that Americans are abandoning their brews and Bacardi for zero-proof options.

Retail sales at U.S. beer, wine and liquor stores experienced 2.3% year-over-year growth, according to the report, and spirits volumes were up as well with volume acceleration expected to continue in 2025. So what gives?

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Today is Friday and you all know what that means…. it's new product gallery time! We’ve rounded up the hottest new products and packaged them into a neat array. Here’s a sneak peek at what’s inside:

💧 Cowbell has made its first foray into the hydration set by launching low-calorie electrolyte beverage Cowbell Hydration. Available in Grape and Blue Raspberry flavors, each 16.9 oz. bottle has 200 mg sodium, 50 mg potassium, 300 mg chloride and 20 mg magnesium.

☕ Stok has dropped what it claims to be the first RTD decaffeinated cold brew available in grocery stores nationwide. Offered in the brand’s top two performing brews – Unsweet and Not Too Sweet – the new products feature a white label to differentiate from the brand’s caffeinated line.

👀 Just in time for the holidays, cannabis-infused beverage brand Nowadays has dropped its first limited-edition flavor: Nowadays Cranberry. The new product, available in a 750 mL bottle, features 5 mg THC per 1.5 oz. and is designed to provide a social buzz within 15 minutes. 

Keep an eye out for the full gallery on BevNET later today. 

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