Study Predicts Alcohol to Continue Decline as Consumers Embrace Cannabis

According to a new study by the American beer, wine, and spirits giant Constellation Brands, beer and liquor sales are expected to decline significantly next year, with the normalization of cannabis playing a major role, Rochester First reports.

Constellation estimated that alcohol sales will continue their years-long decline in 2026, with beer sales projected to drop by $185 million and wine and spirits anticipated to drop by $253 million, the report said.

The report suggested the decline is largely due to more people choosing to forgo alcohol consumption and the continued normalization of cannabis in society, which many people use in place of alcohol. Additionally, more people are convinced that even moderate alcohol consumption is bad for their health.

Constellation has invested billions in the cannabis space and owns a nearly 40% minority stake in Canopy Growth Corp, a publicly traded cannabis firm based in Canada.

Meanwhile, a recent survey of 1,066 consumers by the THC beverage company Crescent Canna found that 77% of respondents said they’ve reduced their alcohol consumption since starting to use infused beverages, Marijuana Moment reports. Another 21% said they have quit drinking alcohol altogether.