Despite a recent decline in alcohol sales, the impact is not uniform across the industry. While some products are experiencing a surge in sales, others are struggling to maintain their market share in convenience stores.
According to a Gallup poll, only 54% of Americans now consume alcohol, with a growing belief that moderate alcohol consumption is detrimental to health. This shift in consumer perception is influencing drinking behaviors, with more focus on wellness and hydration, as noted by Samantha Bomkamp Des Jardins, content marketing manager for Datassential.
However, there has been a slight uptick in alcohol consumption in the first two quarters of 2025, following a continuous decline in 2024. This suggests a potential rebound in consumer interest, indicating a shift in trends, as highlighted in Datassential’s Buzz: Q2 2025 report.
After analyzing industry trends, C-Store Dive has identified both winners and losers in the c-store alcohol market.
Winners
Beer remains popular despite challenges
Even though c-store beer sales have declined, it is still the top-selling food and beverage item in convenience stores. Beer and related products generated over $25 billion in sales in the past year, with over 80% of beer drinkers consuming it at least once a month, making it the most widely consumed alcoholic beverage in the U.S.
Import and craft beers are showing growth in all channels, with domestic super premium beer leading the trend. However, beer category sales saw a modest deceleration in the second quarter, prompting a more cautious outlook from c-store retailers.
RTDs and spirits sales on the rise
Ready-to-drink alcoholic beverages and canned cocktails have been driving the growth in c-store alcohol sales, reflecting consumer demand for convenience and variety. Hard seltzers like White Claw and Bud Light Seltzer have seen significant growth, along with premixed cocktails such as Buzzballz and BeatBox. Spirits, especially tequila, are also gaining popularity across different retail channels.
Losers
Decline in wine sales
Wine sales have been declining across all retail outlets, including c-stores. Factors such as planned purchase behavior and reduced assortment in c-stores have contributed to the negative trend in wine sales. Non-alcoholic wine and beer sales remain niche in c-stores compared to other retailers.
While certain categories are facing challenges, it is important not to overlook their potential for resurgence as consumer preferences evolve. Alcohol sales remain a crucial category for consumers and retailers, with shifts in trends shaping the market dynamics.