A Nielsen investigation found that the US alcohol market would need to sustain 22% volume growth across all categories sold off-premise in order to balance the impact of closed bars and restaurants due to COVID-19. Wine and spirits are currently outperforming the 22% threshold, but beer has fallen short so far. Nielsen found that the key trends that could help rebalance the industry are e-commerce, embracing larger pack sizes, and rationalizing SKUs to focus on favorites and top sellers.
Source: Nielsen, May 2020