42%


Just let that little statistic sink in. There is hand-wringing when spirits or wines seem to grab the zeitgeist but the fact is, the trends move freely among those two and beer. Zima is popular, then passe, then back as retro but still not cool. Wine has a moment be it organic or rose. Then whiskey roars back. Then hazy IPA.

See what I mean? Ebb and flow will always occur. Price will be a major component of the percentages above with the low leader grabbing a higher share. But as long as each of the three elements are staying creative and true to the beverage, they will find the latest new, new thing and ride the wave.