How 2026 has become the year of buying with intent in the US – Consumer Intel

In the US, where spirits sales have been in decline in recent months, brand owners need to be laser-focused on the consumer trends shaping purchase decisions.House vodka, or top shelf? A ‘big brand’ bottle of mixto tequila for US$18.99, or an artisanal reposado from a multi-generational house for $59.99? Whisky neat, or a complex, five-ingredient drink crafted from a recipe found in a cocktail book circa 1920?In this climate of economic uncertainty, the answer should be straightforward: take the cheapest, simplest option. When it comes to how American consumers are making their spirits cho