WASHINGTON, D.C. –  A new Morning Consult survey, with a nationwide sample of more than 2,000 adults, finds that “a plurality of Americans prefer liquor drinks.”

According to the poll, 39 percent of consumers prefer distilled spirits, either in a cocktail or straight, 32 percent prefer beer, 25 percent prefer wine.

These findings reflect trends in the current marketplace, as spirits reported record sales in 2017, with an eighth straight year of market share gains versus beer and wine, according to Distilled Spirits Council data.

“The spirits sector has seen impressive growth driven by innovative products, the revival of cocktail culture and a fascination with premiumization across all spirits categories,” said Council Chief Economist David Ozgo.

Another interesting trend identified in the poll is Millennials preferring distilled spirits, with 50 percent saying they would choose cocktails or straight liquor, over beer or wine.

“Adult consumers, particularly millennials of legal drinking age, continue to gravitate toward the vast array of spirits products as companies create excitement in the marketplace with new products and experiences,” Ozgo concluded.

The survey also included a snapshot of consumer preferences by category of spirits. Consistent with Council data, vodka remains the most popular spirit in the United States.


The Distilled Spirits Council is the leading voice and advocate for distilled spirits in the United States.

To learn more about Morning Consult and its survey research methodology, visit: https://morningconsult.com/product/survey-research/