Recent research shows that there are essentially two key shifts in US drinks consumption patterns over the past 20 years.
One is a direct switch in non-alcoholic beverages between those with calories and those without. Bottled water has risen, while sodas and juices have fallen.
The other is a direct switch in alcoholic beverages between beer and wines/spirits. Spirits sales have recovered strongly since a self-imposed industry advertising ban was reversed in 1996.
OK, it’s nothing like as straightforward as this, but everything else is of less consequence.
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