New survey data commissioned by IARD from the United States and United Kingdom points to a shared shift in how people who choose to drink think about moderation.
Across both markets, consumers still plan to take part in social and summer occasions involving beer, wine, cider or spirits, but they are increasingly building in balance, personal choice, pacing, and practical moderation habits.
Younger adults are helping connect moderation to well-being, sleep, cost, fitness, social image, and lifestyle management, while older adults often emphasize established moderation practices such as drinking slowly, eating while drinking, choosing quality over quantity, and making self-directed choices.
18 May 2026
This random double-opt-in survey was conducted by market research company Talker Research between 10 April and 20 April 2026. It covered 2,000 UK respondents aged 18+ who drink beer, wine, cider or spirits and 2,000 US respondents aged 21+ who drink beer, wine, cider or spirits, evenly split by generation.
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