This Gallup data is a valuable reality check for anyone in the food and beverage space. While alcohol is a fixture of American culture, only about 63% of U.S. adults say they drink — meaning more than a third of Americans describe themselves as total abstainers. That's a significant and often overlooked consumer segment. What's equally telling are the demographic divides: drinking rates vary sharply by income, with 80% of those earning $100,000 or more saying they drink, compared to just 49% of those earning under $40,000. And on the preference side, while beer still leads, liquor has hit a new high at 30% of drinkers' preferred choice, with wine close behind at 31%. For brands and marketers, data like this is a reminder that understanding who drinks — and what they're drinking — is just as important as knowing how many people drink at all.

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