Press Article: Oregon Liquor Sales Decline Amid Changing Consumer Habits
Oregon’s liquor sales have experienced a notable decline over the past two years, a trend that is expected to deepen in 2025, reflecting a national shift toward moderation in alcohol consumption. According to the Oregon Liquor and Cannabis Commission, liquor sales in the state totaled approximately $818 million last year, marking a 2.5% decrease from 2022’s peak of $839 million, which capped a decade of consistent growth. Early data for 2025 indicates a further 4.5% drop compared to the same period in 2024.
Nationally, the Distilled Spirits Council reported a 1.1% decline in liquor sales last year, highlighting a broader change in consumer behavior. “After years of steady increases, we saw a dramatic spike during the pandemic. Trends now seem to be stabilizing to pre-pandemic levels,” noted Craig Prins, director of the liquor commission, who recently announced his retirement effective July 1.
Despite the pullback, overall liquor sales in Oregon remain up 60% from 2013, driven largely by a shift toward at-home drinking, as consumer purchasing habits have changed significantly. Previously, nearly a quarter of sales came from bars and restaurants, but now direct consumer sales account for about 80%.
The decline in alcohol consumption may also reflect growing health consciousness, particularly among younger generations. A recent Gallup poll revealed that two-thirds of people aged 18 to 34 view even minimal alcohol consumption as detrimental to health, a sentiment echoed across various demographic groups.
Oregon’s trend isn’t limited to liquor. Cigarette sales have halved since 2011, and recent data indicates a modest decrease in wine sales as well. Similarly, Oregon’s marijuana market has shown stagnation despite price reductions, mirroring the liquor sales trajectory.
As consumer preferences evolve, the implications for the hospitality sector and broader economy are yet to be fully understood. For additional insights, subscribe to OregonLive.com.
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