Bacardi-Martini Profits Rose Despite North American Slump
The spirits group reported a 5 percent increase in annual profit as global growth countered regional sales declines.
Updated on Sept. 25, 2026 in Cocktails
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Bacardi-Martini NV reported a 5 percent rise in annual pretax profit to $170.4 million in 2026. This gain occurred despite a 5.6 percent decline in North American sales during the same period.
Why it matters
The company faced significant headwinds from shifting consumer behaviors, as data shows US alcohol consumption rates dropped from 62 percent in 2023 to 54 percent by 2026. Health concerns and rising costs are cited as primary drivers for the reduced demand across the US and Canada.
European sales reached $1.85 billion, while North American sales totaled $2.18 billion. Total shareholder equity rose $115 million to $4.27 billion, with long-term debt remaining steady at $3.62 billion.
The players
Bacardi-Martini NV
This entity functions as a holding company and internal bank for the global spirits group headquartered in Bermuda.
Gallup
This is a global analytics and advisory company known for conducting public opinion polls on various societal trends.
The details
Bacardi-Martini NV, which serves as a holding company and internal bank for the group, saw its European and international markets provide necessary balance to regional losses. While Canadian alcohol sales fell 3 percent in 2024/25, the brand's performance in other regions helped maintain profitability.
Timeline
2023: US adult alcohol consumption rate was 62 percent.
2024/25: Canadian alcohol sales fell by 3 percent.
2026: US adult alcohol consumption rate reached 54 percent.
Culture Shift
This performance mirrors the findings of the 2026 Gallup survey, which highlighted a nationwide decline in alcohol consumption among US adults. The shift toward health-conscious lifestyles and lower consumption levels is fundamentally altering the growth trajectories of major spirits companies.
Consumers may find changing availability of certain spirits on shelves as manufacturers adjust inventory to align with shifting demand. The current trend suggests that shoppers are increasingly prioritizing health-conscious alternatives over traditional alcoholic beverages.
The takeaway
The sustained two-year sales slump in North America underscores a broader cultural transition toward moderation and health awareness. Consumers are increasingly evaluating the financial and personal health costs associated with alcohol, reshaping the market landscape for established spirits brands.
Further reading
Learn more about the latest industry trends by visiting the Cocktails section.
Source note: This article includes information reported by The Royal Gazette.
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Do you believe the long-term trend of declining alcohol consumption is likely to continue?
