They are more popular than coffee or even bottled water. Alcoholic beverages are the second largest beverage consumed in the United States. Alcoholic beverages might be popular now, but certain trends in the industry may help them to surge to the 1 position for adult beverage consumption in the coming years. From a focus on puritanism to the uniqueness of the craft industry, alcohol is ready to make a major move upward. Millennials are pushing for alcoholic beverages that meet their flavor preferences.