The US and Europe share a Western culture in their alcohol drinking habits, in opposition to Asia (especially China) : from a casual individualistic consumption in the West to a collective and on-trade drinking in Asia. Europeans are far more traditional than Americans: except for gin, they don’t usually mix their drinks.
In the US
The American consumption is more driven by hedonism and self-expression. The clients of Rémy Cointreau enjoy their spirits neat or on the rocks – this is a growing trend for cocktails even for cognac : the most popular mixer being cola – more people are drinking it, casually at home, and less to celebrate a special occasion.
Millennials are currently shifting their alcohol consumption habits away from beer and wine to spirits. On a typical night out, a young millennial is more likely to order a Scotch whisky than fancy wine or cheap beer.