10 global trends in alcohol

This article describes ten trends that affect alcohol marketing globally. These trends are: growing concern for health and well-being leading to product innovation in the category; functional and flavoured drinks; legislators attempting to limit alcohol consumption; the rise in middle classes and a desire for authenticity; and the necessity of embracing technological innovation to engage in social media.

10 global trends in alcohol

Michael BrennanTrajectory Partnership

From high levels of youth unemployment in Europe, to a more widespread health and well-being agenda, drinks manufacturers are finding that many global trends are impacting their market.

The global market for alcoholic drinks captures many of the key dynamics of today's global economy and society. We can see stagnation and decline in many developed markets juxtaposed with rapid growth in many of the developing markets. We see health and well-being trends impacting on the sector globally – along with increasing regulatory pressures and a resurgent (religious) conservatism in many...

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