Shifting habits: Drinking occasions and channel mix

Report from Euromonitor on changing social occasions, drinking routines and beverage retail channels.
  • The cost-of-living crisis has left many consumers unable to access important channels (particularly on-premises); brands need to find ways to maintain their margins by optimising ingredient and packaging costs, as well as exploring growth in premium categories.
  • Brands are leveraging an increase in on-the-go, flexible consumption patterns by investing in higher-quality RTD products, using unique flavours and package design and limited offers to drive interest.
  • The wellness movement is creating new drinking occasions, with products containing adaptogens and cannabinoids meeting new need states.
  • Companies can also create their own drinking occasions; the ‘taproom’ phenomenon in the US has taken advantage...

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