Raising a glass to the future: Innovation in alcoholic drinks

Looks at innovation in the alcoholic drinks category.
  • Flavour sophistication and premiumisation retain their status as pillars of innovation, but macro volatility and subtle shifts in popular flavour profiles require flexibility.
  • As mindful drinking comes of age, it pivots into proxies, new occasions and functionality cues.
  • Cross-industry collaborations, social media engagement, and embracing indulgence and nostalgia are essential for securing share of mind.
  • The future is here, from reprioritising sustainability initiatives to experimenting with tech solutions and testing new horizons with RTDs, innovation experimentation is back....

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