The headlines spell the end for booze: Executive departures, decline, doom.
The true story? It’s much more nuanced.
In pockets, alc is flying. Gen Z participation is up. Spend is up. Dry Jan was the 'wettest' since 2014 according to The Times.
What’s clear - growth is up for grabs - if brands get it right.
Our latest pod challenges the doomsayers with a dose of confidence.
Last episode, we looked at the future of drinking through the no & low lens (thanks to Botivo’s Imme Ermgassen and Club Soda’s Laura Willoughby!)
This time, Booze fights back with an elite corner:MOTH Drink’s Rob Wallis, Paul Thomas, formerly of Diageo, Asahi and Suntory, and Tristram Coates of GHF.
This episode covers why:
Alcohol brands need to get their fun back
Premiumisation has become too prevalent
‘Share of entertainment’ is the new ‘share of throat’
Brands are missing a trick by not supporting the on-trade enough
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