The forces reshaping alcohol, uncovered through global research and cultural analysis.
Our brand-new report explains what’s happening in the world’s most talked-about category. Packed with insights, ideas, and innovations, we show you that growth is still out there!
What’s inside:
Industry analysis: Why affordability, wellbeing, and shifting rituals are driving new drinking behaviors across markets. Plus, the state of play in alcohol-free.
Mapping the future: Explaining how alcohol can reclaim its relevance in people’s lives. Plus, 16 actionable growth spaces to fuel ideation, innovation, and brand strategy.
Going beyond data: Extensive conversational research across global markets probing people’s changing relationship with alcohol, uncovering the “why” behind many consumption trends.
Andrew Wardlaw, Chief Ideas Officer | MMR