06 Oct 2025 What next for alcohol?
Where does the alcohol category go next to increase its appeal with the more intentional consumer?…
Looking for inspiration? Research group, MMR’s new Growth Spaces Quarterly eBook is available to download, FREE! It’s packed with fresh insights and illustrations to guide the future of alcohol and no & low.
The brand-new report explains what’s happening in the world’s most talked-about category. Packed with insights, ideas, and innovations, it aims to show that growth is still out there!
What’s inside:
- Innovation inspiration: See what other brands are doing with over 120+ examples of innovations that are redefining this space.
- Original research: Choice reactions from 1000+ consumers capturing their drinking choices.
- Industry analysis: Why affordability, wellbeing, and shifting rituals are driving new drinking behaviours 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.
“The alcohol industry is at a reckoning point. This isn’t a dead end; it’s a chance to move beyond alcohol as a commodity and toward alcohol as a cultural force, rooted in experience, connection, and shared meaning.”
Andrew Wardlaw, MMR Chief Ideas Officer