The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreMay 2017
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Post-traditionalist innovation, a reassessment of drinking rituals and a cocktail of disruption impacting occasions, production and personalisation initiatives are changing the alcoholic drinks industry to the core. What does the future hold?
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
As innovation cycles accelerate ever further, alcohol is hesitantly adopting a post-traditionalist direction. Heritage, nostalgia-tinged launches, premiumisation and flavour sophistication remain relevant but they also evolve.
A transition away from intimidating and perplexing technical, varietal or jargon-filled descriptors and towards narrative-orientated offerings will become key.
Acknowledging drinkers’ sweeter palates on the one hand and their demand for healthier alternatives on the other will lead to products focusing on decadent indulgence and non-alcoholic alternatives catering to a wide range of occasions.
Cannabis remains the proverbial big “green” elephant in the room. Its gradual legalisation in the US and Canada has the potential to massively disrupt the alcoholic drinks industry and a symbiotic instead of an antagonistic relationship is the best strategy moving forward.
Intoxicating technological developments offering personalisation, mixing, blending, convenience, experimentation and connectivity opportunities will change the industry’s occasions, positionings and drinking rituals.
From video games universes to the ascent of VR and AR technologies, the old binary focus on off- and on-trade appears to be obsolete. Branding and experiential marketing campaigns will shift beyond the purely physical realm.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.