Growth Spaces Quarterly eBook:

What Next for Alcohol?

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.

And much more!

Andrew Wardlaw

Andrew Wardlaw
Chief Ideas Officer | MMR

Get a taste of the eBook 👇🏻

 

 

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"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
Chief Ideas Officer | MMR

Impact Makers Podcast 

The product obsessed marketing podcast that’s storming the charts.

Episode 12: What Next for Alcohol? 

If alcohol wants to stay relevant, it must do more than taste good, it must bring people together. As global alcohol volumes decline, Andrew and Caitlin ask: what’s next? Featuring insights from Heineken, Westbound & Down Brewing, and Seedlip’s inventor Ben Branson, this episode explores how brands can reimagine alcohol’s role for a new generation. From premium beers and bar-quality cans to pioneering no & low innovations, discover how the industry can regain it's relevance with more purposeful, social, and sensory experiences. 

Episode 6: Spirits, Scoops, and Surprises – The Extended Cut

In this holiday special, Andrew Wardlaw and Caitlin McLean explore seasonal product innovation, TikTok trends, and sensory surprises. From festive highlights like M&S’s Mince Pie Liqueur to adventurous ice cream flavors in China, this episode uncovers how brands are captivating consumers. Featuring insights from Three Spirit’s Dash Lilly and MMR’s global team, discover how sensory science and creativity are reshaping the holidays. Perfect for product aficionados seeking inspiration this season!

 

 

Unlock all 16 Growth Spaces. Schedule a free briefing. 

If you're looking to accelerate innovation and maximize return on your investment, we’re here to help. Let’s build what’s next.​

 

"The biggest risk for alcohol brands is inertia. Those that act on these insights now will shape the future of the category, while others risk becoming background noise."

Andrew Wardlaw
Chief Ideas Officer | MMR