The New Rules for Performing in Today’s Adult Beverage Category

This is just the beginning of a deeper evolution—one driven not just by new competition but by new business and partnership models

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The adult beverage category is in a state of disruption, with the implications of evolving consumer demographics having been greatly exacerbated by two years of pandemic-altered habits. Today, the youngest generation of adult beverage consumers is discovering, buying and consuming spirits in entirely new ways, while older generations are expanding their horizons and altering their own habits as well. The implications for the marketing of adult beverages going forward are profound.

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