Understanding the intersecting forces of economics, wellness and purpose will allow beverage alcohol companies to better anticipate future trends and innovations

From adaptogens to nootropics, alcohol-free to CBD:understanding America’s thirst for feel-good beverages. Article written for the June 2024 issue of Global Drinks Intel.

"Alconomics 101 Proof” panel that looked at economic factors, buying trends and consumer attitudes toward beverage alcohol.

Factors Shaping Present and Future Drinking Trends: Our consumption patterns have undergone a transformation, both in terms of quantity and quality, alongside an unparalleled surge in cross-category beverage innovation. 

Gen Z makes up one-third of the global population. Who is Gen Z and how are they different than previous generations? Analysis on their characteristcs, shopping behaviors, what brands need to consider, and insights as why they are drinking less.

In recent years, Dry January has garnered a significant cult-like following. In the wake of the December holiday indulgence, the dedicated sober month is nothing new, however, with the growing sober-curious movement, Dry January is more popular than ever

BEVNET Spirits Track: RTD Cocktail Data Share: The Numbers Behind the Growth - Brandy Rand offers a comprehensive data set on the growth, value, use cases and challenges facing the fast-growing RTD cocktail category. A must for brands, buyers, suppliers, and investors alike.

The gang at Beer Business Daily's Beer Net radio speaks with data guru Brandy Rand, chief strategy officer at IWSR, on our Super Bowl ad takes, rise of spirits and RTDs, how Gen Z drinks, and what are borgs?

“Innovate like your life depends on it. Don't be resistant to change; pay attention to the consumer, even if it's not your consumer. There are evolving pressures you have to be aware of...Look outside of what you think you know, to other industry trends so you can really see the bigger picture."

“Moderating alcohol consumption, avoiding the effects of drinking alcohol as well as staying in control are becoming increasingly important for both no- and low-alcohol drinkers,”

We’re currently experiencing the biggest boom there has ever been with bourbon. But is it going to be overshadowed by the seltzer movement? Brandy Rand, who specializes in drinks analysis and trends, provides a scientific view as well as reality check on where the market is moving

Categories, channels and consumer occasions are blurring more than ever. What does this mean for the future of the on-premise?