1. Introduction

2. Consumer trends: what behaviors are influencing demand for alcoholic beverages

3. Innovation trends: how brands are responding to evolving consumer needs
"Better-for-you" alcohol
Climate uncertainty and turbulent sustainability
Extreme craft evolution
Hybrid beverages: the arrival of coffee
Augmented reality (AR)

4. Looking ahead: future innovation opportunities in alcoholic beverages
Appendix

Companies Mentioned
- Treasury Wines Estates
- Diageo
- Pernod-Ricard
- Asahi Breweries
- Heineken
- Carlsberg
- Flying Embers
- Trash Tiki
- Full Sail Brewing Co
- Lagunitas Brewing Co
- Sipsmith
- Wiley Roots
- Mast-J├Ągermeister SE
- Patron