2024 REALITIES & 2025 OPPORTUNITIES IN ALCOHOL

The Beverage Alcohol industry is at a crossroads.

While alcohol has long been the go-to for socializing and unwinding, it is now facing a sobering reality: people are drinking less. As we will explain, this is due to trading up in price, the moderation trend driven by Gen Z and aging Baby Boomers, and other competitive alternatives emerging. With consumers focusing on health and watching their wallets, the once-reliable “cheers” moment is shifting.

So, where does alcohol fit in a world where ‘low and no’ drinks are stealing the show? The future is all about innovation strategy. Whether it is crafting new experiences, tapping into wellness trends, or redefining what “grabbing a drink” means, alcohol brands need to adapt to better meet today’s consumer needs.

Upland and Bump Williams Consulting partnered on this white paper, diving into the disruption impacting consumer demand and providing insights to help industry leaders plan for 2025 and beyond.

READ THE FULL white paper PDF here

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FOr more information:

Read here how we help brands map future trajectory and identify growth opportunities in quickly evolving markets.

Reach out to Jackie Holliday at jacqueline.holliday@go-upland.com to learn more.