In 2020, IWSR Drinks Market Analysis reported that global beverage alcohol consumption was not expected to rebound to pre-pandemic levels until 2024. Here we are; but while we await actual figures, there’s no denying both the surge that certain beverage categories have experienced since the pandemic began, alongside a marked shift in consumer behavior and consumption.
In recent years, the spirits category has seen the growth and development of celebrity-backed brands, the rise of non-alcoholic spirits, and an expansion of transparency, sustainability, and diversity initiatives, not to mention the many established and premium brands entering the ready-to-drink space. In 2023, the beverage industry continued to capitalize on all of these trends, while reckoning with lingering supply chain issues.
But bigger changes are coming. With nearly half of Gen Z reaching the legal drinking age by the end of 2024, the years ahead will be dynamic, as this younger generation’s value system begins to shape the course of spirit and cocktail consumption.
East Imperial plc (LON:EISB), founded in 2012, produces and markets a line of branded premium mixers that sell throughout APAC, US and EMEA. The company was founded on the philosophy of creating products defined by heritage, tradition and authenticity.
