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.
As companies adapt to emerging consumer ecommerce expectations for the category, new and established brands alike are going to have to prioritize agility across their business models, products and marketing strategies. Let’s take a deeper dive into some of the major shifts setting the stage in the adult beverage category in 2022 and beyond, as well as the brands that are leading the charge.