The scene: The pandemic tested every trend in play:
Seltzer was done validating concept, and flirting with the boundaries of domination. Since March, 2020, seltzer sales have continued to soar.

 

The key questions:

  • Is the seltzer rise short-term or secular?

   •. What's driving this fast-twitch taste change?
   • 
How do the industry leaders - and historically popular tastes - fit in?

So: The ALCOHOL, tomorrow report studies the key shifts unspooling in the alcohol market. Find out what drinks are most popular in 4 distinct settings, what's winning the exposure wars, and who's breaking through in a commercial battle royale.

...And finally: this report includes our Future of Alcohol Rating and an explainer on the methodology that guided its creation.

Read the report

View the data

The skinny can revolution

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