The New Rules for Today’s Adult Beverage Category

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.