At ProWein 2026‘s Agora Stage, Mintel Principal Strategist Alex Beckett explores how the soft drinks category is evolving to meet shifting consumer expectations — from strategic flavour innovation and wellness boosts to planet-friendly production and purpose-led branding.
Using Mintel’s latest consumer and launch activity data, Alex will outline how wine and spirits producers can take inspiration from these learnings from the competition, to strengthen their own consumer connection and relevance.
- EMEA
- Food and Drink
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