Premium is being redefined. Nostalgia is selling. And flavour is no longer the only sense that matters.

Martin Pasco, Principal Analyst at Mintel Food & Drink, unpacks the three themes reshaping alcoholic drinks over the next few years, and what they mean for brands looking for growth in a crowded market.

What you’ll take away

  • What “premium” means now that consumers have stopped paying for the old version of it
  • Why heritage and craft are back, and which categories are cashing in
  • The spirits winning over younger drinkers, and where they came from
  • How texture, colour and scent are becoming the new points of difference

Plus the wider forces, from nostalgia to AI, quietly redirecting the category.

Presenters
Martin Pasco
Global Associate Principal Drinks Analyst
Martin has over 20 years insight experience on both the agency and client sides of the marketing industry. As a Mintel Associate Principal Drinks Analyst he writes opportunity stories for Mintel subscribers on alcoholic and soft drinks. He also contributes to trade press articles about alcoholic drinks, and speaks at industry conferences. Prior to Mintel he spent 10 years in global clientside consumer insight roles, and ran his own insight consultancy. He has a post-graduate degree in Marketing Management from the British Chartered Institute of Marketing.
Tábata Meyer
Business Development Director EMEA
Tábata has been with Mintel for 10 years, with extensive expertise in helping FMCG companies across both B2B and B2C leverage Mintel’s data and insights to successfully develop and launch products.
  • Americas
  • EMEA
  • Food and Drink
On-demand(September 22nd, 2026)
Webinar

Related Mintel events

Americas Beauty and Personal Care EMEA
[Webinar] From Protection to Resilience: The Next Big Opportunity in Skincare
On-demand Online
[Webinar] From Protection to Resilience: The Next Big Opportunity in Skincare

17th September 3pm BST, 9AM CDT SPF defined skin protection for decades. But consumer demand has moved on.  …

Discover more
Packaging
2026 Global Packaging Predictions
On-demand Online
2026 Global Packaging Predictions Webinar – EMEA

A Mintel Webinar on the Future of Sustainable Packaging Recycling was meant to close the loop. Instead, it’s exposing…

Discover more
Americas EMEA
Mondelēz International State of Snacking 2026
On-demand Online
Mondelēz International State of Snacking 2026

How Consumer Expectations Are Redefining the Category Went live on: Wednesday, 22nd July 2026

Discover more
Americas EMEA
The Next Billion-Dollar Soda?
On-demand Online
The Next Billion-Dollar Soda?

Tuesday, August 18th, 2026 Presented by Mintel experts Alex Beckett and Chirs Todd, with moderation by Natalia Welch. The…

Discover more
Americas
[Webinar] The Future of American Lifestyles
On-demand Online
[Webinar] The Future of American Lifestyles

This webinar will look at the consumer market through the lens of America’s evolving social dynamics. At a broad…

Discover more
Food and Drink
The Future of Non-Alcoholic Drinks
On-demand Online
The Future of Non-Alcoholic Drinks

The pace of change in the world of soft drinks is showing no signs of slowing. New flavours, functions…

Discover more
EMEA Food and Drink
ProWein 2026 – Know Your Competition: What Wine Can Learn from Soft Drink Success Stories
On-demand Online
ProWein 2026 – Know Your Competition: What Wine Can Learn from Soft Drink Success Stories

At ProWein 2026‘s Agora Stage, Mintel Principal Strategist Alex Beckett explores how the soft drinks category…

Discover more
Advertising and Marketing Beauty and Personal Care Retail
Webinar: The Future of British Lifestyles
On-demand Online
Webinar: The Future of British Lifestyles

Consumers today are more connected than ever before. Social media and other digital communications innovations mean friends and family, brands and…

Discover more