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

September 22nd, 2026

3:00 PM - 4:00 PM, BST time

Webinar

Related Mintel events

Asia Food and Drink

September 16th, 2026 , Indonesia

Mintel at Fi Asia Indonesia 2026

In this forward‑looking speech, Mintel Associate Principal Heng Hong Tan explores the emerging trends set to shape the future of non‑alcoholic drinks in Southeast Asia — from functional benefits and protein‑led innovation to culturally rooted wellness and multisensory experiences.

Discover more

Americas Beauty and Personal Care EMEA

September 17th, 2026 Online

From Protection to Resilience: The Next Big Opportunity in Skincare Webinar

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

Discover more

Beauty and Personal Care Ingredients, Flavours and Fragrances

September 23rd, 2026 , Brazil

in-cosmetics latam 2026

Discover the trends shaping the future of beauty and personal care September 23–24, 2026São Paulo, BrazilExpo Center Norte…

Discover more

Advertising and Marketing Americas

October 5th, 2026 Denver, United States

TMRE – The Market Research Event 2026

Join Mintel at TMRE Mintel is excited to exhibit at The Market Research Event, taking place October 5-7, 2026…

Discover more

Beauty and Personal Care EMEA

October 16th, 2026 Berlin, Germany

Mintel x SEPAWA 2026 – What Makes Science Feel Credible?

Join Susanne Krenz, Director of Beauty, Personal and Household Care at Mintel, at this year’s SEPAWA Congress in Berlin.

Discover more

Asia Beauty and Personal Care

November 3rd, 2026 , Thailand

Mintel at in-cosmetics Asia 2026

Across two keynote sessions at the Marketing Trends Theatre, Mintel will explore how evolving consumer needs, wellness expectations, advanced science and category innovation are shaping the next stage of beauty and personal care in APAC and beyond.

Discover more

EMEA Food and Drink Ingredients, Flavours and Fragrances