According to our 2016 Audience Survey, 80% of adults are making some effort to drink less. So it’s in any alcohol brand’s best interest to grasp a thorough understanding of in which direction their preferences are going, in order to move with them and remain in their favour.

Global early adopters aren’t just hoping brands will incite change and stand up for something real, they’re damn well demanding it – 77% of our Audience believe that big brands have a moral obligation to improve the world. And with so much brand and product choice, integrating equality and justice into brand practices aren’t just a nice addition to a company – they’re key tenets.

These industry shifts aren’t solely down to the changes in opinion of our global early adopter but a response to the world which they inhabit, too. A fast-changing nightlife scene – for better or for worse – has opened up new avenues that alcohol brands must explore. As nightclubs close at a rapid rate, so-called third “chameleon” spaces become vital new territory for any company that has a stake in the drinks industry.

Welcome to The Drinks Report, and the five key trends that are defining the sector.