“An optimistic forecast in out-of-home alcoholic drink consumption is expected as the sector has witnessed a rapid bounce back following increasing spending on eating out in 2023. Besides this, an attitudinal shift towards ‘drink less but better’ has been observed, indicating brands need to position a quality taste profile as the backbone of product premiumisation; meanwhile, marketing messages focused on lower-ABV and smaller format will further help to keep consumers engaged.”
– Marta Zhang, Senior Research Analyst
Key issues covered in this Report
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