Why brands that listen, evolve, and stay human will lead the next era of drinks

What does it mean when a room full of drinks experts, marketers, founders, and brand builders gather to discuss “The Death of the Drinks Industry (As We Know It)”?

At first glance, the title might sound ominous. But what unfolded at Marketing Mixer Scotland was anything but bleak. It was a vibrant, future-focused conversation — one full of energy, honesty, and optimism about where the industry goes from here.

In Glasgow, we brought together four brilliant voices from across the drinks world — Rebecca Hamilton (Big Brand Love), Paul Crawford (Panther Milk), Hazel Berryman (White & Mackay), and Stuart McKenzie (C&C Group) — to explore the big shifts reshaping how people engage with drinks today.

The mood in the room? Not mourning — but momentum.

Because what we’re witnessing isn’t decline. It’s reinvention.

The old rules are being questioned. The old playbooks are wearing thin. And a new generation of drinkers — more values-led, more conscious, more connected — is calling brands to evolve.

The drinks industry isn’t dying. It’s just being rewritten.

So: what needs to go? What deserves to stay? And what bold new ideas should brands be building toward?

Here are the five shifts we discussed will define the future.

1. PREMIUMISATION ISN’T DEAD — IT’S JUST GROWN UP

Once upon a time, “premium” meant a heavy bottle, a touch of gold foil, and a price tag to match. But as Rebecca Hamilton put it, today’s consumers want more than a high price — they want authenticity, craftsmanship, and emotional value. 

“Premium doesn’t have to mean exclusive,” she said. “Accessible luxury is real.”

Hazel Berryman agreed: “Luxury is subjective. For some, it’s a £250 whisky; for others, it’s a canned cocktail on a Friday. The key is relevance.”

Premiumisation has evolved. It’s not about charging more — it’s about delivering more meaning. The job for drinks brands today is to define premium on the consumer’s terms, not their own. What feels like a treat to someone must reflect their lifestyle, values, and cultural context — not a marketing label.

Stuart McKenzie took this further by pointing out that, in categories like beer, pricing legislation like Minimum Unit Pricing in Scotland has already blurred the lines: “When do we stop calling it ‘premium’ beer and just call it beer?”

2. GEN Z ISN’T DRINKING LESS — THEY’RE DRINKING SMARTER

Gen Z’s relationship with alcohol isn’t about abstinence. It’s about intentionality.

As Paul Crawford explained, it’s not demographics that matter anymore — it’s psychographics: values, mindset, and occasion. Gen Z chooses brands that reflect who they are, not just what they drink. They’re more likely to choose a drink based on how it makes them feel, how it aligns with their identity, and whether it fits the moment they’re in.

This requires a total mindset shift for legacy brands. No longer can marketing rely on frequency or heritage. Now, every interaction must feel personal, purposeful, and emotionally relevant.

Hazel made a powerful point about visibility and inclusivity: “If younger people don’t see themselves or their values in your marketing, why would they engage with your brand?” The old “aspirational” brand cues no longer apply — real connection beats polished aspiration every time.

3. WELLNESS ISN’T A TREND — IT’S A LIFESTYLE DRIVER

The growth of low and no-alcohol isn’t a passing fad. It’s a structural shift in consumer behaviour. At the panel, 55% of the 100+ audience voted it the most important trend shaping the industry’s future — more than AI, sustainability, or DTC. That says everything. 

“We’re not just selling drinks anymore,” said Stuart. “We’re selling how people feel when they choose to drink — or choose not to.”

Paul described how Panther Milk shifted from a dairy base to oat milk in response to consumer feedback. It wasn’t about trend-chasing — it was about listening.

The opportunity in wellness is not simply to “go low” — it’s to add value. Add balance. Add functionality. Add joy.

Consumers today are drinking to relax, focus, socialise or unwind — but they’re doing it on their terms. Drinks brands need to understand those emotional and functional needs and innovate accordingly. Whether that’s a mindful G&T alternative, a CBD-enhanced cocktail, or a social ritual without alcohol, the goal is the same: create something that belongs in modern lifestyles.

4. TECH IS A TOOL — BUT HUMANITY WINS

From AI and DTC to personalisation and digital retail, technology is undeniably reshaping the drinks landscape. But as Rebecca said, “AI should make us more human, not less.”

Hazel shared how White & Mackay are building premium online gifting experiences — using data and storytelling to evoke the same richness and care consumers expect from luxury spirits, even in a digital format. 

Meanwhile, Panther Milk is proof that small brands can use real-world events to drive digital sales. E-commerce isn’t just about pushing products; it’s about connecting storytelling, channels, and consumer journeys into a cohesive ecosystem.

The panel emphasised that many drinks brands overlook the “consideration” phase of the purchase journey. It’s not enough to build awareness or show up at shelf — brands need to capture hearts before consumers ever reach the point of sale. To do that, they need strong digital foundations — seamless data, smart retargeting, clear consumer flows. And above all, they need stories that resonate.

5. GREAT STORIES STILL WIN

Despite all the innovation, storytelling remains the most powerful tool in a brand’s arsenal. Not the heavily scripted kind. But the kind that shows real people, real rituals, real moments.

“Drinks bring people together,” said Stuart. “That hasn’t changed. But how we show up for those moments has to.”

Whether it’s the provenance of a whisky, the purpose behind a functional drink, or the communities built around craft beer or RTDs, it’s stories — not specs — that drive emotional connection and long-term brand equity.

WHAT ELSE IS COMING?

Beyond the panel, here are a few additional shifts worth watching:

→ New Occasions & Rituals

The traditional “weekend unwind” is no longer the dominant drinking occasion. Instead, consumers are drinking across new moments: post-gym catchups, mindful brunches, low-key Monday night rituals. The lines between functional, social, and emotional drinks are blurring fast. 

Brands like Trip and Three Spirit are riding this wave — offering mood-enhancing, non-alc options that feel grown-up, but purpose-built for specific states of mind. Drinks are becoming more than flavour — they’re tools for how you want to feel.

There’s a wide-open space for traditional drinks brands to explore this territory. The question is: can they build products and narratives that earn their place in these modern moments?

→ Format Innovation

Premium no longer just comes in a bottle. It comes in a can, a Tetra Pak, a digital experience. Panther Milk’s shift into more sustainable packaging is a clever example — their oat milk-based cocktail now lives in a distinctive carton that stands out on shelf and cuts cost and emissions.

Meanwhile, high-end whisky brands like Dalmore are leaning into personalised gifting and luxury DTC packaging — proving that premium can live in the unboxing experience, not just the liquid.

And then there’s Huel — not a drinks brand in the traditional sense, but one that’s reshaped expectations by combining convenience, nutrition, and community. What can the drinks industry learn from that playbook? 

→ Local vs Global Tension

In a world of global giants, local authenticity is more valuable than ever. Tennent’s success in Scotland isn’t just about the product — it’s cultural capital. It’s how they speak like a fan during football season. It’s how they show up in language, humour, and rituals people recognise.

At the same time, global drinks brands are still chasing scale — but they’ll need to get sharper at localisation. That means more than subtitled TV spots. It’s about adapting tone, rituals, occasions, and even formats to different cultural contexts.

One size fits no one. Especially now. 

→ Hybrid Retail

How and where we buy drinks is shifting. The old assumptions about grocery dominance are being challenged by DTC innovation, premium e-commerce, and a new generation of independent on-trade venues who are curating for niche needs — low-alc, ethical, functional, heritage.

There’s also a growing opportunity in hybrid retail — physical experiences powered by digital insight. From distillery experiences to pop-up sampling to QR-enabled storytelling, brands that connect across platforms will build stronger memory structures and higher loyalty.

SO… IS THE DRINKS INDUSTRY DYING?

Not at all.

But the playbook is.

The belief that premium means expensive. That heritage alone builds brand love. That Gen Z will eventually drink “like we used to.” These assumptions are fading — fast.

What we’re seeing instead is a rebirth. One rooted in creativity, humanity, and modern relevance. A world where drinks don’t just taste good — they mean something. Where brands earn attention, rather than assume it. 

And where storytelling, innovation, and emotional intelligence matter more than ever.

THE CALL TO ACTION: REINVENT, DON’T RETREAT 

If you’re a marketer, innovator, or brand leader in drinks, here’s the opportunity:

• Rethink what “premium” really means for your audience

• Use tech and data to enable storytelling, not replace it

• Build a marketing-first culture that listens deeply

• Invest in emotional relevance, not just distribution

• Get closer to the modern drinker — and move with them

This isn’t the death of drinks. It’s the start of it’s great reinvention.

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