July 15, 2026 – Europe is a stronghold for alcoholic drinks, home to many of the highest per-capita consumption rates in the world and representing 45% of global launches. However, the category faces many challenges – most importantly the health impact of drinking and the rise of a new generation of more moderate drinkers. This report discusses macro themes, consumer drivers, market dynamics, brand strategies and new product launch trends, while also spotlighting innovation examples. Within a top-line summary of trends and drivers, it also pinpoints potential what’s next opportunities in alcoholic beverages.
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