Read the full report Innova’s Beer – Global
May 27, 2026 – Demographic changes and economic headwinds have combined to put the alcohol industry and beer, its leading category, on the defensive. To adapt to combined forces, brands must continue adjusting their approaches to brewing and marketing beer. One approach in progress is to shift focus from high-alcohol premium beers toward more sessionable ones that fit young consumers’ approach to socializing and are better positioned to compete with non-alcoholic options both within and beyond the beer category.
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