1、2026 beverage outlook:how consumers are shifting preferences and demanding morePhoto by KearneyLike many industries,the global beverage industry stands at an inflection point,buffeted by macro-economic volatility,changing consumer priorities,disruptive technologies,and a rapid evolution in routes to

2、 market.And,like the leaders of other industries,beverage company executives are being asked to make hard choices today and will be called on to make even harderor at least more complexchoices tomorrow.The difference is in the magnitude of the consequences of those decisions,which will either usher

3、in a new era or spell the end of certain beverage categories.12026 beverage outlook:how consumers are shifting preferences and demanding moreThe devil is partially in the demographics.Persistent inflation and shifting lifestyles have driven consumersespecially younger consumersto rethink their relat

4、ionship with both alcohol and non-alcoholic drinks.The result is a new market,one that is both price-conscious and willing to pay a premium for authenticity,innovation,and health-oriented and experiential products.Also,thanks to the broader digital market,these same consumersand their parents and gr

5、andparentshave come to expect that their favorite beverage should be available anytime and anyplace,forcing companies to rethink and redesign traditional distribution models.Countering and,from a competitive point of view,compounding these challenges are new technologies such as machine learning(ML)

6、and artificial intelligence(AI),capable of using fact-based analytics to monitor real-time purchases,identify trends on both a micro and macro market level,innovate in more targeted ways,speed up and shorten beta testing,and execute at speed across multiple channels.There is no,nor will there ever b