Friday, 7 August, 2026
The Drinks Business, Jessica Mason
According to the research, which was pulled together by Ipsos and IWSR and commissioned by AB InBev, drinking behaviours are evolving, but the category remains resilient. In fact, in some areas, it is showing itself to be extremely versatile and is moving to shape into something close to what consumers are seeking.
Ipsos global head of trends and foresight Jennifer Bender said: “Consumers’ preferences are evolving, but the alcohol category remains resilient and deeply embedded in social and cultural occasions. This research provides a clear view of the forces shaping future consumption and the opportunities emerging as consumer expectations continue to evolve.”
Gen Z engagement is increasing
According to the IWSR global database 2026 which is cited in the white paper, it can be seen that total alcohol consumption volume remains more than 30% above 2000 levels, even as global per-capita consumption has declined in recent years. Plus, the IWSR Bevtrac 2026 data referenced in the research also showed that, today, 76% legal-drinking-age adults drink alcohol, with Generation Z engagement increasing.
Click HERE to read the full article.