Resilient for tomorrow
The spirit of conviviality is both timeless and universal, with tastes, rituals and social norms constantly evolving. Our growth depends on understanding and responding to this changing landscape, innovating to meet new possibilities and remaining resilient through the evolving dynamics of our markets.
The trends we monitor reflect a world in constant transition. Premiumisation as a mega-trend reflects the rise of high-income consumer segments particularly in emerging pockets of affluence, while the growing economic power and influence of women increasingly positions them as key growth drivers across categories. These pages present trends that are defining today and anticipating tomorrow.
Premiumisation
Premiumisation continues to shape the beverage alcohol landscape - though with local disparities across markets and price tiers. In many mature markets, overall growth may appear to be slowing. However, within the overall trend lies a fascinating countertrend: at the super premium price tier and above (spirits that cost more than USD 30.50 or equivalent per 75cl bottle), sales continue to grow. In fact, volume and value at the super premium-and-above price tier have been persistently growing for the last 20 years.(1) And while premium has arguably become standard in some markets, others such as South Africa and India show steady premiumisation trajectories, presenting significant growth potential. In South Africa, the “premium and above” market grew in volume by 2% (CAGR) in the first half of 2024, while the “standard and below” declined by 1%.
Istanbul, Türkiye