What the Redefinition of Drinking Means for Innovation Pipelines

As drinking becomes more intentional, innovation pipelines are under new pressure—not to move faster, but to move smarter. The rise of non-alcoholic beer, alcohol-removed wine, mocktails, functional beverages, and alternative formats has not created a single new category. It has created a landscape of adjacencies, each serving different moments, motivations, and risk profiles. That complexity … Read more