The global spirits industry is experiencing a fundamental recalibration, where long-held assumptions about consumer behavior, premiumization, and market dynamics are being challenged and redefined in real-time. As we move into 2026, industry leaders are grappling with a paradox: overall alcohol consumption is declining across key categories, yet spirits continue to gain value share through persistent premiumization, even as economic pressures reshape purchasing patterns in unexpected ways. These Bar Convent Berlin presentations offer essential perspectives from some of the industry’s most influential voices, revealing both the structural shifts and emerging opportunities that will define success in the year ahead.
Pernod Ricard on 2026 Spirits Trends: Why Premiumization is Here to Stay
Julien Hémard, CEO of Pernod Ricard Northern Europe, dives into the six critical questions defining the European “seepscape” in 2026. Despite economic shifts, Hémard argues that premiumization is a permanent fixture of the industry, driven by a “drink less, but drink better” consumer mindset. Discover why beer and wine consumption are down 40%, but spirits value is climbing, and learn why the over-60s demographic is the most undervalued opportunity in beverage alcohol today.
The Key Trends in the 2026 Alcohol Market
Giuseppe Gallo, Founder and CEO of Italspirits, shares a masterclass on navigating the “bumpy” but opportunity-rich landscape of the 2026 alcohol market. From the massive category switch from high-proof Gin to the low-ABV Spritz, to the rise of Asian-inspired umami and matcha flavor profiles, Gallo provides a data-driven look at what the new generation of drinkers is searching for in this alcohol market. Learn about the challenges of portfolio rationalization in the U.S. distribution tier, why sustainability must move beyond a “PR angle” to be a core brand value, and why the M&A strategies of major beverage giants have completely shifted in the last 24 months.
The $40 Billion Market: Strategic Insights for U.S. Spirits in 2026
The U.S. spirits market is an enormous $40 billion opportunity, but success in 2026 requires more than just adapting a European approach. Emmett Strack, Manager of Content and Marketing at Park Street, provides an insider’s look at the American landscape. Learn how female consumers (21-34) are fundamentally reshaping dynamics, why the RTD revolution is on track to hit $2.1 billion by 2030, and why states like Nevada and New Hampshire outpace giants like California.
5 Opportunities in the Shifting Global Alcohol Market
Is the global alcohol market facing a structural or cyclical crisis in the alcohol industry? At Bar Convent Berlin, Spiros Malandrakis, Global Head of Insights at Euromonitor International, argued that it’s a “cocktail of both.” Spiros explores the five qualitative trends defining the landscape. Discover why polarization is replacing traditional premiumization, how consumers are “trading across” categories to maintain quality on a budget, and why domestic specialties are winning through emotional resonance.
More Resources on the State of the Industry
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