You, Me & CPG by Haines · 2026-02-18 · 1h 2m
Is 2026 The Year Alcohol Roars Back? The headlines spell the end for booze: Executive departures, decline, doom. The true story? It’s much more nuanced. In pockets, alc is flying. Gen Z participation is up. Spend is up. Dry Jan was the 'wettest' since 2014 according to The Times. What’s clear - growth is up for grabs - if brands get it right. Our latest pod challenges the doomsayers with a dose of confidence. Last episode, we looked at the future of drinking through the no & low lens (thanks to Botivo’s Imme Ermgassen and Club Soda’s Laura Willoughby!) This time, Booze fights back with an elite corner: MOTH Drink’s Rob Wallis, Paul Thomas, formerly of Diageo, Asahi and Suntory, and Tristram Coates of GHF. This episode covers why: Alcohol brands need to get their fun back Premiumisation has become too prevalent ‘Share of entertainment’ is the new ‘share of throat’ Brands are missing a trick by not supporting the on-trade enough We hope you enjoy listening. Paul Thomas: Tristram Coates: Rob Wallis: Jamie Holtum: Haines:
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