Competitor Strategies in Alcoholic Drinks

September 2025

As the global operating landscape continues to darken , how do keep players navigate cyclical and structural headwinds and what are the strategies to overcome the ongoing, multilayered crisis ?

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Key findings

From investments to divestments

As the craft and micro segments lose steam and with no clear, major consolidation targets on the horizon, trimming the fat and divesting non-core assets becomes a priority against the backdrop of a cocktail of structural and cyclical challenges.

A potent, bitter cocktail of cyclical and structural issues

As the hoped for bounceback fails to materialise and the industry is facing a perfect storm, cost- cutting initiatives, streamlining operations and a focus on strategic priorities and most iconic brands becomes key.

(Some) emerging markets provide a counterweight to mature market travails

While the global market remains overall subdued, simmering sparks of potential can still be found amongst the gloom. India retains its position as a flagbearer of growth, while Southeast Asian and Sub-Sahara African markets also provide hints of optimism.

RTDs to the rescue?

Inherently volatile and consistently embracing change, innovation and radical experimentation, RTDs are rising as one of the unlikely heroes driving growth in an otherwise challenging global alcohol market. Embraced by major brewers and spirits key players alike, the segment will remain a strategic priority tackling convenience, affordability and versatility demands across the board.

No/Lo: A paradigm shift, a challenge and an opportunity

Even though the shifts towards moderation, sober curiosity and mindful drinking continue taking a toll, they also provide unique opportunities to expand penetration rates, occasions and equity by entering adult no/lo alcoholic drinks or experimenting with lower ABV formulations.

Deciphering regional fragmentation levels
Key findings
Companies at a glance
M&As take a backseat as divestments accelerate
Under pressure: Developed markets feeling the full weight of macro pressures
Deciphering active category shares
Crowded at the top?
The future, through a looking glass: Steady as she goes?
Corporate strategies landscape: A view from above
A toxic cocktail: Tariffs, geopolitical tensions and climate change
Market volatility: Cyclical pressures mount
Leadership commentary and signals: Navigating turbulent seas
Weight loss drugs and alcoholic drinks: Storm in a beer glass or the great disruptor?
Inherent resilience against the tides of crisis
Guinness: A stout pushback against stagnation and sobering headwinds
RTDs: The key escape valve against both cyclical and structural pressures?
Mindful drinking: A structural paradigm shift and an intoxicatingly sober future?
Projected company sales: FAQs

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

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