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Canned and ready-to-drink beverages are booming. Consumers today increasingly want drinks that fit their on-the-go lifestyles, from single-serve wines to canned cocktails. The convenience factor is paramount – people grab beverages for picnics, festivals, or just casual weeknight enjoyment without the fuss of corkscrews or cocktail shakers. Cans deliver that ease while also offering sustainability benefits, being lightweight and highly recyclable. Brands are responding by investing in canned formats and ready-to-drink (RTD) lines. In fact, ready-to-drink beverages remain one of the few alcohol segments still seeing consistent growth, even as overall alcohol volumes stagnate. RTDs have expanded to about 3.5% of total beverage servings in major markets (up from just 1.1% in 2014), and they continue to outpace traditional categories in growth.
From a brand strategy perspective, embracing alternative packaging like cans can open up new consumption occasions and customer segments. For example, a premium wine brand might launch a line of elegant 250ml canned wines to target younger consumers seeking quality and portability. Collaborations between producers and packaging specialists are accelerating – Kingsland Drinks’ partnership with upstart brand Vinca to can organic Sicilian wines in 187ml and 200ml formats is one such case. The early results are promising: Vinca’s canned wines are now served on airlines, cruise ships, and at stadiums, proving that consumers will enjoy quality wine from a can when it suits their activities. The key for brands is ensuring that moving to convenient formats doesn’t compromise the drinking experience. Many are investing in canning technology that preserves flavor and freshness, and using eye-catching can designs to maintain premium brand image even in a casual format.
The “sober-curious” movement that began with younger generations has evolved into a mainstream consumer shift toward moderation. Not long ago, low- and no-alcohol (“no/low”) beverages were niche products; in 2026, they are firmly in the spotlight across age groups. Millennials and Gen X are now as likely as Gen Z to seek out no/low options for health or lifestyle reasons. This trend is backed by hard data: recent analysis shows a clear contrast between booming no/low categories and weakening demand for full-strength alcohol. In the U.S., for instance, volumes of traditional high-ABV drinks fell slightly from 2019–2024, while no-alcohol alternatives surged by an astonishing 28% (CAGR) in the same period. Globally, the top 10 beverage markets saw double-digit growth in no/low volume in 2024 (+13%), adding tens of millions of new no/low consumers.
Critically, this shift isn’t about giving up alcohol entirely – it’s about balance. Today’s consumers might enjoy a craft gin on one night and a quality alcohol-free spirit the next. Brands are learning that no/low products must deliver a full-flavor, authentic experience, not just be “missing” the alcohol. Quality and authenticity are paramount: drinkers expect a non-alcoholic gin to have the same botanical richness as the real thing, or a de-alcoholized wine to express varietal character. To meet these expectations, companies are leveraging advanced dealcoholization techniques and mixology know-how. Kingsland Drinks, for example, invested early in blending and bottling no-alcohol gin, rum, whiskey, tequila and wines using world-class technology to retain flavor. This technical expertise allows no/low brands to thrive on taste rather than novelty.
For brand owners, the rise of mindful drinking presents an opportunity to extend portfolios and capture new occasions. A spirits brand might introduce a non-alcoholic aperitif as a daytime option, or a brewery may offer a tasty 0.5% ABV beer for fitness-minded customers. Such extensions can attract health-conscious consumers without alienating traditional ones – so long as the branding emphasizes wellness, flavor, and social inclusion rather than implying that regular products are “bad.” Marketing needs to celebrate what’s in these drinks (natural ingredients, functional benefits, craftsmanship) rather than just the absence of booze. Done right, a no/low line can reinforce a brand’s quality credentials and broaden its community. As moderation becomes mainstream, every alcohol brand should assess its strategy for the no/low space, whether through in-house innovation or partnerships, to ensure they aren’t missing a growing share of consumers’ “social moments.”
Despite economic headwinds, consumers in 2026 haven’t given up on quality – but they are more value-conscious. This has given rise to what industry analysts are calling “premium value”: a desire for products that feel premium without the hefty price tag. Over the past decade, many alcohol brands rode the premiumization wave, introducing higher-priced craft spirits, single-vineyard wines, and small-batch brews. Now, with inflation pinching wallets, buyers are recalibrating. They still want a great wine or whiskey to elevate their evenings, but they’re actively seeking bang for the buck.
One strategy gaining traction is offering premium quality at accessible prices by optimizing production and logistics. For wine makers, this often means bottling in-market. Instead of shipping heavy glass bottles from Australia or California around the world, producers send bulk wine to be bottled closer to the consumer market. This significantly cuts costs (and carbon footprint) on transport and packaging, savings that can be passed on to customers. Importantly, it no longer carries the stigma it once did – improved technology and better communication have shown consumers that a wine bottled in the UK can be just as high-quality as if it were bottled at the estate. Kingsland Drinks notes that educating customers on the sustainability and cost benefits of local bottling is helping overcome outdated perceptions about quality.
A case in point is the Andrew Peace Australian wine brand, which pivoted to a value-focused strategy without sacrificing quality. By shipping wine in bulk and bottling in the UK, Andrew Peace wines could offer premium Aussie varietals at supermarket-friendly prices. Backed by a robust marketing campaign (even enlisting a celebrity chef for promotion), the brand saw explosive growth – UK sales volumes jumped over 40% year-on-year as of late 2025. This success underscores that consumers will reward brands that deliver “affordable luxury.” The wines garnered strong reviews and even a Good Housekeeping seal of approval, proving that accessible pricing didn’t equate to a drop in standards.
For C-suite marketing leaders, the takeaway is to redefine premium in line with current realities. Rather than pushing ever-higher price tiers, consider how your brand can add value to mid-range offerings. This could mean slightly simpler packaging (e.g. lighter bottles or alternative formats) while highlighting quality ingredients or heritage. Or it could involve adjusting bottle sizes – offering 50cl bottles or smaller formats at lower price points, so consumers can indulge in a high-end product without paying for a full 75cl. Premiumization isn’t dead; it’s becoming more purposeful. Shoppers will pay for what matters – be it a guarantee of sustainable sourcing, an award-winning taste profile, or an emotional connection – but they are scrutinizing the price-value equation more than ever. Brands that can communicate “why it’s worth it” in a credible way will retain customer loyalty even as budgets tighten.
In 2026, flavor innovation is accelerating as brands look to entice consumers with new experiences. We’re seeing a dual trend: on one hand, exotic and bold flavors from around the world; on the other, nostalgic or indulgent flavors that evoke comfort. Beverage developers report that yuzu, fig, and dragon fruit remain hot ingredients, riding the wave of globally inspired tastes and the wellness halo of superfruits. At the same time, there’s surging interest in flavors like black cherry, coconut, and even cream (think creamy sodas or dessert-like cocktails) which tap into a sense of indulgence and fun. This mix reflects consumers’ evolving palates – younger adults, especially, love to explore novel flavors but also appreciate the familiar done in a new way.
For spirits and cocktails, this means we can expect more creative infusions and limited-edition releases. Gin makers might experiment with yuzu and jasmine in a summer release, while RTD cocktail brands could roll out a toasted coconut espresso martini for the winter season. Importantly, flavor trends are crossing over between alcoholic and non-alcoholic sectors. The same dragon fruit or chili-lime that spices up a hard seltzer might appear in a booze-free sparkling water or a kombucha. This crossover suggests that flavor is a uniting force – whether a drink contains alcohol or not, consumers seek sensory excitement. Brands should leverage this by closely watching flavor trend reports and being ready to innovate quickly. Those first-to-market with a great-tasting beverage featuring an “it” flavor can capture outsized buzz (as seen a few years ago with the explosion of hard seltzers in every conceivable fruit flavor).
However, innovation must align with brand identity. A heritage whiskey brand, for example, won’t release a dragon fruit bourbon without confusing its base. But it might introduce a cocktail mixer or an RTD in partnership with a mixologist that incorporates trendy flavors subtly. Co-branding and collaborations can be smart ways to dip a toe into experimental flavors while borrowing credibility (e.g., teaming up with a famous pastry chef for a limited “chocolate cherry cordial stout”). For product developers, a key focus in 2026 is also on balancing flavor and function. With more consumers looking for better-for-you drinks, flavors like botanicals, ginger, or turmeric can signal health benefits. The bottom line is that keeping your portfolio fresh with new tastes – without veering off brand course – will be crucial for staying relevant and keeping consumers intrigued.
Sustainability has moved from a nice-to-have to a central requirement in the drinks business. Brands are not only feeling consumer pressure to go green; they’re also navigating new regulations that make eco-friendly packaging a business necessity. The UK, for instance, is rolling out Extended Producer Responsibility (EPR) laws that shift the cost of recycling and waste onto producers. Under EPR, companies will incur fees based on the type and weight of packaging they put into the market. Hefty fees on heavier materials – especially glass – are a wake-up call. Glass bottles, while traditional for wine and spirits, are energy-intensive to produce and recycle, and EPR could significantly increase the cost of using them. Industry experts warn that the new fees for glass are “disproportionately high,” which may spur brands to switch to alternatives. In parallel, Deposit Return Schemes (DRS) are coming into play in various regions, adding further incentives for using easily recyclable containers. All told, 2026 will see packaging choices driven as much by these external forces as by marketing.
Many producers are already redesigning their packaging mix to get ahead of the curve. We’ll see cans and lighter materials gaining share as glass use declines, especially in categories where it makes sense (beer, soft drinks, and many wines and spirits). Aluminum cans, for instance, are fully recyclable and have a low shipping weight – both big pluses in an EPR world. Some wine brands are also experimenting with lightweight glass bottles (which use less glass per bottle), cardboard casks, or even reusable bottle schemes to reduce waste. The sustainability push is not just about avoiding fees; it aligns with consumer values. Eco-conscious Gen Z and Millennials prefer brands that demonstrate care for the planet. Using recycled materials, offering refills, or highlighting a smaller carbon footprint can boost brand image and trust.
For brand leaders, the challenge is to execute sustainable packaging changes without sacrificing brand appeal or product integrity. If your premium gin comes in a beautifully embossed heavy bottle, switching to a flimsy lightweight version might dilute its perceived luxury – unless you communicate the change as part of your brand’s ethos (“We’ve slimmed down our bottle to cut carbon emissions by 40% – a sleeker design for a greener planet”). Storytelling is key: bring consumers along by explaining how these packaging innovations maintain quality while benefiting the environment. Additionally, supply chain agility will be crucial. The companies that invested early in canning lines or bulk shipping capabilities (like Kingsland’s high-speed canning line capable of 26 million cans a year) are now better positioned to adapt. Others may need to partner or invest quickly to catch up. In sum, 2026 will reward brands that innovate in packaging – not just for compliance, but as part of a broader commitment to sustainability and cost-effective operations.
In this dynamic landscape, alcohol brand owners and CMOs should approach 2026’s challenges as opportunities. Here are key strategies to consider:
In conclusion, 2026 is shaping up to be a transformative year for the drinks industry – one where agility and authenticity will set brands apart. The rise of cans and RTDs underscores the importance of meeting consumers where they are, both literally (in parks, at home, on the move) and figuratively (in their desire for ease and sustainability). The mainstreaming of conscious drinking signals that every brand, whether rooted in heritage or innovation, must cater to a more health-aware audience. And the push for premium value reminds us that quality will always matter, but how we deliver and frame that quality must adapt to economic realities. By viewing these trends through a brand strategy lens, alcohol companies can do more than react – they can lead, inspire, and connect with consumers in new and meaningful ways. The winners of 2026 will be those who elevate social moments on the consumer’s terms: providing great taste, real value, and shared values in every pour.
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