We’ve launched Distilled 2025 - our annual Consumer Trends Report.
Moving at pace; always on-trend
You don’t become a global leader and, crucially, stay a global leader by chance. We maintain our position by anticipating, recognising, and acting on current and future trends, so that we can embody a culture of constant innovation around our brands and give consumers the products and experiences they want.
From the rise of premiumisation to the desire for on-the-go convenience to the focus on experience over luxury for luxury’s sake, consumers’ behaviours are shifting – and shifting fast.
In our foresight report, ‘Distilled: Navigating trends, shaping tomorrow’, we set out the most pressing consumer trends facing brands today, regardless of industry or region:
- Neo-hedonism
- Betterment Brands
- Conscious Wellbeing
- Expanding Reality
- Collecting Belonging
Read our report to take a deep dive into what we mean by these trends, the opportunities that exist for the taking, and the conversations consumers are having around these specific topics.
Creativity with precision
As a global leader in premium drinks, we have more than 200 outstanding brands in our ever-growing and ever-evolving portfolio. We’re a holding company, and proud of it, but we’re also a hands-on brand builder. As creatively hands-on as we are custodians of our brands, we combine data, insights and innovation to tell brand stories that create enduring connections with people the world over.
Key stats
Brands
Sold in nearly 180 countries
Production sites
People

How innovation shapes our future
Building on our commitment to pushing the boundaries of how people socialise, our Breakthrough Innovation Team will drive our innovators to think, behave, and create differently. The ambition of this team is test, learn, and ‘de-risk’ new ideas, ensuring the future breakthrough innovations that move into the core of the business are less susceptible to potential threats and are more effective at driving us forward.
Ensuring brand longevity
A lasting brand is more than the sum of its parts. Key factors that contribute to longevity include maintaining product quality, staying relevant through innovation, and evolving with consumer trends while preserving core brand values.
Our investment in sustainability and social responsibility also enhances brand reputation and loyalty. And by continuously adapting to market changes and consumer preferences, we make sure our brands remain iconic and influential in the ever-competitive global market.