The IWSR has just dropped their view on the five big shifts redefining the global alcohol landscape—and if you’re in the business of influencing consumer behaviour at the moment of choice, this is essential reading.

Here’s what we’re watching:

🔁 1. Moderation isn’t a niche—it's the new normal.
No-alc and low-alc options aren’t fringe anymore. They’re expanding into full lifestyle categories, and now influence what gets stocked, promoted, and ordered—especially with younger legal-age drinkers. This isn’t a trend—it’s a reset.

🧪 2. Functional drinking is here.
Think beyond refreshment—think mood enhancement, energy, relaxation, wellness. Consumers are looking for purpose-driven beverages, and spirits brands need to understand how their story fits into this broader consumption logic.

💸 3. Value perception over price sensitivity.
Consumers are tightening up—yes. But they’re not necessarily spending less; they’re just spending smarter. Brands that can justify the price tag with added experience, design, or perceived quality are still winning.

🌍 4. Local and premium are coexisting beautifully.
Consumers are seeking both the authenticity of locally made brands and the aspiration of global players. It's no longer a binary—they want both. Expect more regional craft collaborations sitting on the shelf beside legacy imports.

🛍️ 5. The line between online and offline is blurring.
E-commerce isn’t just about convenience—it’s now part of the discovery and education phase. In-store POSM needs to reflect the same storytelling energy as the digital journey. Seamless integration across touchpoints is now the benchmark.

📌 M&E Takeaway:
The category is evolving from product-first to purpose- and experience-first. What we’re seeing is a fundamental shift: category growth is no longer led by product innovation alone—it’s led by meaning, experience, and relevance.

For brands, this means two things: You can’t just show up—you have to earn your place in the consumer’s world. POSM can’t just be branded clutter—it has to carry story, signal value, and drive emotional engagement at the moment of choice. As moderation rises, functionality gains traction, and e-commerce influences expectations, the consumer journey becomes fragmented—but the need for impact stays constant.

The brands that win are the ones who build ecosystems, not just campaigns—with POSM as the critical interface between brand story and buyer behaviour. At Merch & Effect, we see this as an invitation to rethink how trade marketing performs: from static to dynamic, from decorative to decisive. The opportunity? Design POSM that doesn’t just get seen—but gets chosen.