Whether it’s communication technology, cleaning products or clothing, no FMCG category in the world exists in isolation. How these sectors operate, and the dominant trends within them, are inseparably connected to politics, culture and social mood.Industries both shape and are shaped by these seemingly extraneous factors.This theory can be applied to beverage alcohol: politics determines the types of drinks we can access, how we can access them, and how much we pay for them. Culture dictates how we drink and the ways in which we view or display our drinks choices. Social mood, me
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