Why ‘adult non-alcoholic’ is the category the drinks industry should be talking about – Category Intel

I’ve spent close to a decade in the data and business intelligence space. If you’re like me and have gone gleefully deep into spreadsheets and analysing numbers, you’ll agree categorisation is king. We need systematic order to be able to understand trends in data. Across the broader beverage category, however, this has become complicated. The standard nomenclature we use is largely based on intra-category convention, meaning our perspective is limited to what we define within our known category. Where this gets confusing is between alcoholic and non-alcoholic beverages. The blurring of l