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Why 2026 should be the year that on-premise premiumisation gives way to on-premise fun – Comment

Charlie Mitchell
By Charlie Mitchell
6 Min Read

After over a decade of premiumisation shaping product launches and communication strategies in beverage alcohol, perhaps now is the time to lighten up.
Slices of pineapple next to pineapple drinks
Credit: Olena Osypova/iStock
Drinking is a serious business. There are tasting notes to be made, flavour profiles to compare, distillation processes to consider, cask finishes to explore and ester contents to geek out about. For many of us, this is really important - and really interesting - stuff.We live in a world inhabited by drinks nerds, no more so than in the trade bubble in which Alcohol brand owners and experts find themselves. I love nothing better than immersing myself in the product detail of new launches. Learning about the latest botanical mix for a new gin, the next rye mash bill expression of bourbon or the

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Charlie Mitchell
ByCharlie Mitchell
Charlie Mitchell is a renowned industry commentator and research expert within the drinks industry, having worked for well over a decade delving into the data that tells the story of how consumers eat and drink out. After having spent 13 years at NielsenIQ (formerly CGA Strategy), where he led the on-trade consumer & bartender research division, Charlie now heads up data, research & insights at Wilde Toast, the specialist drinks agency that helps drinks get chosen, through intelligent activation. Working with bartenders, consumers and trade professionals, Charlie distils what is happening in the sector to build winning strategies for brands. Email him at [email protected]
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