Global Drinks Intel Magazine – May 2026

In the May issue of Global Drinks Intel magazine:

• Our focus throughout this month’s issue is on Asia Pacific, starting with an in-depth consideration of how the likes of high-end whisk(e)y and tequila are stepping into the international spirits breach as cognac falters across the region
• Then, we turn our attention to domestic distilling and look at whether the successes for Japanese and Indian whisky can create a trickle-down effect internationally for other categories of Asian spirits, such as soju and baijiu
• We stay in the region for our market analysis, which heads to China, where the loss of the banquet market, a rising pride in nationally-produced products and a worsening international trade outlook are proving to be key factors in the country’s complex, multi-layered spirits market
• On our ‘US Focus‘ pages, we hear how soju has combined the country’s growing appetite for Korean cuisine and K-pop music with lower-strength and approachable flavours to register impressive performances
• Our interview pages feature editor Olly Wehring’s one-to-ones with Heineken’s chief AI officer, Surajeet Ghosh, the COO at Trinchero Family Wine & Spirits, Corey Beck, and
  the German Wine Institute’s head of national & international marketing, Steffen Schindler
• There’s a comprehensive preview of what attendees can expect at the TFWA Asia Pacific Exhibition & Conference, which returns to the Marina Bay Sands Expo & Convention Centre in Singapore between 10 and 14 MayAll this, plus our regular round-up of the latest alcohol news stories and brand owner marketing activities, as well as the most recent product launches in spirits, backed by commentary from drinks marketing expert Chris Tyas and on-premise data whizz Charlie Mitchell.