The Global Trends Report 2016 is the IWSR's most anticipated report of the year, a culmination of insights and analysis gathered by a team of researchers who have collectively visited 118 countries. The report looks across geographic and category boundaries to identify developments- both individually and in combination - that are helping to reshape the landscape of the global alcoholic drinks market. Key global findings include: Premiumisation - Most regions and markets worldwide saw consumers trading up to higher value products in 2015 across a wide range of categories. The trend has manifested itself in several ways in the international drinks market: an explosion in the number of craft producers and brands across every category; the growth of premium niches; and the revival of aged brown spirits with their image of heritage and quality. Category Blur - 2015 also witnessed a further erosion of the boundaries between categories. Illustrative of this has been the number of new products launched that span multiple categories, such as spirit beers and spirit ciders. Consumers look willing to switch categories if another appears more dynamic or fashionable. Health Consciousness - Almost universally, markets worldwide have been shaped by greater awareness of the dangers of excessive alcohol consumption and consumer desire to live a healthier lifestyle. Producers have been quick to respond by launching "lighter" drinks with lower alcohol or calories. Desire for Convenience - The enduring appeal of greater convenience has been a driving force behind several recent developments in the alcoholic drinks sector. These include new formats, such as canned wines and wines on tap.
