While the unprecedented global financial contraction is enforcing changes in consumption patterns, innovation is retaining its focal role as a primary driver for the alcoholic drinks industry, according to Euromonitor International's latest global briefing 'Product Developments in a Recessionary World'. Packaging reformulation is hence identified as one of the key strategies for retaining faltering audiences and expanding penetration rates for alcoholic drinks sales around the globe. Spiros Malandrakis, alcoholic drinks analyst at Euromonitor International, investigates.