Following a preview of its inaugural Drinks Report at the Global Drinks Forum in Berlin earlier this year, creative agency Protein has this week released the full document. The Drinks Report is an offshoot of the company's wider Audience Report, which surveys 5,100 early adopters in 10 'cultural capitals'. Here, just-drinks pinpoints some of the key trends that so-called 'early adopters' are setting for beverage consumers.
How politicised marketing, palate burnout and the new on-premise will shape the future of drinking - Analysis
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