Consumers are attracted to new flavours, fragrances, textures, packaging, and activities that offer unique sensory experiences, as new combinations of ‘who, what, when, where, and why’ form around alcohol occasions, locations, preferences, and product choices. However, they are spending more time at home, with their work, personal and social lives, reflecting a shift in values and priorities, initially caused by the pandemic. Consumers have held steadfast on their changed priorities, creating elements of a “new normal” especially in the realm of alcohol consumption occasions. “Relaxing at home” is a predominant theme when consuming alcoholic drinks, which is indicated in consumer responses to GlobalData’s 2024 Q3 consumer survey; when asked where they consume a range of food & drinks including beer/cider, wine, and low/no alcohol^.