The Fightback: Is 2026 the Year Alcohol Roars Back? With Paul Thomas, Rob Wallis & Tristram Coates #26

Is 2026 The Year Alcohol Roars Back?The headlines spell the end for booze: Executive departures, decline, doom.The true story? It’s much more nuanced. In pockets, alc is flying. Gen Z participation is up. Spend is up. Dry Jan was the 'wettest' since 2014 according to The Times.What’s clear - growth is up for grabs - if brands get it right.Our latest pod challenges the doomsayers with a dose of confidence.Last episode, we looked at the future of drinking through the no & low lens (thanks to Botivo’s Imme Ermgassen and Club Soda’s Laura Willoughby!)This time, Booze fights back with an elite corner: MOTH Drink’s Rob Wallis, Paul Thomas, formerly of Diageo, Asahi and Suntory, and Tristram Coates of GHF.This episode covers why:Alcohol brands need to get their fun backPremiumisation has become too prevalent‘Share of entertainment’ is the new ‘share of throat’Brands are missing a trick by not supporting the on-trade enoughWe hope you enjoy listening. Paul Thomas: https://www.linkedin.com/in/paul-thomas-8b903025/Tristram Coates: https://www.linkedin.com/in/tristram-coates-9014151a5/Rob Wallis: https://www.linkedin.com/in/%F0%9F%8D%B8-rob-wallis-162801113/Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/Haines: https://www.haines.partners/https://www.linkedin.com/company/hainespartners/https://www.instagram.com/youmeandcpg/