What is The Future of Drinking? Designing Drinks in a World Where Experience Trumps ABV #25

What does it mean to ‘go for a drink’ in 2025, and what’s at stake for those vying for a place in everyone’s glass?Gone are the days of the binary option. ‘Alcohol vs 0% beer’ has been replaced by functional beverages, ashwagandha, CBD and beyond.Today’s episode of You, Me & CPG isn’t just about the future of drinking, but by proxy it’s the future of socialising, and we couldn’t be joined by three more important guests.Laura Willoughby MBE (Club Soda Co-Founder), Imme Ergassen (Botivo Co-Founder) and Luis Osório (IWSR’s Head of Consumer Insights) see the glass half-full, but heed their warnings - there’s plenty for brands to reshape if they’re to fit the mould of the future…This episode coversThe new social perspective on drinking experiences Functional beverages and blurred boundariesThe real story behind rising moderation - less about abstinence, more about optionsAuthenticity, storytelling, and brand craft as tools for market positioningNavigating the industry shift, and what the beverage sector must do to stay relevant Imme Ergassenhttps://www.linkedin.com/in/immeermgassen/?originalSubdomain=ukLuis Osóriohttps://www.linkedin.com/in/luismosorio/?originalSubdomain=ukLaura Willoughby MBEhttps://www.linkedin.com/in/laurawilloughby/?originalSubdomain=ukJamie 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/