Free entrance: first come, first seated

Drawing on IWSR’s latest data and forecasts, this session explores whether beverage alcohol is truly “on the rocks” — or undergoing a broader market reset.

Expanding beyond a US-only lens, we take a pan-Americas view, with insights spanning the US, Canada, Mexico, and key South American markets including Brazil, Colombia, Chile, and Argentina — alongside an early read from the world’s top 20 markets.

Across wine, spirits, and no-alcohol, shifting consumer priorities around affordability, moderation, and occasion are reshaping demand.

While wine faces structural headwinds in several markets, other categories — including spirits, RTDs, and no/low alcohol — are unlocking new pockets of growth.

This session will highlight where momentum is building, how regional dynamics are diverging, and what it all means for brands, buyers, and the future of beverage alcohol across the Americas.