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 len...