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5 things everyone should know about the Future of Alcohol


As early as the 1800s, the alcohol and spirits industry has been evolving to cater to the diverse tastes of the drinkers it serves. The way it has been sold and advertised has changed over the years from printed posters to interactive campaigns. How are different brands using technology and design to engage consumers who want more? What can we expect in the near future?

The report by Metalworks, the global R&D division and creative technology unit of Maxus, a media agency, is the culmination of learnings from constant trend monitoring from our in-house technologists and researchers. It covers the alcohol and spirits industry, including, beer, wine and other types of liquor.

According to the forecast, liquor brands are presented with the opportunity to take advantage of technology in creative ways with existing solutions. The report presents the latest developments in science and consumption habits, as well as, the impact of these developments and a model example to help liquor brands lean into change with technology.

Some key findings of the report include:

  1. How the growing craft beer movement is changing the nature of how liquor drinkers consume and create their own brew.
  2. How new innovation in the field is going to impact the way liquor is marketed and consumed.
  3. How climate change and evolving consumer tastes are adding new varieties.
  4. Why creative packaging is more important than ever, giving opportunity for liquor brands to news-jack and forward the brand narrative.
  5. How liquor brands have the opportunity to address health and safety issues in a world of bootleg alcohol, odourless “date rape drug” and drink driving.

The report is available for viewing via SlideShare.

Further enquiries can be made via

Metalworks is the global R&D division of Maxus, the world’s fastest growing media agency over the last 5 years (Recma). Founded in 2012, Metalworks is based in Singapore and led by Nico Abbruzzese and Tom Kelshaw. Metalworks empowers Maxus and the agency’s clients to Lean Into Change through creative technology research and development by bridging the gap between digital and physical worlds.

Metalworks is a team of 10 creatives and technologists: modern all-round lateral thinkers. The division sits at the core of Maxus, delivering interactive experiences for clients including GSK, Bayer, L’Oreal, Tesco and others globally.


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