With the cost of living crisis setting in, and traditional pubs struggling with closure, Molson Coors decided to look into different behaviours across the ‘lifetime of a drinker’, to understand what may begin to unfold in the uncertain future.

So that we could understand the future challenges of the industry, we set up a large qualitative research programme within the community for a month. We accompanied shopping trips, surveyed in-bar friendship groups, and spoke to members of the trade – all through the expertise of a consultative expert consultant. This brought a fresh angle, informing a new set of bespoke reports and short videos.