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Blog

13324The end of premiumisation?
LATEST

The end of premiumisation?

Alcohol giants are quietly pivoting from "premiumisation" to cheaper, stronger ready-to-drink products targeting Gen Z, even as younger generations drink less overall. This shift threatens to undercut industry "responsible drinking" narratives and the broader moderation trend, making it a development worth watching closely.

Emma Thompson

24 Jun 2026

Topic:

10628Beyond Abstinence: Can reducing drinking reduce alcohol craving?

Beyond Abstinence: Can reducing drinking reduce alcohol craving?

Felicia Tuchman and Professor Katie Witkiewitz

6th February 2024

10593Conflicts of interest in alcohol policy: What do UK policy actors think about industry involvement?

Conflicts of interest in alcohol policy: What do UK policy actors think about industry involvement?

Dr Katherine Severi and Dr Benjamin Hawkins

29th January 2024

1059810% of drinkers consume over half of all alcohol consumed in Australia

10% of drinkers consume over half of all alcohol consumed in Australia

Dr Megan Cook

23rd January 2024

10579Children of alcohol-dependent parents programme abandoned by government

Children of alcohol-dependent parents programme abandoned by government

Dr Piers Henriques

16th January 2024

10572They are effective! Evidence and myths about alcohol taxes

They are effective! Evidence and myths about alcohol taxes

Dr Guillermo Paraje

3rd January 2024

10542Dragging their heels: the alcohol industry’s response to mandatory pregnancy warning labels

Dragging their heels: the alcohol industry’s response to mandatory pregnancy warning labels

Professor Simone Pettigrew and Bella Sträuli

19th December 2023

10534The views of alcohol frequent attenders at a general hospital in Scotland: a qualitative study

The views of alcohol frequent attenders at a general hospital in Scotland: a qualitative study

Ken Barrie

14th December 2023

10553What really are ‘alcohol problems’, and why does it matter?

What really are ‘alcohol problems’, and why does it matter?

Dr James Morris, Dr Cassandra L. Boness, and Dr Robyn Burton

12th December 2023

10491Mistletoe and Wine: Alcohol advertising at Christmas time

Mistletoe and Wine: Alcohol advertising at Christmas time

Dr Alex Barker, Rebecca Thorley, and Dr Rachael Murray

5th December 2023

10529The rules that govern the rules: why meta-regulation matters for public health

The rules that govern the rules: why meta-regulation matters for public health

Dr Kathrin Lauber and Dr Eleanor Brooks

29th November 2023

10518Alcohol duty frozen in Autumn Statement: What does this mean?

Alcohol duty frozen in Autumn Statement: What does this mean?

Jem Roberts

24th November 2023

10509Talking about inequalities in alcohol use and harm: the development of IAS’s language bank

Talking about inequalities in alcohol use and harm: the development of IAS’s language bank

Dr Sadie Boniface

23rd November 2023

10485Alcohol Care Teams – what are the benefits to patient care in hospitals?

Alcohol Care Teams – what are the benefits to patient care in hospitals?

Carol Appleyard

22nd November 2023

10470Acceptable, accessible and affordable – but at what cost? 

Acceptable, accessible and affordable – but at what cost? 

Alice Wiseman

15th November 2023

10455Seeking ‘honest’ conversations online: how is alcohol and pregnancy talked about on Mumsnet?

Seeking ‘honest’ conversations online: how is alcohol and pregnancy talked about on Mumsnet?

Dr Lisa Schölin and Rachel Arkell

14th November 2023

10342There’s no such thing as ‘good quality’ alcohol

There’s no such thing as ‘good quality’ alcohol

Jem Roberts

17th October 2023

10323Where next for Minimum Unit Pricing in Scotland?

Where next for Minimum Unit Pricing in Scotland?

Colin Angus

10th October 2023

10316Rainbows in June: Selling alcohol to LGBTQ+ people

Rainbows in June: Selling alcohol to LGBTQ+ people

Dr David Whiteley

4th October 2023

10295Alcohol availability and accessibility around schools in Ireland

Alcohol availability and accessibility around schools in Ireland

Anne Doyle

26th September 2023

10285Isolating and Examining Off-Trade Availability and Violence

Isolating and Examining Off-Trade Availability and Violence

Dr Carly Lightowlers and Dr Lucy Bryant

18th September 2023

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