Circana Unpacked
Circana Unpacked
Circana
#9 - Circana Unpacked and Uncorked
21 minutes Posted Sep 17, 2026 at 9:55 am.
Intro: Welcome to Circana Unpacked
Series Overview & Today’s Topic (Adult Beverage Trends)
Guest Introductions: Elena O’Keefe & Rob Stivo
Getting Started: Consumption Trends (Transition)
Summer Takeaways: Occasion-Driven Category & RTD Growth
Product Trends: RTDs, Packaging & Non-Alcohol Beer Growth
Holiday Outlook & Economic Pressure on Spending
Premiumization & Retailer/Brand Strategy for Holidays
Growth Opportunities: Participation, Access & Education
Occasion-Focused Buying & Need-State Nuance
Generational Differences: How Gen Z Drinks Differently
Moderation & Wellness: Non-Alcohol Alternatives and Occasions
Innovation Trends: Flavor, RTD Partitioning & New Attributes
What Makes Innovation Successful: Occasion-Led, Relevant Stories
Looking Ahead to 2027: Redefining Value & Repertoire Strategies
Fun Segment: Recent Discoveries & Personal Picks
Closing Remarks & Contact Info
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Show notes
Circana's experts in the alcoholic beverage space, Rob Stevo and Elaina O'Keefe, join the Circana Unpacked podcast to spill the tea (or hard tea, as it may be) on trends in these categories, from buzzworthy varieties to evolutions in innovation to rising demand for wellness-oriented offerings.