As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Baijiu remains the most popular spirit across China, but domestic gin distilleries are localising their flavour profiles through native botanicals and spices to reach new audiences. Gin is generally characterised as British, but these flavours are winning fans by blending the new with the familiar.

Phoebe Waller Bridge has teamed up with Scotland's Edinburgh Gin to create aFleabag-inspired, limited-edition bottle. With 100% of the profits contributing to the arts’ COVID-19 recovery, the move is set to appeal toFleabagfans and purpose-driven consumers alike.

Whisky is often seen as a ‘man’s drink’. But with female whisky drinkers and makers receiving increased exposure, the emergence of forward-thinking brands with female founders, and a vocal community, there’s a renewed effort to evolve past the spirit’s traditional constraints.

Established players in the spirits segment are being challenged by newcomers that are defying the rules of the game by reevaluating terroir, developing new processes, and even forging their own category-disruptive descriptors. But can these innovators go from niche to mainstream?