As craft culture booms and people's drinking habits are transformed, many are looking to explore alternative beverages that fit their lifestyles. PRESS, a female-founded hard seltzer brand, is appealing to discerning Gen Yers through its unique flavors and premium positioning.

With younger consumers more open to experimenting with unusual drinks propositions than previous generations, brands in the wine, beer, and spirits categories are looking at each other for inspiration. But what forms of cross-pollination are more likely to succeed with these discerning drinkers?

The espresso martini may have led the way in caffeinated alcoholic drinks, but a new wave of tea-based cocktails is landing at bars in NYC. The trend highlights that even though people are going back to bars, they're bringing a lockdown-led experimental approach to food and drink with them.

Young Master’s canned craft cocktail line HIGHERTHAN puts an Asian spin on the classic highball. The brand’s use of unconventional flavors (at least in alcoholic beverages) comes as culinary palates diversify and people begin to look for ready-to-drink alternatives to beer.