Global changes in consumer behavior, technology, economics and environmental stewardship are driving innovation in the beverage alcohol industry, according to a July IWSR Drinks Market Analysis Annual Global Trends Report. Among current and emerging trends identified by IWSR research are: new entry-level brands are helping aspirational consumers in developing markets to discover unfamiliar beverage alcohol categories; in developed markets, premiumization is driving consumers toward crafted products and local brands; personalized experiences connecting curious consumers to their favorite drink categories; wine education continues to spread in developing markets, especially throughout Asia; and consumer interest in wellness has fueled development of no- and low-alcohol products, and “better-for-you” beverages that are low-calorie, sugar-free, gluten-free and include healthy ingredients.