Stirring: Beverage executives focus on productivity as megatrends shake the industry

The 2025 AlixPartners Beverage Executive Report reveals an industry in transformation mode, with leaders across the alcohol and non-alcohol space rallying around one theme: productivity. 

Facing rising costs, tariffs, and supply chain strain, executives are prioritizing efficiency and resiliency as consumers baulk at further price increases. For non-alcohol brands, that means channeling productivity gains into innovation and the surging market for health‑focused and functional drinks. For alcohol producers, it’s a bid to protect margins amid falling consumption in developed markets driven by spending constraints.​

As global health and wellness megatrends reshape consumer behavior, the industry’s next chapter will belong to those who can balance cost discipline with strategic agility—and turn efficiency into sustainable growth.