How brand owners can game AI to secure consumers' beverage of choice

The drinks industry has spent decades trying to influence one decision-maker: the consumer. Brands have fought for eye-level shelf space, memorable advertising and cultural relevance because the path to purchase was relatively predictable. Consumers discovered products through advertising, recommendations from friends, supermarket shelves or a bartender's suggestion. But AI is beginning to change all of that. The drinks industry has spent decades trying to influence one decision-maker: the consumer. Brands have fought for eye-level shelf space, memorable advertising and cultural relevance, because the path to purchase was relatively predictable. Consumers discovered products through advertising, recommendations from friends, supermarket shelves or a bartender's suggestion.But AI is beginning to change all of that.This isn't because AI is replacing the consumer, but because it is increasingly shaping the decisions the consumer makes before they ever reach the shelf.According to EY's '2026 Consum Click below for details on how to join the Global Drinks Intel community. Subscribe for UNLIMITED Access Log in here to read the article in full. If you work for any of the following corporate subscribers to Global Drinks Intel, head here to activate your access. AB InBev Bacardi Campari Group Diageo Moët Hennessy Pernod Ricard Proximo Spirits Suntory Global Spirits William Grant & Sons