The Drinks Industry's Survival Strategy Is Quality Over Quantity With inflation squeezing budgets and moderation accelerating, penetration has dropped across every drink category — yet when people do drink, many are choosing higher quality, pricier products. The beer and cider market is bifurcating sharply: volume is down, but value is rising as consumers trade up to premium and heritage-driven options. In 2026, "value" does not mean "cheap" — it means "worth the price," with