With countries laying out plans to gradually end pandemic restrictions, party-goers around the world are eagerly anticipating a return to the club and festival scene. But what are event organisers doing to ensure that attendees remain safe? And could virtual events remain a long-term fixture?

COVID-19 has fostered an environment that has not only raised the desire to drink, but the desire to do so creatively. As lockdown measures cause Britons’ booze behaviours to shift, how can spirits brands reach them at home? And how can bars adapt to changed expectations in the ‘new normal’?

Drinks brand Pernod Ricard has seen global sales figures return to a place of growth as lockdowns have eased in several countries. A spirit of celebration is setting in, and people are eager to gather and mark the occasion with quality drinks that they haven’t indulged in for months.

Premium spirits were once synonymous with exclusivity, with only discerning drinkers splashing out for high-end tipples. But with luxury moving in a more inclusive direction and alcohol discovery largely taking place online due to COVID-19, how can brands keep up with a changing marketplace?