With younger consumers more open to experimenting with unusual drinks propositions than previous generations, brands in the wine, beer, and spirits categories are looking at each other for inspiration. But what forms of cross-pollination are more likely to succeed with these discerning drinkers?

As craft culture booms and people's drinking habits are transformed, many are looking to explore alternative beverages that fit their lifestyles. PRESS, a female-founded hard seltzer brand, is appealing to discerning Gen Yers through its unique flavors and premium positioning.

As drinking at home grows in popularity, people are looking for premium ways to consume bevvies and booze. Bartesian’s home cocktail capsules are looking to mix up the cocktail industry with easy-to-make luxury beverages, catering to increasing demand for low-key socializing at home.

Young Master’s canned craft cocktail line HIGHERTHAN puts an Asian spin on the classic highball. The brand’s use of unconventional flavors (at least in alcoholic beverages) comes as culinary palates diversify and people begin to look for ready-to-drink alternatives to beer.