From rare grapes and business ethics to history and heritage, authenticity has become a key element to drinks brands’ success. But with multiple interpretations of what authenticity means to consumers, how can alcohol brands find a way to maximise the buzzword’s potential?

As Americans seek novel drinking experiences, Raw Wine Club targets natural wine enthusiasts with its premium monthly subscription box. Curated by Raw Wine fair founder and natural wine authority Isabelle Legeron, the club is popular with drinkers striving for wines that break conventions.

Treasury Wine Estates has partnered with Snoop Dogg to launch Cali by Snoop. By partnering with rapper, the brand hopes to challenge convention and attract people who wouldn’t usually drink wine. Giving people a way into new interests and markets can help to remove barriers to entry.

Choosing a bargain over provenance, UK consumers are quickly making Aldi's own-brand champagne the bestselling bubby in Britain. Feeling the pinch and with scarcity amping up champagne costs, people are favouring accessible luxuries without the need for alluring labels.