FMCG Industry
Beer, wine, whisky, gin, and spirits — premium brand roles in FMCG's most story-driven category.
Alcohol and spirits is the most brand story-rich segment within FMCG. From global beer brands and premium whisky distilleries to fast-growing gin and ready-to-drink categories, the sector demands brand managers who understand both heritage storytelling and modern digital marketing. Diageo, Pernod Ricard, AB InBev, and Heineken are the dominant multinationals, alongside a thriving craft and premium segment.
annual UK alcohol market — the largest in Europe by value with Scotch whisky as the #1 export
earns $6B+ in annual exports, supporting 10,000+ direct jobs in Scotland across production and commercial
growth in the premium and super-premium spirits segment since 2019 — the fastest-growing tier
alcohol segment grew 9% in 2023 — brands like Seedlip and Lucky Saint create new brand management roles
accounts for 55% of spirits volume — making on-trade sales and activation expertise highly valued
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