Endeavour Group Category Deep Dive - Premix 2026

CategoryInsightsMarch2026

Suggested tonal pairing:

Background - Deep Grape

Imprint - Mid Water

Copy call out / Coaster or Underline - MidAperol

Acknowledgement

ofcountry

TotalLiquorTrends

Lighter Styles

Acrossallcategories,lighter, moresessionablestylesare drivinggrowth.

Meaningful Connections

Shiftsintoeconomical packsizes&ultra convenience

Wecontinuetomoveto group&socialoccasions andawayfromat-home everydayoccasions.

CategoryPerformance

Wine • NOALCOHOLWINE

CHAMPAGNE

SPARKLINGWINE

ROSEWINE

REDWINE WHITEWINE

FORTIFIEDWINE

Beer • STOUT

LOWCARBBEER NOALCOHOLBEER MIDSTRENGTHBEER

FULLSTRENGTHBEER CRAFTBEER

PREMIUMBEERAUSTRALIAN

• FLAVOUREDBEER

LIQUORMINIATURES AGAVE

LIQUEURS

APERITIFS&DIGESTIFS

NORTHAMERICANWHISKEY GIN

PREBATCHCOCKTAIL

PREMIXVODKA

PREMIXWHISKY

PREMIXRUM

PREMIXBOURBON

PREMIXGIN

PREMIXSELTZER

ChangingGenerationalPreferences

GenZ

• LIQUORMINIATURES

• STOUT

• NOALCOHOLWINE

• SPARKLING WINE

• PEARCIDER

• GIN

• FLAVOUREDBEER

• PREMIXSELTZER

Younger Millennials

• LIQUORMINIATURES

• STOUT

• LIGHTBEER

• NOALCOHOLWINE

• PEARCIDER

• PREMIUMBEERAUSTRALIAN

• FLAVOUREDBEER

• PREMIXSELTZER

Older Millennials

• LIQUORMINIATURES

• STOUT

• LIGHTBEER

• BRANDY

• FLAVOUREDBEER

• PEARCIDER

• PREMIUMBEERAUSTRALIAN

• PREMIXSELTZER

GenX

• LIQUORMINIATURES

• NOALCOHOLWINE

• STOUT

• AGAVE

• PREMIXGIN

• GIN

• PEARCIDER

• PREMIXSELTZER

Baby Boomers

• LIQUORMINIATURES

• NOALCOHOLWINE

• STOUT

• FLAVOUREDCIDER

• CRAFTBEER

• PREMIXGIN

• PREMIXSELTZER

• PREBATCHCOCKTAIL

Traditionalists

• NOALCOHOLWINE

• FLAVOUREDCIDER

• LIQUORMINIATURES

• PREMIXVODKA

• APPLECIDER

• LIGHTBEER

• FLAVOUREDBEER

• PREMIXSELTZER

Whatʼstrendingwithcustomers

TotalPremixPerformance

GrowthExtending AcrossGenerations

GenZandOlderMillennialshave shiftedtodrivinggrowth, supportedbyGenX,broadening theappealofPremix.

NPDDriving Growth

NPDlaunchedin2025made up$1inevery$10ofPremix sales,responsiblefordriving brandincrementality.

MixedResultsBy Subcategory

LighterStylesshowingsome variationinPremix,withVodka offsettingdeclinesinSeltzer,& Gin.

CategoryPerformanceOverview

Growthby Generation

Seltzer •Gin Declining Category Share

TheImportanceofNPD

NPDplaysakeyrolein growingthetotalliquor category-PremixNPD represents$1inevery$3of totalLiquorNPD AndNPDrepresents10%ofall Premixsalesinthepastyear

Butimportanttorememberthe other90%ofcategorysalesis drivenbyexistingrange

Whatʼsworkingandwhatʼsnot

WhatʼsWorking?

MeaningfulNPDtoexciteanddelight existingconsumers.

Easytounderstandflavoursdrivingtrialand adoptionofnewranges.

Diversifiedformatsprovidingincreased relevanceinexistingoccasions.

Darkpremixshowingaresurgencein significanceamongstkeyconsumers.

WhatʼsNot?

Absolutepricepointsarepricingbudget consciousconsumersoutofthemarket.

TonicandSeltzerbasedpremixeshavelost relevancewithyoungerconsumers.

Cocktailandcomplexpremixeshavelost momentumwiththesurgeofsimpleflavours anddiversifiedformats.

Premix-JobstobedoneF27

GrowthFrontiers

FutureFormats

Thewayweliveasasocietyhas fundamentallychanged,and shoppinghabitsarerapidly evolving.Weneedtoembracethe newandpushexistingcategory boundaries.

Evolvinganddefiningnewpropositions topositiondarkpremixasa‘go-toʼfor MilZconsumers.Meetingfunctional andemotionalneedstoownthewind downoccasionandmakedark‘cool againʼ.

Leveragesocialandcultural momentstodriveandelevate Premixconsumptionoccasionsand positionEDGbannersastheretailer ofchoice.

Strengthenthefundamentals withincorerangeforeaseof shopandNPDsuccess. Fewer,bigger,better.

Aseamlessshopping experiencethatcreates valueandinspirescustomers tochoosePremixandEDG.

CustomerChallenge

- Consumerscontinuetoevolvetheoccasionsinwhichthey consumeliquor

- PaceofchangeforconsumerappealoutstrippingNPDpipeline

- Valueremainsacorepillarforconsumers

SupportingInsight

FutureFormats

Thewayweliveasasocietyhas fundamentallychanged,and shoppinghabitsarerapidlyevolving. Weneedtoembracethenewand pushexistingcategoryboundaries.

- LargerformatPremixworthanestimated10%oftheUKmarket, withaforecasted16%CAGRoverthenext5years*

- AtHomePremixoccasionsdown7%,withcelebration&group occasionsontherise

Whatwewanttoseemoreof:

- Formatsthatsuittheoccasiontodrivecategoryrecruitment

- Marketleadinginnovationtoinspireandcapturecultural moments

- Exclusivity,presellanddisruptivelaunch

DarkPremix

Evolution

NewpropositionstopositionDark Premixtomeetyoungconsumersʼ functionalandemotionalneedsin winddownoccasions.

CustomerChallenge

- YoungercustomersarenotengagingwithDarkPremix

- DarkPremixonlyengageswithlowertempooccasions

- Stigmafromexistingrangesblocksnewcustomer recruitment

SupportingInsight

- DarkPremix'winddown'occasionshavedroppedby3% overthepast2yearswithyoungerconsumers

- DarkPremixconsumersworth70%morespendper customerthanLightPremixconsumers

Whatwewanttoseemoreof:

- FocusedNPDtorecruityoungergenerationsintothe category

- Emphasisontheemotionalneedsofawinddown occasiontodrivecustomerrelevance

- Consistentmessagingacrosschannels

Occasions& CulturalEvolution

Leveragingsocialandculturalcuesto driveandelevatePremixconsumption occasions.

CustomerChallenge

- Youngerconsumersmoderatehabitualconsumption-butengage foroccasions

- Moreconsumersstayingathome-bothaproblemandan opportunity

- MilZconsumersprioritiseculturalrelevanceandbrandvalue alignment

SupportingInsight

- Culturaleventsandinfluencedriveconsumption,oftenthrough influencerendorsement

- HigherABVPremixisversatileforbothhighandlowtempo occasions

Whatwewanttoseemoreof:

- Culturalrelevanceamongstkeyrangesandlaunchestorecruit keycustomers

- Culturalinfluencetodriveconsumerstobroadentheir repertoire,increasingtrial

- Momentsthatmatter-talktocustomersinthemoment

CustomerChallenge

- Flavourtrialisbuiltoncorebrandcredibilityandquality

- Lackofbrandconnectionhinderscustomerassociation

- Unfamiliarflavourprofileslimittrialandengagement

- Premixisclutteredandchallengingtoshopatpointof purchase

SupportingInsight:

- Growthhasbeendrivenbyrangeswithestablishedcore brandcredibility-NPDaccountedfor8.5%oftop10 brandsales

Fortifyingthe Foundation

Strengtheningfundamentalswithincore rangeasaplatformforinnovative success.

- Keybrandsincreaseengagementviaflavourinnovation andsocialrelevance

Whatwewanttoseemoreof:

- TrulyinnovativeNPDfromknownbrandstodrive customerrecruitment

- Leveragebrandcredibilitytobuildflavourpropositions

- Proactivesupportonproductlifecyclemanagement

CustomerChallenge

- NotallPremixcustomersarethesame

- LoyalPremixcustomersaremoreplanned,andprioritiseprice& availability

- LighterPremixconsumersaremorelikelytobuyonimpulse

SupportingInsight:

- 53%ofPremixconsumersbeginthepurchasejourneypre-store (catalogues,onlineplanning)

- UltraConveniencehasgrown22%yearonyear,butstilloffersroom forgrowth

Innovativeand IntuitiveJourney

Aseamlessshoppingexperiencethat createsvalueandinspirescustomersto choosePremixandEDGastheircategory andretailerofchoice.

Whatwewanttoseemoreof:

- Valuebeyondpricetodrivecustomerrecruitmentandretention

- Consistencythroughoutplatformstoeasethecustomerjourneywith anemphasisonimmediateconsumptionoccasions

- Relevancethroughmarketingcapabilities

- Alignmentandsupportonourloyaltydrivinginitiatives,likeAppy Deals

TheWrap-Up

Underpinnedby