The alcohol industry enters 2026 at a clear inflection point. After decades of steady growth, global alcohol consumption is declining, consumer behavior is shifting, and long-held assumptions about premiumization, brand loyalty, and category growth are being challenged.

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The alcoholic beverage industry is evolving quickly, and 2025 is set to be a defining year for key trends. Among the most impactful shifts are the rise of low/no-alcohol drinks, the explosion of ready-to-drink (RTD) cocktails, and the continued premiumization of spirits and other beverages.

In today’s competitive alcohol market, the difference between an average sales pitch and a compelling one often comes down to tasting ability. Whether you’re introducing a new spirit to an on-premise account, hosting a beer sampling, or recommending a wine to a retail buyer, tasting skills build credibility and trust.

Whether you’re stocking shelves, serving cocktails, or answering guest questions, this course gives you the essential talking points you need to recommend whiskey with ease.