Raising a Glass to Progress: Collaboration and Creativity Across the Drinks World

Ben Franks, CCO- Canned Wine Group, reflects on a challenging yet creatively collaborative year for the drinks industry and introduces sector leaders who will share positive insights with prominent industry figures

As 2025 draws to a close, there’s a lot the drinks industry can reflect on. It’s been a year of constant evolution with economic challenges, changing drinking habits, and shifting regulations, all demanding that we adapt and innovate. Despite a difficult year, what stands out in our industry is, as always, our spirit. 

Everywhere you look people are finding creative ways to move forward. The energy feels collaborative rather than competitive. There’s a genuine feeling that we’re in this together and that’s something worth celebrating.

At Canned Wine Group, we’ve seen it firsthand from producers sharing insights rather than guarding them, to buyers and brands working together to make sustainability feel achievable. It’s reminded me just how strong this industry is when it leans into its collective creativity.

So, as part of this month’s Drinks Trust newsletter, I wanted to bring together a few brilliant voices from across the sector to talk about what’s going right. Joining me are Tom Khan-Lavin, CEO - YesMore Drinks Marketing Agency; Emma Walker-Hedges,  Head of Marketing - Saicho Sparkling Tea; and Clio Giudici - Junior Wine Buyer at C&C Group, to explore what positivity looks like in today’s drinks world.

I start by asking Tom what positive shifts he’s seen in how drinks brands are connecting with consumers, whether through marketing, innovation, or community:

Tom: “The most powerful shift we’ve seen is the move towards human-centric, real-life content. Smaller and mid-tier brands are steering away from airbrushed, aspirational campaigns and embracing the imperfect reality of how people actually enjoy drinks with friends, at home, at events, after work.”

He’s right. That move toward authenticity feels like a breath of fresh air in a world saturated with polished advertising.

Tom: “It’s moving marketing from one-way broadcast messaging to authentic, community-led storytelling. By featuring real people and creators whose primary passion is life, not just what they drink, brands are building trust and long-term loyalty.”

It’s something I’ve noticed too. As someone who spends a lot of time speaking to buyers, producers, and partners, I’ve seen how genuine connection is what really resonates. People want to feel part of something honest, and brands that embrace that are building not just sales, but real relationships.

I put a similar question to Emma at Saicho Sparkling Tea: what shifts has she noticed in how brands are building relationships?

Emma: “We’ve seen a real move towards transparency and education,” Emma tells me. “There’s less focus on selling and more on storytelling - about provenance, production, and the people behind the brand.”

She describes how Saicho takes consumers on a journey from tea gardens in Darjeeling, Fujian and Shizuoka to their 24-hour cold brewing process in Shropshire.

Emma: “Consumers are more curious than ever. They want to know what they’re drinking and why. Brands that take the time to educate rather than just promote are creating much deeper connections.”

As Emma says, people are craving transparency and it’s changing the way we all communicate.

From there, our conversation turns naturally to collaboration, a theme that’s defined much of this year:

Emma: “The cross-category collaborations are what excite me most. Our Art of Pairing initiative for example, brought us together with Michelin-starred chefs in 20 countries to explore how sparkling tea can elevate fine dining.”

It’s a great example of creativity meeting purpose. And it’s not just in premium experiences, collaboration is happening everywhere, from small producers teaming up on sustainability projects to retailers supporting emerging brands.

Tom agrees:  “The best collaborations are those built around shared purpose. Nc’nean, for example, have gone beyond sponsorship by partnering intentionally with women-owned brands and artists. It’s smart, strategic, and creates genuine impact.”

It’s a powerful observation. Across the industry, we’re seeing a real willingness to lift each other up. Even competitors are finding ways to share resources, data, or insight for the greater good. It’s proof that when we collaborate, the whole ecosystem gets stronger.

When I speak to Clio from C&C Group, our focus shifts to innovation and how the drive for progress is changing how people experience drinks.

Clio: “One area I’m really excited about is the innovation in alternative formats. They’re changing how people experience drinks, making it more accessible and more sustainable. Our recent partnerships show you don’t have to compromise on quality to offer convenience. It’s exciting to see the trade lean into formats that are practical and genuinely better for the planet.”

It’s encouraging to hear that echoed from across the trade. The most exciting innovations are those that don’t just look good on paper, but make a real difference for consumers, for the planet, and for the people who make the products we love.

Before we wrap up, I ask: what will 2026 bring?

Tom: “The biggest opportunity lies in embracing ‘HI-powered AI’ - that’s Human Intelligence powered AI. Tech should enhance human interaction, not replace it. If brands can use AI to remove admin and reporting tasks, it frees up people to do what they do best: build real relationships.”

Emma agrees, though her focus is on lifestyle and choice: “We’re moving beyond the binary of alcoholic versus non-alcoholic,” she says. “Consumers want flavour, craftsmanship, and meaning across all drinking occasions. Brands that can offer that flexibility, without losing their sense of story, will thrive.”

That optimism is infectious. It captures perfectly how the industry feels right now: inventive, open-minded, and people-driven. Despite the challenges, there’s a renewed energy in the air, one that is built on shared purpose, creativity, and kindness.

This year has reminded us that innovation doesn’t just mean new products; it means new ways of working, connecting, and supporting one another. And that’s perhaps the most positive thing of all.

So as we raise a glass to the end of 2025, I’d say the feeling across the industry is clear: hopeful, collaborative, and quietly proud. The glass feels to me more than half full.