Shirley Zhu
Research Director – Greater China

Shirley covers the Greater China region for IWSR Drinks Market Analysis. With extensive market research experience in food and beverages across Asia, she has helped many multinational companies achieve their strategic objectives over the past 20 years, and is passionate about insights and innovation. Shirley is native Chinese and holds a degree in Business Administration from Shanghai International Studies University.

Event Introduction
 · 06/16 (Day 3)
Keep Alcohol Engaging
Media Center (North) - Level 2 of North Lobby west
New Youth Drinking
Tracking Future Growth Opportunities in The Beverage Alcohol Market

The global beverage alcohol industry is facing a new set of challenges as inflation and the rising costs of living put further pressure on the on-trade and consumer spending, leading to downtrading in many parts of the drinks market. However, certain categories continue to premiumise and appear relatively insulated from economic stresses. Our presentation will look at the complex dynamics at work, the impact on consumer attitude and behavior, and the performance and outlook for the global beverage alcohol market.

Link to agenda