In this issue

Welcome to the latest edition of Just Drinks’ digital magazine.  

Amid the ongoing blurring of drinks categories and the rise of digital commerce, both the number of products available and how they can be marketed continues to grow. 

But how should marketers seek to promote their wares in a landscape where competition is intensifying, consumers are watching their spending (and their health) and technology offers both opportunities and pitfalls? 

In this issue, we look to answer these questions and more. We have features focusing on how beer can strike back against RTDs, how brands can best use QR codes to engage with consumers and set out what are the latest trends in drinks right now. 

We also speak to the CEO of UK self-regulatory body The Portman Group about its work monitoring brands’ marketing – and we also explore what brands are doing in one of the newest frontiers: the metaverse. 

Both real-world and virtual-world lessons for you all in this issue. 

Dean Best, managing editor