
Published 17 April 2025
Using a combination of neuroscience, artificial intelligence (AI) and bartender expertise, British premium gin brand Tanqueray (owned by drinks giant Diageo) has developed a way to make personalised cocktails based on a person’s brainwaves when alert and in a relaxed state. It experimented on three ‘dreamers’, creating drinks designed to appeal to their subconscious preferences.



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The beer category is bursting with creative energy. As brands lean into premiumisation to drive value, they're crafting functional formulations, standout packaging for every lifestyle occasion and boldly inventive flavour profiles to win over adventurous drinkers.