This is a trend we’re seeing globally, so we’ve been really focused on identifying key flavours that attract and interest people in an unintimidating way,” said head of innovation at Brown Brothers, Emma Brown. To attract consumers who might otherwise avoid wine, Brown Brothers has been exploring various strategic partnerships. “We see collaborations as a way to overcome the taste stigma around wine,” Brown said. Declining alcohol salesBrown Brothers’ zero-alcohol focus comes amid declining global wine consumption. These trends indicate that Brown Brothers’ strategy aligns with changing consumer behaviour.