NewsBy Jessica MasonThe main consumer choices and behaviours influencing alcohol consumption among legal-drinking-age adults have been uncovered in a new white paper. Ipsos global head of trends and foresight Jennifer Bender said: “Consumers’ preferences are evolving, but the alcohol category remains resilient and deeply embedded in social and cultural occasions. Additionally, the experience economy – showing that social connection remains a leading reason consumers drink, with 35% citing social occasions as their main motivation. In fact, according to the research, in beverage alcohol, consumers are looking for trusted brands that offer credibility amid new product innovations and occasions. To back this notion up, the data revealed that 77% of global consumers say they are more likely to trust a new product from a brand they already know.