Beverage brands adapt marketing to evolving social trends

Beverage brands are shifting marketing strategies to align with evolving consumer social habits. In Mexico, Riunite has announced it will become an official sponsor of the Estadio GNP Seguros starting September 1. The brand aims to connect with younger generations by moving from traditional social settings, such as dining tables, to live music and entertainment venues.

In Ecuador, Amstel is targeting the concept of ‘quality moments’ among young adults in Quito. This strategy responds to a trend where consumers increasingly prioritize intimate, meaningful gatherings—such as gastronomy and cultural experiences—over high-intensity nightlife. This shift reflects broader post-pandemic changes in how young people choose to socialize, favoring presence and conversation over large-scale events.