When I was growing up, and we were visiting my grandparents for supper (mid-week or weekend the pattern was the same), I distinctly recall how the evening unfolded in terms of the drinks served. I probably noticed it more because these drinks were ‘forbidden’. They started with predinner drinks generally a sherry or gin & tonic, then moved onto wine with the meal, white for fish/chicken and red for beef and then ended the evening with a liqueur. 

Fast forward to the present day, where it's no longer taboo to have a cocktail/gin/Kombucha with your meal. Behaviours and patterns are not as rigid and restrictive as before, allowing everyone to select the drink that is right for them in that moment.  

This means brands are now competing across multiple different occasions and with a broader competitive set than before. 

How do brands position and market themselves when the lines have blurred?