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Want a glimpse into the future? Then listen in on this conversation with Daniel Rowntree, the founder of High & Dry foresight agency. He’s seen the beverage trade from every angle, and believes it’s now on the cusp of a generational change.
Daniel's career began at Bacardi before he founded the drinks marketing agency, Elastic, which he sold to Matthew Clark in the UK. When he moved to the US to be part of a venture fund, he saw the explosive growth of wellness culture and realised there was a huge opportunity in the drinks space, ready to be grasped. This led him to create High & Dry Studio, the foresight agency that helps businesses understand the future of non-alcoholic and functional drinks. He believes that the market will evolve past simple alcohol replacements towards new flavour experiences that incorporate adaptogens and nootropic — which means bars will become places that sell moods, not just alcohol.
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