As consumers become less brand loyal (nearly half of US consumers say they would "gladly" switch brands for a coupon), understanding what they want in a product has become increasingly important. With this in mind, Diageo's Future of Cocktails Report--put together in collaboration with World Class and The Future Laboratory--digs deep into changing consumer values and the inevitable results on cocktail culture around the world. Note, because the report focuses on future trends, more emphasis is placed on the younger generations' values.