The New Rules - A Bev/Alc Newsletter
Emma Louise Tucker, Margaret Kerr-JarrettDecoding beverage culture and the forces behind it. Trusted by the strategists and founders defining how the world drinks.
| Platform |  | Pricing | Only free issues | Publishes | Twice weekly |
|---|---|---|---|---|---|
| Issues | 56 | Subscribers | Read | newrulesbev.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
Happy hour: Pre-gaming is the move
Every month we watch what’s going on in the bev/alc industry, and then we serve our subscribers a perfectly mixed dose of news and views from the sector: who’s releasing what, what’s on founders’ mind, big rebrands, campaigns and announceme...
The chaos brands are winning
We’re about to say something controversial: ‘beautiful’ branding isn’t everything. Perfectly matched typefaces, lofty slogans and slick visuals aren’t always the answer.
Olujo: the bottle is the strategy
This is an excerpt from our 2026 Report: The New Rules of Brand Building in Bev/Alc. It’s our most comprehensive look at the industry yet. And it’s free to download HERE.
NEWBIES: Cueva Nueva – bringing la hora del vermut to the world
“In Spain, there’s a tradition called la hora del vermut,” says Cueva Nueva founder Phi Peinado. “It’s a midday pause where people gather at their neighborhood bar, share salty snacks, good conversation, and a couple glasses of vermut.”
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Authors
The writers behind this newsletter.
Writer, editor, information enthusiast.
Hey, I'm Margaret: writer, entrepreneur, and cofounder of Nihilo, Casa Malka Tequila, and Esther Rum. On The New Rules, I explore what it really takes to build beverage brands that shape culture.
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