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 | Weekly |
|---|---|---|---|---|---|
| Issues | 43 | Subscribers | Read | newrulesbev.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
Why Velocity is the New Valuation
PSA: ATTN: FYI: We are moving past the era of the “exit by default.”
IESSI has what so many non-alc brands lack: complexity
This is an excerpt from our newly released 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 ↓
Alcohol as cultural technology: the 13,000-year case
The conversation around alcohol is becoming increasingly weird. We’re told there is no safe level of consumption. We’re being coached to view our bodies as chemistry sets, to do everything we can to “increase longevity.”
NEWBIES: JIN JIN – building out the next non-alc category
We just released our 2026 report: The New Rules of Brand Building in Beverage & Alcohol. It gathers wisdom and thoughts on brand as a tool for growth from some of the most-referenced bev/alc brands of the moment. And it’s free to download. ...
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Authors
The writers behind this newsletter.
London-based writer, editor and 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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