Missouri Monthly – May 2026

Hallyu Soju

The Korean Wave is opening up new taste profiles.

Soju might be the next big thing in spirits. The IWSR is forecasting a CAGR volume growth of +16% between 2024 and 2029. This is particularly notable for two reasons: total US spirits volumes are predicted to decline 2% over the same period, and soju's CAGR is comparable to tequila and RTDs during their early emergence stages.

Soju is a clear, fairly neutral-tasting spirit, traditionally made from the fermentation of rice, although many other starches are now used. Comparable in taste to vodka, it contains around half the alcohol, sitting at around 20-25% ABV, so it doesn’t give the same burning sensation when drunk. While soju accounted for only 1% of US spirits volumes in 2024, it is one of the most popular spirits globally.

With K-Pop, K-Dramas and K-Beauty fuelling the rise of interest in Korean culture as a whole, consumers are now entering a new phase of cultural exploration, reaching further into the nation’s lifestyle trends.

Korea’s refusal to assimilate into the global Western cultural machine is casting a glow of intrigue onto more categories, particularly food and drink. With taste profiles just foreign enough to feel exciting, yet not too challenging, we don’t think it will be too long before Korean flavours are everywhere.

Cloudy, bubbly, and sweet, makgeolli is a beverage that both excites and challenges adventurous drinkers. The last few decades have seen a boom in makgeolli, with major Korean brewer Jipyeong reporting record sales in 2025 and expecting more for 2026.

Look out for this opaque rice spirit on bar menus soon.

Quarter Proof Lands in Sainsbury’s

Mid-strength spirits brand Quarter Proof has secured its first supermarket listing with Sainsbury’s for its 15% ABV gin alternative spirit. Founded in 2021, Quarter Proof also offers tequila and vodka alternatives.

The mid-ABV category is growing as consumers look for more ways to moderate their alcohol intake without missing out entirely. With supermarkets awarding valuable shelf space, this trend is likely to only grow.

AB InBev Says Beer Is Back

AB InBev sold more drinks in Q1 2026 than it has since Q1 2023, fuelled by growth in major beer brands Corona, Michelob and Stella Artois. Volumes were predicted to fall but instead rose 0.8%.

The brewer’s 2026 strategy has been to focus resources on a smaller selection of key brands. Clearly it is paying off in a market where beer has been hit by shifting drinking habits and rising cost-of-living pressures.

Stone Carving Experience at Witchmark Distillery

Wiltshire-based Witchmark Distillery has launched stone-carving workshops as part of its on-site experiences. Inspired by the witch marks that give the brand its name, guests are invited to explore the brand’s history while carving their own replica.

As interest in earth-based spirituality and folklore grows, and more consumers pick up craft-based hobbies, this sits perfectly between both worlds while remaining very on-brand.

Asics

Sportswear brand Asics hosted a week-long pop-up for the London Marathon, round the corner from Missouri HQ.

Alongside a series of wellness workshops, DJ sets and run club outings, the space also featured a coffee-bar collaboration with plant-based milk brand Minor Figures and t-shirt screen printing.

With branded merchandise so often unexciting, the screen-printed shirts felt like a fresh take. Four creative designs were offered throughout the week, and we’ve already seen them worn in our studio.

Lucky Saint x Lime

To launch their new Lime & Sea Salt flavour lager, alcohol-free beer brand Lucky Saint partnered with Lime Bikes.

They created a two-day hydration station pop-up on Broadway Market in East London. Consumers could walk or cycle up to receive a free can of the new flavour.

With summer heat almost upon us, and with it a glut of fair-weather cyclists on Lime bikes, this was a great way to show consumers a way to cycle safely, even on “Thirsty Thursday.”

Proper

Proper Snacks’ new campaign is focused on the moment’s trending micronutrient: fibre. According to CEO Alex Brittain, “popcorn provides 10 times more fibre [by weight] than spinach.”

Using the double-entendre of “supplement”, both a nutrition additive and a newspaper insert, they positioned popcorn as “your fibre supplement snack.”

As consumers learn more about processed foods, being able to market as a clean source of nutrients is a powerful position in the current market. A fun, hot-pink take on the trend is very on-brand.

Sauna Water

Founded in 2023 as a collaboration between Portage Brewing Company and Cedar & Stone, a sauna-making company, Sauna Water is a range of botanically flavoured sparkling water aimed at aiding recovery from the sauna and fostering connection. Packed with 75mg of mineral sea salt to provide rehydration support, these are functional beverages with a very specific target.

“Sauna Water is a culmination of our creative curiosity, the thermic cycle, and our basic need to be nature. By designing products around various sauna experiences and cultures, we can expand our circles hot, cold, and rehydration.”

Sauna Water, with its incredibly specific proposition, cuts through the generic hydration beverage market and targets a smaller but highly engaged audience.

Back Market

Back Market is taking its challenger positioning seriously in its new global campaign. As the leading marketplace for refurbished tech, it is frequently making the case for older technology still being relevant, just at a cheaper price. Now it’s taking that further, showing older tech has its own set of benefits.

Speaking on the campaign, CMO Joy Howard said: “Once you understand how you interact with tech in the real world, you have the opportunity to ‘downgrade’ to a refurbished version that serves your daily needs for a fraction of the price of new and much less impact on the environment.”

Few people get excited about new iPhone launches anymore. More are lamenting the loss of features like physical keyboards and headphone jacks than celebrating slightly faster chips. At the same time, people are looking to reduce their screen time.

The Ordinary

The beauty industry is full of dubious claims, misleading marketing, and ingredient lists longer than a supermarket receipt. The Ordinary has always been a counterpoint to these industry norms and is bringing that to life in a creative new campaign: The Periodic Fable.

The core idea is a “scientific table with zero science”, swapping the elements for 49 beauty buzzwords. Each is explained and debunked in the hope of creating a more transparent industry where everyone can tell fact from fiction and science from story.

The semiotics of the periodic table are instantly understood by most consumers, making this a striking way to flip science on its head. The campaign positions The Ordinary in bold opposition to its competitors, not just in product but in philosophy.

Ikea

The Ikea blue bag has been a distinctive brand asset for years. Instantly recognisable, the blue bag was even the centrepiece of Ikea’s Oxford Street store launch.

The brand is now using the blue bag as a frame, showing scenes as if we are looking out from inside it and demonstrating its many uses.

Everyone knows Ikea and everyone knows the blue bag. This campaign creates a creative system that can be flexed across many occasions, platforms and markets.

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