By The Way: Headlines You May Have Missed the Week of 8/02

Nathan Hager presents three stories that capture emerging consumer trends across different markets. First, the alcohol industry is adapting to changing drinking habits among younger consumers. Jim Beam, owned by a Japanese conglomerate, is developing non-alcoholic cocktails to appeal to health-conscious youth. In China, the phenomenon is more pronounced as a generational divide: while baiju—a $170 billion sorghum-based spirit—has been central to business culture and ceremonial toasts for decades, only about one-fifth of adults aged 25-35 prefer it, with many citing its harsh taste and smell. This represents not just a health trend but a cultural shift where younger generations are rejecting traditional drinking practices. Second, luxury bottled water has emerged as a status symbol. Lunin water, founded by former venture capitalist Clara Sieg, sells for $3.99 per bottle and markets itself through stainless steel filtration and added minerals like Celtic sea salt and magnesium to reduce microplastics. Despite expert consensus that 'water is water,' the premium brand has found shelf space in upscale grocery stores and private events in New York City. Finally, European hotels are capitalizing on historical preservation by converting defunct government buildings into luxury accommodations. Properties like Raffles London at the Old War Office (where guests can drink martinis in a former British intelligence basement) and The Nomad London (featuring Oscar Wilde's former prison cells) charge $13,000-$14,300 per night, positioning history itself as an amenity. This trend spans Europe with similar conversions of old ministries in Paris and Lisbon and a former Italian central bank in Rome.