<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:news="http://www.google.com/schemas/sitemap-news/0.9" xmlns:image="http://www.google.com/schemas/sitemap-image/1.1">
  <url>
    <loc>https://www.beveragedaily.com/Article/2026/10/21/why-drinks-brands-need-to-rethink-the-rules-of-drinking/</loc>
    <lastmod>2026-10-21T14:42:48.814Z</lastmod>
    <changefreq>always</changefreq>
    <priority>0.5</priority>
    <news:news>
      <news:publication>
        <news:name>BeverageDaily.com</news:name>
        <news:language>en</news:language>
      </news:publication>
      <news:publication_date>2026-10-21T14:42:48.814Z</news:publication_date>
      <news:title><![CDATA[Why drinks brands need to rethink the rules of drinking]]></news:title>
    </news:news>
    <image:image>
      <image:loc>https://www.beveragedaily.com/resizer/v2/L5LGCRXK5JFQJLRRKNNLRLONDY.jpg?auth=af2d77a5d16437f53c597098e0f36ae367631a4946534bae2b79665d217dcd63&amp;smart=true&amp;width=3805&amp;height=2572</image:loc>
      <image:caption><![CDATA[Hamish Campbell, executive creative director at Denomination, believes the key to successful drinks branding is knowing what makes a brand different and giving consumers a reason to choose it.]]></image:caption>
    </image:image>
  </url>
</urlset>