The alcohol market is being disrupted by a series of macroeconomic and demographic factors. Falling wine consumption in Europe is being offset by growth in global consumption. The US and China now account for 21% of global wine consumption, having accounted for just 10% a decade earlier. More broadly, consumer choices are shifting, as spirits and craft beers see increasing sales, and consumers in established markets are increasingly demanding niche products such as low-alcohol or alcohol-free beers. The average alcohol consumer is also now older, better off and more likely to be urban dwelling, with brands shifting their product appeal towards experience-based products like cocktail spirits accordingly.

Nevertheless, alcohol remains a global trade; growers from Australia, Chile and New Zealand dominate global wine brand rankings, and consumers are showing increased interest in Asian-developed alcoholic products like Japanese whiskeys and Chinese beers. However, the sheer volume of transactions and transportation which must be conducted across borders by alcohol traders in order to service wholesalers, bar chains and major retailers can cause severe cash flow issues in otherwise healthy accounts receivable. Trade finance products are specifically designed to alleviate this issue.