Erwin Henriquez Senior Research Analyst
chicago
Spanish, Castilian, English
About Erwin
Erwin is the regional research lead for soft drinks in the Americas. Erwin focuses on client engagement and nurturing client relationships in the region, to drive drive research and insight. Erwin further supports clients through scoping and opportunity assessment, as well as Passport usage demonstration for specific client questions.
Expertise
Erwin advises clients across the soft drinks and alcoholic drinks industries. He produces analyses covering the most relevant trends for the industry, such as the intersection between functionality and consumption occasions, the impact of regulation on healthy consumption trends and the search for value through premium products. He also contributes to cannabis market research in the region, particularly in the US, and writes on the main opportunities and challenges in this developing industry. Erwin previously worked in sales for new business in Latin America, mainly in food and beverages and B2B.
Recently Published Work
Fizz with a Buzz: The Rise of Cannabis Drinks in the US
Erwin Henriquez
“Minnesotans live in the future” was the most popular quote in the cannabis industry in 2023 after the state legalised products containing less than 10mg of hemp-derived THC per package to be sold in retail stores across the state. According to industry players and retailers in the state, hemp-derived THC products saw incredible growth and overnight success, with liquor stores reporting that up to 10% of their sales were coming from these types of products in the first couple of months.
From Powder to Powerhouse: How Concentrates are Quenching Thirsts and Boosting Profits
Erwin Henriquez
Concentrates are becoming increasingly popular due to their affordability and specific functional benefits. While they are generally still a cheaper alternative to ready-to-drink beverages, consumers are now seeking more premium powder mix options with health, flavour, sugar reduction, convenience, and functionality as the main drivers.
Classifying Emerging Cannabis Markets
Erwin Henriquez
Cannabis has emerged as one of the fastest-growing industries globally. With the legalisation of cannabis spreading across countries, the industry is expected to experience exponential growth over the next few years. In our Emerging Cannabis Markets: A Taxonomy report, we build a classification for all emerging cannabis markets/countries that allows us to understand better the market context, capabilities, and opportunities on both the domestic and global stage.