Lee Hindmarch is the Chief Revenue Officer at The Harris Poll, standing at the forefront of tracking the seismic shifts in consumer behavior that are reshaping the beverage alcohol industry. With Gen Z increasingly defining the "new normal" for 2026 and beyond—shifting the market toward mindful consumption, functional ingredients, and values-based brand loyalty—Lee provides retailers and brands with the data-backed roadmap needed to stay ahead of the curve.

By blending his deep background in cultural marketing with The Harris Poll’s real-time public sentiment data, Lee offers a unique dual perspective: he understands both the hard metrics of retail growth and the nuanced cultural drivers behind the beverage industry. A specialist in identifying market "white space," Lee helps global organizations and retailers translate complex data into strategies that build long-term brand equity with the next generation of consumers.

At the 2026 Beverage Alcohol Retailers Conference, Lee shares actionable insights on how retailers can leverage consumer sentiment to pivot their portfolios, capture Gen Z’s evolving palate, and future-proof their business in a rapidly shifting landscape.