Alex Pey is a Consulting Manager at IWSR. She leads bespoke projects for drinks producers, turning market data and consumer trends into clear category strategies and growth opportunities across spirits, wine, beer, RTDs and no/low. Alex holds an MBA from London Business School, where she focused on luxury.

IWSR is the global leader in data, analytics and insights for the beverage alcohol industry. Founded over 50 years ago, IWSR has evolved into a global technology-driven business with offices in London, New York and Singapore, covering 160 countries. IWSR uniquely combines the best of data science, leveraging the latest AI-enabled analytics technologies with human intelligence and in-depth local market knowledge. Since June 2025, it has been part of WGSN, the global consumer trend forecaster, combining detailed market data with long-range forecasting of how consumers live, shop and drink.