Blog: Liquid inspiration?
Chris Brook-Carter | 29 April 2004
As London flooded on Wednesday afternoon and early evening, I was in the safe and dry confines of the Mermaid Theatre in Blackfriars at the inaugural Marketing Society beverage conference, Liquid Inspiration.
My immediate reaction when first reading about the event was surprise that it had not happened before. And, given the turn-up on the day, there were a number of others who felt such a forum to debate issues, from innovation to trends in packaging and advertising, was long overdue.
There were a few criticisms that some of the content of the speeches was a little lightweight – but then these things are always tamer than you hope for. After all Diageo’s marketing chief is hardly likely to stand up in front of his competitors and hand over the company’s secrets.
That aside, the quality of the speakers was unusually high, with the definite highlight being a seemingly unscripted half-hour monologue from Sergio Zyman, the charismatic, one-time boss of Coca-Cola marketing, who now heads up his own marketing consultancy.
The subject matter, too, was varied and interesting, covering everything from premiumisation to innovation versus renovation, as well as insights into the behaviour of tomorrow’s consumers.
However, if I did have a criticism it was that, with the industry’s marketing minds in front of it, the conference failed to address two of the most important issues drinks marketers face today, alcohol harm policy and the problems of obesity.
It does seem odd that these two subjects were avoided, and it wasn’t clear why, but one hopes it wasn’t through a lack of determination to meet these difficult but important issues head on.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Analysis - Remy's Cognac "dead-cat bounce"
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Focus - Remy Cointreau's H1 Performance by Brand
- Moët Hennessy unveils first Travel Retail outlet
- Diageo puts Beckham centre stage in Haig Club ad
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- TWE unveils Penfolds range after CEO's "bold move"