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.
Forget gluten-free. Fodmaps are the latest food trend, and if you work in the soft drinks industry it is important to know where you stand with them....
Companies are very protective of their brand image. So it is refreshing to hear Diageo's Garbhan O’Bric, the global brand director for Baileys, speak the unvarnished truth when talking about the lique...
Alcohol companies love a good movie tie-in. A brush with Hollywood glamour seems to give marketers the warm and fuzzies, judging by the number of deals done over the past few years. The new James Bond...
just-drinks is in Cannes this week at the Tax Free World Association show. Here's the second part of Andy Morton's blog, which will keep you up-to-date at one of the most important dates in the Trave...
- Whatever happened to binge Britain? - comment
- How to turn a domestic spirit into a global brand
- The US beer market - A level playing field for all
- Remy Cointreau's Q2 and H1 - preview
- This week in spirits & wine
- Diageo sells off United Spirits' Bouvet Ladubay
- Captain Morgan distillation trial queried by USVI
- Sazerac sues Brown-Forman over Tennessee Fire
- Craft, imports near 50% share in US on-trade
- Sidney Frank CEO to head Clooney's import co
- Global Beer Trends 2015 : Global Beer Trends and Long-term Forecasts
- Global sparkling wine insights - market forecasts, product innovation and consumer trends research
- Future growth opportunities for global spirits
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- Global Wine Market to 2019 - Market Size, Development, and Forecasts