just-drinks authors and correspondents

Laura Foster

Articles by Laura Foster

A quarter of Generation Z consumers prefer not to drink alcohol at allHow to ride the Generation Z wave in the on-premise - Consumer Trends 12 March 2019

Last month, I took a look at the growing interest among consumers for experiences.  A recent report in the UK from Red Brick Road and Opinium, provided further interesting new insights into this trend. The purpose of the report, entitled 'The Last Round? How to engage the next generation of Mindful Drinkers', was to locate sales opportunities in the on-premise channel for drinks brand owners, against a background of abstinence: Don't forget that, according to studies, around a quarter of Generation Z consumers - aged between 18 and 30 - are teetotal.


The more experiential the activation, the more consumers will remember themWhy consumers are demanding more experiential marketing activations - Consumer Trends 17 January 2019

Flicking through a magazine over the festive break, I happened across an article that was simultaneously fascinating and depressing. Instagram-worthy museums, where people go to take selfies in front of eye-popping exhibits, or whilst floating in ball pools, are apparently taking off in America. What this highlights is how consumers want to place themselves in the centre of the story whilst having fun.


Brewdog's Pink IPA was designed to challenge sexist marketing. But, was it successful?Why gender-targeted products and marketing failed in 2018 - Consumer Trends 20 November 2018

As 2018 rolls to a close and we survey the wreckage of what has certainly been an 'interesting' year, one annoying trend jumps out at me; the continued singling-out and patronisation of women by the drinks industry. 


Last week's report from the IPCC warned of catastrophic damage to the earth if we fail to limit global warming, going forwardConsumer demand for environmental efforts reaches fever pitch - Consumer Trends 16 October 2018

My initial thoughts for my latest Consumer Trends consideration for just-drinks were to write about how drinks companies can make alcohol more fun, thereby breaking down barriers with consumers. Last week's report from the Intergovernmental Panel on Climate Change, however, made me feel that such frivolity would be somewhat remiss.


More and more spirits brands are running cocktail competitions - does the consumer know, or even care?Does the consumer really care about your cocktail competition? - Consumer Trends 20 September 2018

It's only three weeks until the global final of Diageo's 'World Class' event rolls into Berlin. The pending circus has given me cause to contemplate the nature of these global cocktail competitions, specifically from the viewpoint of the consumer. Over the last decade, the likes of Diageo and Bacardi have ploughed vast amounts of their marketing budgets into these bartender-focused cocktail competitions. But, to what gain?


The Kolibri range includes Elderflower & Lime, Strawberry & Basil and Cardamom & ChilliHow to pitch alcohol-free adult soft drinks to consumers - Consumer Trends 2 August 2018

In her latest consumer trends column, Laura Foster looks at the rise of non-alcoholic and adult soft drinks. The key to their success, she says, is in the way they are communicated to consumers. 


The chart of most popular cocktails in the on-premise is dominated by the classicsWhy the on-premise is failing to tempt consumers away from classic cocktails - Consumer Trends 4 June 2018

Anyone working in the on-premise channel will, no doubt, be aware that Diageo's Reserve World Class cocktail competition is rumbling slowly towards the final, in Berlin later this summer. National heats are taking place around the world, with competitors jumping through numerous bibulous hoops to win a golden ticket.


A focus on the wide range of drinking occasions is providing benefits for Anheuser-Busch InBev and DiageoHow Anheuser-Busch InBev and Diageo are revolutionising drinks marketing - Consumer Trends 4 April 2018

There was a time, not so long ago, when occasion-based drinks marketing meant advertising your lager brand in an ad during a World Cup football match. Not anymore - things have become a lot more complicated since then.


Minimum Unit Pricing is set to take effect in Scotland from 1 MayWhy Minimum Unit Pricing could prove a win for both consumers and the drinks industry - Analysis 31 January 2018

Towards the end of last year, the UK Supreme Court ruled that Minimum Unit Pricing (MUP) could proceed in Scotland. The decision has prompted many questions: Is this the right approach to tackle the issue of irresponsible drinking? Are moderate drinkers being punished for the actions of a few? Indeed, is the Scottish Government using a sledgehammer to crack a nut? Laura Foster investigates.


Patron has been using technology to connect with consumersWhy the time to educate consumers may finally have arrived - Consumer Trends 9 November 2017

After years of trying - and failing - are the drinks industry's attempts to educate consumers finally falling on open ears? On-premise and spirits commentator Laura Foster investigates.




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