just-drinks authors and correspondents

Laura Foster

Laura FosterBiography

Drinks journalist Laura Foster fell into the drinks industry in 2006 and hasn't been able to get back up ever since.

In 2013, Laura won the Alan Lodge International Young Spirits Writer of the Year award and has written for a number of food, drink and lifestyle titles, including Stylist, The Daily Telegraph, Munchies and Imbibe.

She likes long walks in the countryside, drinking whisky and singing all the parts to Bohemian Rhapsody at karaoke. 

Articles by Laura Foster

Our industry must keep an eye on drinkers outside of their own kindWhy we all need to lift our heads out of our drinks - Consumer Trends 11 July 2019

It can be very easy for those working in the drinks industry to forever be in search of the new. We're all guilty of it - marketers, tastemakers, even journalists. What can result is a churn of trends and a lot of white noise that obscures the bigger picture stories of what consumers are actually enjoying, both in the on-premise and at home. 

Consumers in the on-premise channel need guidance to make their non-alcoholic choicesThe gaping opportunity for no-alcohol in the on-premise - Consumer Trends 14 June 2019

The UK has found itself divided recently, and not just over the thorny issue of Brexit. Last month, bar owner Sam Espensen made headlines for complaining about customers ordering free tap water in her venue.

Why gaming is the next frontier for drinks marketing - Consumer Trends 15 May 2019

When I was ten, I begged my parents to allow me to use my Christmas money to buy a Sega Megadrive. This was a computer console at the height of gaming sophistication at the time, with its trusty blue hedgehog, Sonic, leading a whole band of children and adults on an endless quest to bag as many gold coins as possible, without falling to their deaths. Computer games were something that occupied a number of my childhood years, before I got interested in music (Oasis were much better than Blur!), make-up and boys. It appears, however, that for many people gaming isn't something that they grow out of, but rather continue throughout their lives.

While the organic trend is well-established, drinks companies need to up their game to surf this particular waveWhy drinks companies should focus on farming to win the consumer's love - Consumer Trends 9 April 2019

Have you given much thought to the environmental and health impact of the growing of your raw materials? For decades now, the efficiency of ingredient - what gives maximum yield, which is most disease- or frost-resistant - has taken precedence over everything else. 

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. 

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