52 results in the archive - showing page 1 of 2

How to engage consumers with your virtual event - consumer trends 12 Nov 2020

Column: Consumer Trends

In a year of social distancing and shutdowns, one word has been on the lips of many in business: pivot. The organisations and individuals that appear to be weathering the storm best are the ones that realised that in order to survive. they would need to change tack - and quickly.


How COVID has accelerated the trend towards sobriety - consumer trends 13 Oct 2020

Column: Consumer Trends

Having taken a break for 13 months to bring a human into the world, Laura Foster re-dons her consumer trends chapeau and finds our drinking habits to be much-changed compared to when she left us.


How COVID has changed consumers' shopping habits for the long-term - consumer trends 15 Sep 2020

Column: Consumer Trends

The coronavirus pandemic has sparked major changes in the way we shop. These changes, says Lucy Britner, will be with us for the foreseeable future.


How are older consumers reacting to the post-lockdown world? - consumer trends 11 Aug 2020

Column: Consumer Trends

As lockdown starts to lift in many countries, safety concerns are causing the more mature generation to react in different ways to younger drinkers. While this might spell trouble for certain areas of the off-premise, extra caution among older consumers will drive growth in other areas.


How COVID has driven at-home indulgence - consumer trends 14 Jul 2020

Column: Consumer Trends

The coronavirus pandemic has had a seismic effect on the shaping of consumers' drinking habits. This month, Lucy Britner takes a closer look at the rise of at-home indulgence.


How COVID-19 will change the after-work drinks occasion - Consumer Trends 9 Jun 2020

Column: Consumer Trends

The recent shift towards home-working will have a lasting impact on traditional office culture. Consumer Trends commentator Lucy Britner believes our drinking habits will change with it.


Why the coronavirus paves the way for e-commerce, omnichannel push - consumer trends 12 May 2020

Column: Consumer Trends

COVID-19 continues to affect consumer trends in all markets, throwing some off course and speeding others up - including the shift to e-commerce. As more FMCG companies look at direct-to-consumer options, retailers will need to pivot to an omnichannel presence when lockdown is lifted, says consumer trends commentator Lucy Britner.


What will the post-COVID-19 consumer look like? - consumer trends 7 Apr 2020

Column: Consumer Trends

As the COVID-19 pandemic continues, consumer trends columnist Lucy Britner looks at how the crisis will change consumer behaviour.


No escape - the rise of experiences in the on-premise - consumer trends 19 Mar 2020

Column: Consumer Trends

This month, consumer trends observer Lucy Britner explores the global popularity of escape rooms as consumers continue to hunt for new experiences.


Who is using TikTok and how can drinks brands take advantage? - consumer trends 11 Feb 2020

Column: Consumer Trends

 This month, Lucy Britner takes a closer look at the burgeoning social media platform, TikTok. 


What will shape consumer trends in 2020? - Predictions for the Year Ahead - comment 16 Jan 2020

Column: Consumer Trends

As 2020 kicks off, consumer trends commentator Lucy Britner offers her views on the key trends that are set to shape the next 12 months.


How technology is bringing tasting events closer to home - Consumer Trends 14 Nov 2019

Column: Consumer Trends

In a first for Amazon Prime Video, Bacardi last month used the platform to present a live whisky tasting, where audience members could order samples to taste along with experts. Guest columnist Lucy Britner explores the wider consumer trends and the future of interactive TV tastings 


A bit of a blur - Why everywhere is now a drinking occasion - Consumer Trends 15 Oct 2019

Column: Consumer Trends

As consumer-facing channels continue to merge, there are few places that can't become a drinking occasion, finds guest consumer trends columnist Lucy Britner.


Plugged in, amped up - music festivals are the perfect stage for brand creativity - Consumer Trends 10 Sep 2019

Column: Consumer Trends

As the summer in the UK rumbles to a close and autumn takes over, I’m packing up my festival kit once more. Away goes the tent and the thankfully-unused wellington boots, unlikely to be unearthed again until the weather warms up again next year.


How personal DNA testing will shape the future of drinking - Consumer Trends 13 Aug 2019

Column: Consumer Trends

This month, guest consumer trends columnist Lucy Britner explores how DNA testing will change what we drink, offering her own results as a bellwether.


Why we all need to lift our heads out of our drinks - Consumer Trends 11 Jul 2019

Column: Consumer Trends

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. 


The gaping opportunity for no-alcohol in the on-premise - Consumer Trends 14 Jun 2019

Column: Consumer Trends

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.


New Coke returns - The power of nostalgia over consumers - Consumer Trends 31 May 2019

Column: Consumer Trends

Consumers have repeatedly shown the value of appealing to nostalgia in their love of things that resonate with their younger selves or due to affinities for decades past. The Coca-Cola Co is now targeting this impulse, tied in with the '80s-fuelled nostalgia of hit series Stranger Things, to bring back one of its biggest failures.


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

Column: Consumer Trends

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.


Why drinks companies should focus on farming to win the consumer's love - Consumer Trends 9 Apr 2019

Column: Consumer Trends

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. 


How to ride the Generation Z wave in the on-premise - Consumer Trends 12 Mar 2019

Column: Consumer Trends

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.


Why consumers are demanding more experiential marketing activations - Consumer Trends 17 Jan 2019

Column: Consumer Trends

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.


Why gender-targeted products and marketing failed in 2018 - Consumer Trends 20 Nov 2018

Column: Consumer Trends

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. 


Consumer demand for environmental efforts reaches fever pitch - Consumer Trends 16 Oct 2018

Column: Consumer Trends

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.


Does the consumer really care about your cocktail competition? - Consumer Trends 20 Sep 2018

Column: Consumer Trends

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?


How to pitch alcohol-free adult soft drinks to consumers - Consumer Trends 2 Aug 2018

Column: Consumer Trends

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 Millennials are taking over. But, why are they so miserable? – Consumer Trends 25 Jun 2018

Column: Consumer Trends

This year sees the last of the Millennial cohort reach adulthood. The economic prospects for the generation differ widely between mature and emerging markets, Ben Cooper writes, but the world over they punch above their weight in terms of their influence and the interest they receive from brands.


Why the on-premise is failing to tempt consumers away from classic cocktails - Consumer Trends 4 Jun 2018

Column: Consumer Trends

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.


How to collect data without alienating your consumer - Consumer Trends 1 May 2018

Column: Consumer Trends

The Cambridge Analytica/Facebook data scandal may have been played out largely in the political arena but the implications for branded companies are arguably as serious as they are for politicians. Ben Cooper investigates.


How Anheuser-Busch InBev and Diageo are revolutionising drinks marketing - Consumer Trends 4 Apr 2018

Column: Consumer Trends

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.

1