27 results in the archive

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?


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.


How will brands connect with consumers in the post-trust era? - Consumer Trends 21 Feb 2018

Column: Consumer Trends

The latest Edelman Trust Barometer found levels of trust in the US general population have declined by the largest margin the survey has ever recorded, while classifying 20 of the 28 countries surveyed as "distrusters". Ben Cooper asks Tonia Ries, executive director of Edelman Square, the intellectual property unit of the global PR giant, what declining trust means for brands and their relationship with consumers.


How helping poorer US consumers is set to hammer the soft drinks industry - Consumer Trends 19 Feb 2018

Column: Consumer Trends

Carbonated soft drinks companies are used to navigating choppy waters, especially in the US where sales have been declining since 2003, according to GlobalData. However, a proposed revamp of the Supplemental Nutrition Assistance Program (SNAP), which provides foods and beverages to poor Americans, could end up delivering a new blow to soft drinks that the industry did not anticipate.


Why the time to educate consumers may finally have arrived - Consumer Trends 9 Nov 2017

Column: Consumer Trends

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.


Why drinks companies will struggle to break Generation Z - Consumer Trends 7 Sep 2017

Column: Consumer Trends

This month, Ben Cooper examines what a new report from marketing consultants Protein on Generation Z - or Gen Z - consumers may mean for marketers, particularly for those in the drinks arena.


Non-alcoholic growth is about seeking, not avoiding – Consumer Trends 2 Aug 2017

Column: Consumer Trends

A new generation of non-alcoholic drinks, and the growth they are achieving, is deservedly generating excitement in the drinks sector. The key to capitalising on the non-alcoholic revolution, Ben Cooper writes, is understanding that consumers are making a positive choice - seeking something rather simply looking to avoid alcohol.


Vermouth - The next big thing? - Consumer Trends 19 Jul 2017

Column: Consumer Trends

Among the talk at the on-premise Tales of the Cocktail conference in the UK this April, the consensus appeared to be that vermouth is once again gaining momentum. Indeed, the segment has been tipped by many industry observers as one to watch in the coming years.


Why brands should tap into consumers' beliefs and values - Consumer Trends 29 Jun 2017

Column: Consumer Trends

Recent research from global marketing consultancy Edelman reveals consumers are increasingly inclined to choose brands on the basis of shared values. Communicating ethical positions through brand marketing can, therefore, offer significant new opportunities to build brand loyalty but, Ben Cooper writes, belief-driven consumers expect companies to act in accordance with those beliefs, and not just espouse them.


Why drinks companies should tap into happiness - Consumer Trends 5 Jun 2017

Column: Consumer Trends

The pursuit of happiness may conjure up notions of carefree abandon, but it has become a serious business. Ben Cooper examines how positive psychology - a field of psychological study focused on happiness that has emerged over the past two decades - is in tune with key consumer trends and is proving an effective framework for new approaches to brand marketing.


What does the changing face of socialising mean for drinks brands? – Consumer Trends 9 May 2017

Column: Consumer Trends

Having already revolutionised how we communicate remotely, digital technology is now transforming how we socialise physically, presenting new challenges for the companies that provide the lubrication for social occasions. Ben Cooper considers what the shifting nature of socialising means for drinks brands. 


The on-premise trends that are set to shape the future - Consumer Trends 3 May 2017

Column: Consumer Trends

Last month, members of the global drinks industry gathered in Edinburgh for Tales of the Cocktail's Tales on Tour programme - five days of seminars and parties. Deputy editor Lucy Britner was there and grabbed some time with Tales founder Ann Tuennerman, Bacardi's global advocacy director Jacob Briars and the firm's malts ambassador Georgie Bell, as well as William Grant & Sons USA brand advocacy director Charlotte Voisey, to learn about the emerging trends hitting the on-premise channel.


The drinks industry's gender failure - Consumer Trends 29 Mar 2017

Column: Consumer Trends

In our latest look at consumer trends in the drinks industry, Ben Cooper turns his attention to the marketing of products along gender lines and asks, why are drinks brands struggling to keep up with society's changing approach to the sexes?


How rising nationalism may challenge the supremacy of global brands - Consumer Trends 1 Mar 2017

Column: Consumer Trends

In this month's Consumer Trends column, Ben Cooper talks to Nigel Hollis, chief global analyst at Kantar Millward Brown, and considers the degree that growing support for nationalist and anti-globalist politics could affect the consumer appeal for international and imported brands, to the benefit of local products.


Has Millennial-mania drowned out the elder consumer? - Consumer Trends 6 Dec 2016

Column: Consumer Trends

Over-60s are not only healthier, wealthier and living longer and more active lives than their predecessors, they are also more politically engaged. Ben Cooper examines why looking afresh at the seniors market chimes with recent momentous political events.


How can alcohol brands push their 'better-for-you' attributes? – Consumer Trends  27 Oct 2016

Column: Consumer Trends

Alcohol companies have long been criticised for their relationships with health and wellness. But, has the industry finally spotted an opportunity to capitalise on the trend? Ben Cooper investigates.


The future of drinks flavours - Consumer Trends 13 Sep 2016

Column: Consumer Trends

The broadening taste palate of consumers is spurring ever more adventurous flavour creations in the drinks sector, Ben Cooper writes, while growing sophistication in how consumers view flavour profiles in food and drink is leading to new opportunities in marketing, product development and food pairing.


How the Internet of Things is shaking up the cocktail market – Consumer Trends 4 Aug 2016

Column: Consumer Trends

Rapid and constant connection to the Internet has already transformed how consumers interact with the market, but the digital revolution is by its very nature a continuing phenomenon. In this month’s Consumer Trends, Ben Cooper investigates the link between a recent multi-billion-pound tech deal and the Moscow Mule.


The move away from alcohol and the soft drinks opportunity – Consumer Trends 7 Jul 2016

Column: Consumer Trends

There has always been demand for non-alcoholic drinks for adults, but the adult soft drinks segment – and its consumers – are changing. Ben Cooper reports.


What the on-premise can teach us about the future - Consumer Trends 8 Jun 2016

Column: Consumer Trends

The on-premise channel remains a key testing-ground for new drinks products and has always pointed the way for trends in the wider beverage arena. Ben Cooper looks at some recent research and examines why on-premise trends are so influential.


Are consumers getting tired of consuming? - Consumer Trends 26 Apr 2016

Column: Consumer Trends

In this month's Consumer Trends spotlight, Ben Cooper examines consumption itself and asks whether government statistics in the UK published earlier this year, coupled with observations by the head of sustainability at Ikea, signify slowing demand for consumer goods.


The growing importance of the convenience channel to drinks companies - Consumer Trends 24 Mar 2016

Column: Consumer Trends

When drinks executives see references to 'disruptive influences' in retailing, they may well brace themselves for an uncomfortable haranguing about binge-drinking in pubs or town centres. It might come as a relief, then, that a new report from KPMG Boxwood on the retail sector in the UK refers to what other analysts might call market 'drivers'.


Forget Baby Boomers at your peril - Consumer Trends 11 Feb 2016

Column: Consumer Trends

In the latest of his consumer trends articles, Ben Cooper highlights the potential still on offer for drinks companies from the Baby Boomers out there.


How to market moderation - Consumer Trends 26 Jan 2016

Column: Consumer Trends

Reconciling two prevalent trends in the alcohol sector – moderation and premiumisation – represents one of the critical challenges facing alcohol marketers, writes Ben Cooper. Particularly as they seek to attract and retain young adult consumers.

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