Ever more ethical,right on and equally status conscious… British drinks consumers are looking for diverse lifestyle messages from their beverages - and it isn’t about drinking!
1. Health juice and wonder waters
Time poor, cash rich consumers are seeking optimal health in a convenient form so drinks with functional properties continue to fly high this year, whether it be energy, detox, vitamin, oxygen… find a function in your drink.
2. Bling booze and style smoothies
Higher income consumers are looking for the ‘next big thing’ in drinks. More people are keen to become connoisseurs of particular types of drinks such as wine and whisky, so piling the right lifestyle premium messages into the drinking occasion and experience can gain improved returns.
3. Drinks do grow on trees
The provenance of product continues to grow as more consumers seek reassurance about the quality and perceived health value or premium authenticity of their drinks. There is increasing criticism surrounding freshness, quality and food miles, so calibrating the brand provenance to the consumer’s expectation is crucial.
4. Shaken not stirred
Development continues in producing drinks products that are ready to serve at the desired temperature and easy to dispose of at the point of purchase, especially when incorporating Portman guidelines into drinking experiences, brand ritual for serve and consumption needs to be at the heart of any on-trade strategy.
5. Eco Pops
Within the drinks industry, Green issues means addressing amongst others;
• Recyclable and less packaging
• Organic ingredients
• Reducing the carbon footprint/ neutrality
• And a commitment to environmentally-friendly practises.
Where this practice just isn’t viable yet, it can be overcome by leveraging eco partners into brand activation activity. Either way it’s not to be overlooked.
So there you go – there’s five, there are plenty more! If you want to discuss any of these, drop us a line.
(Image by Rachel Notting Hill Carnival 07)
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