Experimentation and adventurous tastes
Having worked with alcohol brands for nearly 20 years, we've learnt a little about the sector. You could say it's in our blood. (Boom tsh.) Which is why we decided to write a report on alcohol trends for 2017.
The explosion of independent breweries and distilleries over the past decade has fundamentally changed the alcohol industry, laying out the principles of craft - small batch, high quality, provenance and experimentation - which have since been adopted by the big brands. (Although in some cases this simply meant buying their younger, smaller competitors). Encouragingly for consumers though, the major players also seem to have adopted the independents’ taste for experimentation, in product, packaging and marketing.
In this report we will examine how this increasing experimentation by brands, and the changing tastes of consumers, influenced the alcohol sector in 2016; and conclude what it may mean for marketers in 2017.