<#038> The King is dead. Long live the King. Why there's no such a thing as a dead category?
In the dynamic landscape of the drinks industry, trends come and go. "Rum is dead. Whisky is dead. Vodka is dead." These phrases have echoed through the years, signaling consumer preferences. But are these pronouncements accurate, or is there a deeper truth we should uncover?
The Myth of Category Demise:
Every 5-10 years, industry pundits call a category "dead". The cycle repeats like clockwork, sparking speculations about the next big thing. But, history tell us that categories are cyclical – with glory and rainy days.
When a category is fading, a remarkable comeback often occurs.
Understanding Category Cycles:
We must recognize that consumer preferences are not fixed. Trends shift as taste profiles change. New cuisines get trendy, and they bring new drinks with them. It's a testament to the fluid nature of the industry. Think about the emergence of Mexican cuisine, bringing Agave spirits with it.
