How to gather drinks industry insights:
Old way:
- Running Focus groups (with wannabe influencers)
- Pretending to be customer-centric (and ignoring feedback)
- Discussing findings in the echo chamber (of the board room)
New Way:
- Observing the action in a bar (in person)
- Studying drinks menus (reading between the lines)
- Talking to a bartender (speaking the same language)
Listening to the truth > Confirming what you wanna hear