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Topic

Consumption occasions

A collection of 5 issues

Is your brand strategy working?

Is your brand strategy working? You have two choices. Pick one: 1. You can reinvent the wheel, hunting the new cool. 2. Be consistent with this year and recycle as much as possible. Wanna know something? Very few people are bored with what you did this year. Consumers look for

No niche is too niche...

Stop thinking that a niche is too niche. By trying to be liked by everyone, drinks brands end up dusty on shelf. If consumers cannot relate it to a clear occasion... 👇🏻 ...they will try your brand and never buy it again. Choose your uniqueness and stick to it: It's like

Should drink companies think in categories or in occasions?

Drinks companies think in categories (i.e. Rum, Gin, etc.). Consumers think in occasions (i.e. lunch, aperitif, after dinner).Are team structures ready for the blurring of categories? Not yet. We are probably never going to see a "Director of after dinner" but there is a clear challenge to

Blurred normal: On trade and Off trade have never been closer.