Bibendum PLB stengthens play for UK

Mark Johnson, managing director Instil (Spirits and beer brand agency)

MJ headshot“The alcohol supply base is polarising. As with many industries under margin pressure there is little space in the mid-ground. Further large supplier consolidation is inevitable as that is where the large multiple retailers need to gain lower prices on their volume lines to remain category competitive. Only the most efficient or brand heavy suppliers will survive there.

“While this stifles innovation from the large suppliers it allows the small flexible creative producers to gain a foothold and keep the shelves and bars interesting. No wonder the ‘craft’ scene is booming. Polarisation in the UK beverage and food market is the best innovation driver because a significant and growing section of the population are bored of the homogenised ranges and are lapping up all the new tastes and the left field brand personas.”

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