Neil Anderson
The views expressed in db Reader do not represent the views of the drinks business.

What trends will shape the drinks trade in 2017?

The digital impact

ts_140501_smartphone_apps_800x600The impact of the digital age is also continuing to take effect on the drinks trade, with more and more consumers purchasing wine via digital devices (mobile/websites). Even a morphing of store and website (click & collect which is fast growing). When you have social, political and economic uncertainty, consumers will usually stick with products that they have tried and/or they are increasingly choosing propositions that emotionally connect with them. This is still a big opportunity for the drinks industry; looking at what we can learn from other product categories and really focusing on how our wonderful products present themselves and resonate with consumers.

We also need to recognise that digital media is bigger than TV. Social conversations start with digital devices so using social media to bring our products and propositions to life is going to be critical for success.

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