13th December, 2016 by Neil Anderson - This article is over multiple pages: 1 2 3 4 5 6 7 8
We can also foresee a distinct blurring of category boundaries, with more fusion-based drinks and blends between different classic categories. 20 years ago a drinker’s repertoire was smaller and therefore easier to understand, but the innovation in that time has increased not only choice, but also made people more adventurous.
WinePRO addresses this by seeking to understand more about the role of the wine and the drinking occasion and mapping those against the demographic profiles. People used to think very conventionally about wine, beer, cider and spirits as being very separate, whereas today’s consumer will choose different products due to their needs on any particular occasion. This is complicated further by the fusion of traditional drink categories in ready to drink formats.