If there’s one theme that’s influenced the alcohol sector over the past few years, it’s craft. The explosion of independent breweries and distilleries over the past decade laid out the principles of craft – small batch, high quality, provenance and experimentation, writes digital agency Kerve.
The big brands have been quick to co-opt the design cues and language of these independent producers.
In some cases they’ve simply bought those who were challenging them.
Encouragingly for consumers, the major players also seem to have adopted the independents’ taste for experimentation, in product, packaging and marketing.
“Sick of all things establishment and big business, consumers turned their backs on the big faceless homogenous brands that had provided for them and satisfied them, and their parents, for decades.
“Consumers thirsted after smaller, more credible brands and business that reflected the values that they had been forced to adapt,” said Elliot Wilson, strategy director at The Cabinet.
In this round-up we will examine how this increasing experimentation by brands, and the changing tastes of consumers, influenced the alcohol sector in 2016; and conclude what it may mean for marketers in 2017.
The full Kerve drinks trends report can be found here.