Five things we learned about the on-trade from William Grant & Sons

Activism is the new buzzword in advertising, according to the execs at William Grant & Sons speaking at the drinks giant’s market report launch last week.

(Photo: William Grant &Sons)

In a world characterised by political, economic, social and environmental turbulence, the firm believes that activism is the new the buzzword in drinks advertising.

“Our extensive research and analysis led us to coin the phrase “The Activeist Consumer” for a new generation which is incredibly aware of its collective consumer power and its ability to drive change at scale and pace,” said UK marketing boss Caspar McRae.

“With a very real level of expectation, brands and organisations will need to continuously innovate and adapt their experiences, ingredients and communications to ensure they meet the needs of this very discerning and powerful group.”

But the report didn’t just focus on the new consumer, and delivered some key insights into the rate of growth in both spirits and sparkling wine.

Click through to find out what we learned at the launch.

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