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.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales and Marketing Director

New Generation Wines
London, UK

Brand and Marketing Manager

New Generation Wines
London, UK

Sales Account Manager x 2

Berkmann Wine Cellars
London, UK

Business Development Manager / Account Manager

Harviestoun Brewery
Glasgow, UK, Scotland West

Staff Writer

The Drinks Business
London, UK

Customer Services Administrator

Speciality Drinks
London, UK

Marketing and Communications Manager

Southern England Wines (UK) Ltd
Petworth, UK

National Account Manager

Berkmann Wine Cellars
London, UK

UK Business Development Manager - South East/ East Anglia

Wine & Spirit Education Trust
London, UK

Wines from Spain Annual Tasting 2019

London,United Kingdom
7th Mar 2019

RAW WINE London

London,United Kingdom
10th Mar 2019
Click to view more

The Global Riesling Masters 2018

View Results

Rioja Masters 2018

View Results

Click to view more