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Your email address will not be published.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 *

Subscribe to our newsletters

Partner Manager - Manged On-Trade

Maverick Drinks
London, UK

Brand Manager

Hatch Mansfield
Ascot, Berkshire

Digital Co-ordinator

Alliance Wine
London, UK

Head of Sales

IWSC
London, UK

Logistic and Fullfilment - Whisky (and wine) administrator

Stilnovisti Ltd
London, United Kingdom // Dufftown, Keith, United Kingdom

Account Manager

Harviestoun Brewery
Field Based, UK

Buyer - Spain & South America

Enotria&Coe
London, UK

Events Sales Manager

Enotria&Coe
Field based - London or surrounding area

Sales Director Europe

Mirabeau Wine
Europe

Argentina Breaking New Ground Masterclass Series

Manchester,United Kingdom
16th Oct 2018

Argentina Breaking New Ground Masterclass Series

Leeds,United Kingdom
17th Oct 2018

Argentina Breaking New Ground Masterclass Series

Edinburgh,United Kingdom
18th Oct 2018
Click to view more

The Global Sauvignon Blanc Masters 2018

Deadline : 15th October 2018

Global Chardonnay Masters 2018

Deadline : 17th October 2018

Click to view more

The Global Sparkling Masters 2018

As with all of the drinks business awards, our judging panel is comprised of Masters of Wine, Master Sommeliers and senior buyers making the competition globally renowned.

Champagne Masters 2018

Enter your wines into the Champagne Masters 2018, the only blind competition dedicated to Champagne in the UK.

Click to view more