*from Kerve Creative
WINE BREAKS FROM TRADITION
Wine is booming, with Millennials. Despite a slowdown in overall category
growth, Millennials are consuming more wine and more expensive wine than any
other generation. Young, less stuffy brands, technology-driven explanations of
varieties and styles, and packaging innovations are driving the shift.
THINK SMALL, THINK LOCAL
Craft breweries and distilleries are building hyperlocal businesses, selling directly
to a smaller set of highly loyal customers who live in their immediate area. At
the other end of the scale, big data is enabling retailers to tailor stock within
individual stores to the tastes of the local patrons and, where possible, the
produce of the area.
THIS TIME IT’S PERSONAL
Established brands and startups are both using the internet of things, wearables
and the application of medical/scientific data to design hyper-personalised drinking
experiences. Even if some of the scientific claims being made in the marketing spiel