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Strategy Briefing

Alcoholic Drinks: From Mad Men to Westworld?

May 2017

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Post-traditionalist innovation, a reassessment of drinking rituals and a cocktail of disruption impacting occasions, production and personalisation initiatives are changing the alcoholic drinks industry to the core. What does the future hold?

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

The story so far

As innovation cycles accelerate ever further, alcohol is hesitantly adopting a post-traditionalist direction. Heritage, nostalgia-tinged launches, premiumisation and flavour sophistication remain relevant but they also evolve.

From grape stories to great stories

A transition away from intimidating and perplexing technical, varietal or jargon-filled descriptors and towards narrative-orientated offerings will become key.

Soda’s hard side, spirits’ softer side

Acknowledging drinkers’ sweeter palates on the one hand and their demand for healthier alternatives on the other will lead to products focusing on decadent indulgence and non-alcoholic alternatives catering to a wide range of occasions.

Cannabis cocktail

Cannabis remains the proverbial big “green” elephant in the room. Its gradual legalisation in the US and Canada has the potential to massively disrupt the alcoholic drinks industry and a symbiotic instead of an antagonistic relationship is the best strategy moving forward.

Hometainment and the rise of internet of drinks

Intoxicating technological developments offering personalisation, mixing, blending, convenience, experimentation and connectivity opportunities will change the industry’s occasions, positionings and drinking rituals.

Drinking in a virtual universe

From video games universes to the ascent of VR and AR technologies, the old binary focus on off- and on-trade appears to be obsolete. Branding and experiential marketing campaigns will shift beyond the purely physical realm.

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Introduction

Key findings

The Story So Far

From Mad Men to Westworld ?

The Mad Men effect: The method behind the madness

Post-traditionalist innovation

Still relevant: Flavours, premiumisation , healthier alternatives

From Grape Stories to Great Stories

The narrative makes the brand

Positioning is everything

Intoxicating narratives

Blue sky thinking in a bottle

Soda’s Hard Side, Spirits’ Softer Side

Occasions, health concerns and a sweeter palate

Soft inspiration

Spirited away

Cannabis Cocktail

Symbiosis or antagonism?

Cannabis Cocktail

Hometainment and The Rise of Internet of Drinks

Rise of the machines

Internet of drinks?

Amazon’s efforts evolve from one-click ordering to auto replenishment.

Commerce applications within the “Internet of Things” ecosystem

Blend your own wine

Premium cocktail on demand

From micro to nano ?

Customise your drink

Learnings from the coffee pod market: Double-digit growth is over

Pods remain very much a developed world phenomenon

Drinking in a Virtual Universe

Beyond the on- vs off-trade dilemma

The nuclear option

Experiential marketing goes virtual

Vast majority of headsets sold in North America and Western Europe

Conclusions

An industry in flux

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Alcoholic Drinks: From Mad Men to Westworld?

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

The story so far

From grape stories to great stories

Soda’s hard side, spirits’ softer side

Cannabis cocktail

Hometainment and the rise of internet of drinks

Drinking in a virtual universe

Want to find out more about this report?

Table of Contents

Introduction

Key findings

The Story So Far

From Mad Men to Westworld ?

The Mad Men effect: The method behind the madness

Post-traditionalist innovation

Still relevant: Flavours, premiumisation , healthier alternatives

From Grape Stories to Great Stories

The narrative makes the brand

Positioning is everything

Intoxicating narratives

Blue sky thinking in a bottle

Soda’s Hard Side, Spirits’ Softer Side

Occasions, health concerns and a sweeter palate

Soft inspiration

Spirited away

Cannabis Cocktail

Symbiosis or antagonism?

Cannabis Cocktail

Hometainment and The Rise of Internet of Drinks

Rise of the machines

Internet of drinks?

Amazon’s efforts evolve from one-click ordering to auto replenishment.

Commerce applications within the “Internet of Things” ecosystem

Blend your own wine

Premium cocktail on demand

From micro to nano ?

Customise your drink

Learnings from the coffee pod market: Double-digit growth is over

Pods remain very much a developed world phenomenon

Drinking in a Virtual Universe

Beyond the on- vs off-trade dilemma

The nuclear option

Experiential marketing goes virtual

Vast majority of headsets sold in North America and Western Europe

Conclusions

An industry in flux

Why buy this report?

Want to find out more about this report?

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