Identity Matters: As consumer expectations and demands change rapidly, there remains a need to appeal to their identity. With over 75% of consumers believing gender stereotypes still exist in drinks, is it the role of brands to move past this or leverage this for a greater connection to their target audience? This is a question worth pondering.
Large Opportunity for Alcohol Alternatives: The growth on non-alcoholic alternatives is growing at rapid pace, but adoption remains quite low, which leaves great opportunities. Tapping into the occasions in which non-drinkers feel pressurised to drink, and the desire to ‘blend in’, seems to be an unanswered need for consumers.
The Importance of the Occasion: Despite the lockdown, people are still drinking alcohol frequently in a variety of locations and occasions. Most notable is the influence of the ‘occasion’ on their drinking habits, their choice of drink and ultimately, it remains the ‘trigger’ for having an alcoholic beverage in a lot of cases.