-
Category
- Africa
- Alcoholic Drinks
- Analytics
- Apparel & Footwear
- Articles
- Asia
- Australia
- Automotive
- Beauty & Personal Care
- Cannabis
- Cities
- Company News
- Consumer Appliances
- Consumer Electronics
- Consumer Finance
- Consumer Foodservice
- Consumer Health
- CSR
- Datagraphics
- Digital Consumer
- Economies & Consumers
- Education
- Ethical Labels
- Europe
- Events
- Eyewear
- Free Market Research
- Fresh Food
- Global
- Health & Wellness
- Hidden Content
- Home & Garden
- Home Care
- Hot Drinks
- Industrial
- Ingredients
- Institutional Channels
- Latin America
- Luxury Goods
- Main Feature
- Megatrends
- Middle East
- MRX 101
- North America
- Nutrition
- Packaged Food
- Packaging
- Passport
- Personal Accessories
- Pet Care
- Popular Posts
- Press Resources
- Retailing
- Soft Drinks
- Sports & Entertainment
- Survey Results
- Sustainability
- Tissue & Hygiene
- Tobacco
- Top 10 Global Consumer Trends 2019
- Toys & Games
- Travel
- Videos
- VisApps
- On-Demand
- Webinars
- White Papers
- Podcasts
- Videos
-
Tags
- A-B InBev
- Adidas
- advertising
- affordable luxury
- Africa
- ageing
- agriculture
- air treatment
- Airbnb
- airlines
- alcoholic drinks
- Alibaba
- Amazon
- analgesics
- Android
- anti-ageing
- apparel and footwear
- Apple
- apps
- arab spring
- Argentina
- ASEAN
- Asia
- Asia Pacific
- athleisure
- austerity
- Australasia
- Australia
- automotive
- awards
- baby food
- baked goods
- Bangladesh
- banking
- bankruptcy
- Barcelona
- beauty and personal care
- beer
- Behind the Data
- Belarus
- beverage packaging
- beverages
- birth rate
- Black Friday
- black market
- bottled water
- bottom of the pyramid
- branding
- Brazil
- breaking news
- brexit
- BRICS
- Bulgaria
- Burberry
- Burger King
- business
- business dynamics
- business environment
- Cadbury
- cafe
- CAGR
- Canada
- cannabis
- carbonates
- cards
- Carrefour
- case study
- CBD
- Cedric Bra
- celebrity
- CES
- chain
- challenges
- champagne
- channel
- cheese
- children
- Chile
- China
- Chinese
- Chipotle
- chocolate
- christmas
- cider
- cigarettes
- circular economy
- cities
- city travel briefings
- clean label
- climate change
- Coca-Cola
- Cocoa
- coconut water
- coffee
- coffee pods
- Colombia
- commerce
- commodities
- commodities roundup
- company profiles
- competition
- confectionery
- connected consumer
- connectivity
- consolidation
- consumer appliances
- consumer behavior
- consumer electronics
- consumer expenditure
- consumer finance
- consumer foodservice
- consumer health
- consumer lifestyles
- consumer surveys
- consumer trends
- consumers
- contact lenses
- convenience
- corn
- corruption
- cosmetics
- countries
- Crimea
- CSR
- Cuba
- culture
- Cyber Monday
- dairy
- Danone
- data
- debt
- Dell
- demand
- demographics
- detergent
- Deutsch
- developed economies
- developing economies
- diabetes
- Diageo
- diet
- digital
- digital consumer
- direct selling
- dishwashers
- disposable income
- disruption
- distribution
- Dubai
- e-book
- e-cigarettes
- Eastern Europe
- ecommerce
- economic outlook
- economies
- edible oils
- education
- Egypt
- electric vehicles
- Electrolux
- emerging markets
- energy
- England
- environmental
- ESOMAR
- esports
- Ethical Labels
- EU
- Euromonitor
- Euromonitor events
- Europe
- European Union (EU)
- Eurozone
- Eurozone crisis
- event recaps
- events
- expansion
- exports
- eyewear
- fashion
- Fashion Friday
- fast casual
- fast fashion
- fast food
- FDA
- fibre
- FIFA
- finance
- Finland
- fintech
- flavour
- FMCG
- food
- food safety
- food waste
- forecast
- foreign direct investment (FDI)
- fragrances
- France
- free report
- free trade
- French
- fresh food
- frozen food
- functional beverages
- functional food
- Gap
- GDP
- gender
- generation
- generation Z
- Germany
- Gin
- glass
- global
- global consumer types
- global financial crisis
- globalcast
- gluten-free
- government
- grain
- Greece
- green
- Green Mountain
- grocery
- growth
- gut health
- H&M
- Haier Group
- hair care
- Halal
- Hasbro
- health and wellness
- healthcare
- healthy living
- Heineken
- Hershey
- holiday retailing
- holidays
- home and garden
- home care
- Hong Kong
- hot drinks
- households
- Hungary
- ice cream
- Ikea
- illicit trade
- immigration
- imports
- in-cosmetics
- income
- income inequality
- Indesit
- India
- Inditex
- Indonesia
- industrial
- industry 4.0
- inflation
- infographic
- infrastructure
- ingredients
- innovation
- instant coffee
- intelligence
- interactive
- internet
- internet of things
- internet retailing
- interview series
- investment
- IPO
- Iran
- IRCE
- Ireland
- Italy
- Japan
- Japanese
- jewellery
- juice
- Keurig
- KFC
- Kraft
- L'oreal
- labour
- Latin America
- laundry
- Lego
- LG
- licensing
- Lithuania
- local
- lodging
- loyalty
- luggage
- Luxottica
- luxury goods
- LVMH
- macroeconomics
- Malaysia
- manufacturing
- market
- market share
- marketing
- Mattel
- McDonald's
- meat
- meat substitutes
- media
- megatrends
- men's grooming
- MENA
- mergers and acquisitions
- Mexico
- Michael Kors
- Microsoft
- middle class
- middle east
- migration
- milk
- millennials
- mobile
- mobile phones
- mobile retailing
- mobile wallet
- Mondelez
- Money20/20
- monthly health series
- Moscow
- mrx 101
- nappies/diapers
- natural
- natural gas
- natural resources
- Nespresso
- Nestle
- New consumerism
- new markets
- new product
- New Zealand
- news
- NFC
- Nigeria
- Nike
- non-alcoholic
- North Africa
- North America
- Norway
- nutrition
- obesity
- oil
- Olympics
- omnichannel
- one-child-policy
- online
- organic
- over the counter (OTC)
- packaged food
- packaging
- Pakistan
- Paris
- partnership
- Passport
- Passport GMID
- path to purchase
- payments
- Paypal
- Pepsi Co.
- personal accessories
- personalisation
- Peru
- pet care
- pet food
- PET packaging
- pharmaceutical
- Philippines
- podcast
- Poland
- politics
- pollution
- population
- Portugal
- Portuguese
- premium
- premiumisation
- presentation
- Press Release
- price
- private equity
- private label
- probiotics
- Procter & Gamble (P&G)
- product
- production
- products
- protein
- purchase
- Qatar
- quarterly results
- quick facts
- Ranked
- ranking
- recession
- recovery
- Red Bull
- region
- regulations
- resources
- retailing
- Rihanna
- Romania
- RTD
- Russia
- SABMiller
- sales
- Samsung
- sanctions
- Saudi Arabia
- scotch
- Sephora
- sharing economy
- ShopTalk
- Singapore
- Singles Day
- skin care
- slowdown
- smart home
- smartphones
- smoking
- snacks
- social media
- soda
- soft drinks
- Sony
- South Africa
- South Korea
- Southeast Asia
- spain
- Spanish
- speaking engagements
- spectacles
- spirits
- sports and energy drinks
- sports and entertainment
- sports nutrition
- sportswear
- Starbucks
- statistics
- stevia
- store
- store visit
- stores
- strategy
- Sub-Saharan Africa
- subscription model
- sugar
- sugar tax
- summit
- Suntory
- super bowl
- supplement
- supplements
- survey
- Survey results
- sustainability
- Sweden
- sweeteners
- SWOT analysis
- tablets
- tax
- tea
- technology
- telecommunications
- televisions
- tequila
- terrorism
- Tesco
- Thailand
- tissue and hygiene
- tobacco
- Tokyo
- top 10
- Top 10 Global Consumer Trends
- Top 10 Global Consumer Trends 2019
- Top 100
- Top 100 Cities
- top 100 megabrands
- toys and games
- TPP
- trade
- travel
- Trump
- Trump downturn
- Turkey
- Ukraine
- unemployment
- Unilever
- United Arab Emirates (UAE)
- United Kingdom (UK)
- United States (US)
- urbanisation
- value
- vegan
- vegetarian
- Via
- video
- video games
- videos
- Vietnam
- virtual reality
- VisApp
- vitafoods
- vitamins and dietary supplements
- vodka
- volunteering
- Walmart
- watches
- water
- wealth
- wearables
- webinar
- weight management
- Western Europe
- wheat
- Whirlpool
- whiskey
- white paper
- Windows
- wine
- women
- World Cup
- World Travel Market (WTM)
- WTM
- Xbox
- Yariella Coello
- yoghurt
- youth
- Zara
Alcohol Brands Cater the Metrosexual Urbanite with New Launches
Big alcohol looks in the mirror and decides it’s time for a makeover. But is it merely a matter of appearances or a question of substance? In the same month that Carlsberg stunned the industry with the launch of its own, eponymous – beer based- series of beauty products, Diageo released a range of moustache waxes apparently designed to “complement the flavour of its Johnnie and Ginger” serve.
The launches themselves did not happen in a vacuum. The radical departure from beer’s historical focus on machismo references or Johnnie Walker’s belated embrace of the ultimate symbol of universal hipsterdom are a last ditch attempt to stem the tide of declines hitting mainstream brands across western markets. But will it be enough?
Waxing lyrical
The short answer is no – even if such initiatives are indeed moving into the right direction, namely the implicit acknowledgement of the huge importance of the illusive Gen X and millennial demographics. But behind the excited headlines spawned across the mainstream and specialist press, the sense of trepidation is palpable.
According to Euromonitor International’s latest set of figures, the two iconic brands share something else beyond a sudden shift towards radical promotional techniques and guerrilla- light marketing campaigns. And that is stagnating or declining sales in their core western markets. Case in point; Carlsberg’s western European volumes slumped by 3% in 2013, remaining locked in negative territory for years. The brand’s performance in the UK was even more bleak with volumes collapsing by nearly 7% against the backdrop of a microbrewery revolution now in full swing.
Johnnie Walker does not fare much better either. Overoptimistically succumbing to the now defunct emerging market mantra, the brand was being quietly left behind its Irish and American siblings as well as the myriad micro offerings in its core western markets. Volumes in North America and Western Europe both slumped by 3% in 2014 and the latest push for mixology inspired servings highlights the urgent need for a fresh positioning.
And this is where the real opportunity for reversing the tide truly lies. Expanding occasions, flavour sophistication, mixology ideas and extended product lines will make or break key mainstream brands going forward. Attempting to re-establish relevance to alienated younger demographic is and will remain important but appearances can only go that far. Its time for radical changes in substance.
Interested in more global alcoholic drinks trends? Subscribe to our email bulletins!