Oatly is seeing demand exceed supply for its oat milk, which is particularly popular among consumers who use it as a nondairy coffee creamer. "The rate of adoption exceeded our expectations," said General Manager Mike Messersmith.
Youth-focused beverage brand good2grow has forged licensing agreements with several entertainment brands so it can offer collectible bottle tops featuring well-known characters. The company recently launched an online Collector's Club so consumers can digitally connect with each other and with the brand.
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As consumers increasingly shift their attention from television to mobile devices, the role of the social media influencer has become paramount in many brands' alcohol marketing strategies. "They have a very important role making sure they deliver not only the right message for the brand, but the right message for their audience," said Georgina Rutherford of IMA, which works with Pernod Ricard.
Digital disruptor companies are prime examples of how advanced attribution and sophisticated data strategies can best meet consumers' rising expectations for service and experience. Key to this is establishing clear interdepartmental connections that translate marketing data into product insights.
Google says its machine-learning-powered Responsive Search Ads will soon be available for more advertisers. The ads allow marketers to write multiple headlines and descriptions for a single ad, with the platform attaching the best headline and description based on search attributes.
Red Bull hosted its first Innovation Summit last week, where college-age entrepreneurs worked on their business ideas and perfected their investor pitches. The event was part of the Red Bull Launch Institute, which was founded in 2017 to offer support to select startups.
Direct-to-consumer wine sales have increased in the year ending in June even as overall domestic wine sales have stayed about the same, per BW 166. Price, marketing and consumer preference are more likely to be the cause of flattening wine sales than are factors such as legal cannabis use, per a report from cannabis delivery company Eaze, which used research conducted by Marketview Research.
Dean Foods CEO Ralph Scozzafava says the company is committed to being in the plant-based business and is sticking with its proven playbook for its strategy with recently acquired Good Karma Foods. Calling the brand one of the company's "little gems," Scozzafava likened it to Silk, which Dean owned prior to the WhiteWave Foods spinoff.
The Future of Location-Based Mobile and MediaMarketers have long seen the value of location intelligence and data that help them get a much deeper understanding of their consumers, but some marketers are facing inaccurate data as an obstacle to success. Discover the three big ways location-based mobile and media will evolve and improve over the next few years in this blog.
Seth Box, private client director at Moet Hennessy USA, sits down with Seth Hillstrom, executive director at Beverage Marketing Association, to talk about why premium alcohol makers "have 750ml to impress and elicit an emotion significant enough to compel their consumers to open another bottle."
Pepe Hermosillo, founder of Casa Noble Tequila at Constellation Brands, sits down with Seth Hillstrom, executive director at Beverage Marketing Association, to talk about leveraging your heritage story to spark passion among consumers.