BrewDog’s Million-Pint giveaway: Great Campaign, But Does It Go Deep Enough?

BrewDog’s Million-Pint giveaway: Great Campaign, But Does It Go Deep Enough?

“Today, we declare a new front in the battle for good beer. This is a new chapter in the craft beer revolution. This is all or nothing.” Few campaigns start with such emotive words, but this was how BrewDog co-founder James Watt described the launch of Punk IPA’s audacious push to increase its customers by […]

Brandon Consultants’ Richard Taylor On Refreshing Established Food & Drink Brands

Brandon Consultants’ Richard Taylor On Refreshing Established Food & Drink Brands

We are emotional beings when we buy food and drink brands. However much we deny it, our instinctive behaviour tells a different story. In a crowded and noisy supermarket aisle, our brains are inundated with information overload, which we struggle to rationally compute at speed. Our modus operandi default position is to buy brands that […]

Parker Williams’ Tamara Williams Discusses if it’s Time to Recapture the Real Meaning of ‘Artisan’?

Parker Williams’ Tamara Williams Discusses if it’s Time to Recapture the Real Meaning of ‘Artisan’?

Artisan brands. They’re everywhere. Our supermarket shelves, local high streets and online retailers are full of brands and products claiming craft credentials. Indeed the use of the term has become so pervasive how do we know what’s real? We all know the customer is king. We’ve been brought up on the marketing principle that it’s […]

Food and Drink Brands Should Rely on Narrative to Engage with Consumers, Not Heritage

Food and Drink Brands Should Rely on Narrative to Engage with Consumers, Not Heritage

The commercial value of heritage to food and drinks brands is well known. It engenders loyalty, even love sometimes. It attracts consumers, both at home and overseas. It is a source of differentiation. Many a heritage brand has succeeded because it has capitalised on its long history, its inherent Britishness and its reputation for design […]

How Do You Choose a Wine? It’s Not How the Wine Industry Sells it to You

How Do You Choose a Wine? It’s Not How the Wine Industry Sells it to You

Wine consumption has traditionally been associated, especially in mature wine markets, with food. However, in recent years recent years we have witnessed a sharp resurgence of occasional consumption linked to festivities, social gatherings and special occasions. Nowadays, consumers opt for wine as a drink of pleasure, capable of enhancing the sensorial aspects of a good […]