Alicia Cleary’s Post

The beverage industry is experiencing a surge in innovation, fueled by the evolving preferences of Gen Z consumers. However, navigating the legalities and complexities of the alcohol industry requires careful planning, specialized knowledge, and strategic execution. In this guide, we delve into the essential steps and considerations to navigate this dynamic industry successfully. From identifying your market and positioning your product for success to formulating your product and navigating the regulatory landscape, this guide offers invaluable insights to strategically plan, execute, and launch your alcohol brand.

The beverage industry is experiencing a surge in innovation, fueled by the evolving preferences of Gen Z consumers. However, navigating the legalities and complexities of the alcohol industry requires careful planning, specialized knowledge, and strategic execution. In this guide, we delve into the essential steps and considerations to navigate this dynamic industry successfully. From identifying your market and positioning your product for success to formulating your product and navigating the regulatory landscape, this guide offers invaluable insights to strategically plan, execute, and launch your alcohol brand.

33% of food & beverage brands with subscriptions offer 10% off. → 28% offer 15% off → 14% offer 20% or more → 10% offer 5% off 💸 When it comes to labeling the subscription offer: → 85% use a variation of Subscribe & Save → 4% use a variation of 'Auto' like Auto-Ship → 1% use a variation of 'Member' Feel like canceling? → 42% clearly label on the PDP that you can cancel 'anytime' → 1% required a minimum # of deliveries 📦 Worried about shipping costs? → 17% clearly label on the PDP that they offer free shipping with every order → 13% require a minimum spend → 2% require product minimums Unlike beauty brands, there was no consistency with shipment time frames. However, these are the most common metrics of time used: → 41% use weeks as the unit of time → 31% use days as the unit of time → 30% use months as the unit of time → 8% use both month & weeks Some other data: → 6% of brands offered a QTY discount, providing a higher percentage off for increased quantities → 6% of brands offered a different 1st time % offer than the recurring subscription offer (i.e., 30% off their first order, then 15% off all recurring orders) → 1 brand offered as high as 30% off their first subscription order 🤔🤔 Finally: → approximately 27% offer a subscription offer less than the pop-up offer 💡 FAQ: 1. What sub-categories are you using? Candy, Chai, Chocolate, Coffee, Condiments, Matcha, Packaged Food, Pasta, Plant-Based Milk, Powdered Bev, RTD Bev, Snack, Tea 2. Where can I find this data? https://lnkd.in/erbJciME 3. Can you look at subscriptions in other categories? Yes, request it in the DMs.

Crossover brands unite! Industry leaders join forces to responsibly market alcoholic products inspired by non-alcoholic favorites. #AlcoholIndustry #ResponsibleMarketing #CrossoverProducts #BrandCollaboration #ConsumerSafety #IndustryCoalition #BeverageInnovation #AlcoholRegulation #SpiritsIndustry #MarketTrends

Today, we celebrate the remarkable transformation of Poppi, the prebiotic soda brand that has redefined gut health beverages. Here's a look at how Poppi evolved from a farmers' market favourite to a powerhouse in the functional beverage market. Key Milestones: • Inception of Mother Beverage (2015): Founded by Allison and Stephen Ellsworth, the brand aimed to make apple cider vinegar more palatable while harnessing its health benefits. • Shark Tank Appearance (2018): The Ellsworths pitched their product, seeking $400,000 for 10% equity. They secured an investment from Rohan Oza for a 25% stake, propelling their growth. • Partnership with CAVU Consumer Partners: Following their appearance on Shark Tank, the partnership with CAVU, led by Rohan Oza, provided essential guidance and resources for strategic growth and branding. Rebranding to Poppi (2020): Under CAVU's guidance, the brand underwent a major rebrand, shifting to vibrant, eye-catching packaging and expanding its flavor offerings due to trademark challenges. • Market Expansion: After the rebrand, Poppi skyrocketed from being in 200 stores to over 20,000, including major retailers like Target and Whole Foods. Innovative Flavors & Marketing: Poppi offers a range of flavors, including ginger lime and raspberry rose, while leveraging TikTok for viral marketing, significantly boosting sales. • Future Plans: With aspirations to expand into 30,000 stores, Poppi is exploring a direct-store delivery model and potential new flavors to meet growing consumer demand. Impactful Statistics • 148% increase in overall revenue and a 250% increase in online sales in the past year. • Poppi holds approximately 34% of the functional soda market. The functional beverage industry is projected to reach $173 billion by 2025. Poppi’s story illustrates the power of innovation, strategic investment, and consumer engagement in the ever-evolving beverage landscape. The collaboration with CAVU has been pivotal in propelling their growth, showcasing the importance of strong partnerships in achieving success. As they continue to thrive, we look forward to seeing what new heights Poppi will reach! If you’re looking to elevate your beverage brand or explore new product innovations, let’s connect and discuss how we can support your vision! #CPG #Beverage #RTD #BeverageFormulation #RTDBeverage #FunctionalBeverage

Sanadog & Fidelis: Pioneering Taste Testing We are breaking the mould with our D2C brand "Fidelis Dog" 🔨 Like many start-ups, we've faced our challenges, but our unique position as a manufacturer sets us apart. 😏 We've harnessed our D2C platform (which has over 50,000 regular users across Europe) to become a powerful product testing ground for our private label range. By launching new treats, chews, and food directly to consumers, we gather invaluable sales data and feedback to refine each product created. We do this to ensure our private label customers (multi-national pet stores and private label & D2C brands) are offered only the best quality products, which we know will be a success in their packaging. 🥇 As a manufacturer and supplier to many brands throughout the world, we have a responsibility to ensure the new products our NPD team creates will be successful in the marketplace for both us and our brand partners. After all, we want to grow with our partners and have our products in their customers' baskets, not sitting on their warehouse shelves gathering dust! 💨 How do we achieve this❔ We test market each new product for a minimum of 3-6 months prior to including it within our private label offerings. This data-driven approach helps ensure our products are a hit with our brand partners and become a core SKU within their range. We say NO to testing panels ⛔ Yes, we can send our products to consumer testing panels, but this does not always mean the product will be a winner. Instead, we decided to go one step further and grow a REAL audience who will give their REAL honest feedback. The true public opinion 👪 One thing we can be sure of is that the public can be very truthful in a product review when it comes to a product they have spent their own hard-earned money on and not been gifted at a panel meeting. Why do we do this❔ We believe in transparency and collaboration. Our open approach allows us to fine-tune recipes, packaging, and product lines based on real-world customer insights. 👨🍳 Do you manufacture or sell your own branded product? Go and give it a try. You might be shocked by the true feedback you get! But remember not to take it personally. All feedback, good or bad, is always welcomed. Without it, you cannot grow! 🪴 Want to know more about our unique approach, or would you like to work with us on your next product range? Drop a comment below or arrange to meet up with me at Superzoo 2024 in a few weeks! ⬇️ Thank you, William #superzoo2024 #petfood #dogtreats #manufacturing #innovation #petindustry #petproducts #naturaldogtreats

How the Spirits Industry Is Connecting with the Next Generation of Drinkers Reaching Gen Z—and its spending power—holds a specific set of challenges for drinks brands. The spirits industry is on the brink of a significant opportunity as Generation Z, with its substantial spending power exceeding $140 billion, emerges as a key market segment. However, traditional marketing approaches may not resonate with this generation, given their exposure to a wide range of beverage choices, from established brands to craft and ready-to-drink options. To effectively connect with Gen Z consumers, brands must prioritize authenticity in their storytelling, crafting narratives that genuinely engage this audience. Understanding their preferences and tailoring marketing strategies to reflect their values and interests will be crucial for long-term success in this rapidly evolving landscape. Gen Z's culinary curiosity and openness to new experiences make them prime targets for the spirits industry, particularly in the ready-to-drink (RTD) sector. Cost-effectiveness plays a significant role in attracting this demographic, as they explore different spirits options without breaking the bank. By offering affordable and convenient choices, brands can tap into Gen Z's desire for exploration and enjoyment. As Gen Zers seek out innovative and diverse spirits experiences, the RTD sector stands out for its blend of convenience and affordability, aligning well with the generation's desire for enjoyable social experiences. This shift towards spirits and RTDs over traditional beer and wine is a trend expected to strengthen as Gen Z matures, showcasing a preference for variety and exploration in their drinking habits. In conclusion, the spirits industry has a unique opportunity to engage with Generation Z by embracing their distinct preferences and values. By focusing on authenticity, innovation, and affordability, brands can capture the attention and loyalty of this dynamic demographic, paving the way for sustained growth and success in the evolving market landscape.

Product innovation in the FMCG world can be a tough business, with many industry reports stating that only about 10% of new product launches make into year 2 post launch, the other 90% get discontinued. 😟 The Coca-Cola Company plans to discontinue Coca-Cola Spiced, which it rolled onto store shelves just six months ago, after the drink failed to bring in customers. The news is especially noteworthy as, in February, Coke held a splashy launch for the product, declaring it to the first new permanent flavor added to its North American portfolio in over three years. Despite the name, Coca-Cola Spiced was not a spicy drink. Instead, it offered a burst of raspberry flavors with spices. It’s unclear if the product’s name led audiences to believe the taste was something more heated. “Coca-Cola Spiced is not spicy but is our boldest tasting brand innovation yet,” the company said at launch. Aimed at a Generation Z audience, Coca-Cola Spiced opted for a raspberry flavor based on data from the Coke Freestyle drink machines. In 2022, that flavor was selected more than 5 million times by customers. “We’re always looking at what our consumers like and adjusting our range of products,” a Coca-Cola spokesperson told Fortune. “As part of this strategy, we’re planning to phase out Coca-Cola Spiced to introduce an exciting new flavor in 2025.” #cocacola #innovation #npd #taste #spiced Romel Doshi, MBA Jean Noel Ortal Nina Riggins Carol Dunne Gwyneth Kelly Michelle Osagie Farrah Gilsenan David Deeley Brian Short Andrew Wardlaw Marc LEJEUNE Erlon Pereira Sheelagh Pentony Romel Doshi, MBA Sam Choucha Elizabeth Horvath Scott Glennon Simon Bellchambers Richard Heapes

HEINEKEN Netherlands Acquires Minority Stake in Hard Seltzer Brand!   AMSTERDAM – May 21, 2024. Hard seltzer brand STËLZ is set to receive a significant boost thanks to a collaboration with HEINEKEN Netherlands. The Amsterdam-based brewer has recently acquired a minority stake in the company. The rapidly growing STËLZ will remain independent but, with the investment, knowledge, and expertise of the brewer, can further expand in the fast-growing “beyond beer” category. Our hard seltzer – sparkling water with a hint of fruit aroma, low in calories, and 4.5% alcohol – is gaining considerable popularity, especially among twenty- and thirty-somethings. In addition to hard seltzers, STËLZ also produces classic cocktails and low-alcohol Hard Iced Tea.    A Storybook Journey The story of STËLZ reads like a storybook. In 2020, founders Milan Voet (29) and Glenn Cornelisse (31) took the plunge; both quit their jobs, and the hard seltzer brand STËLZ was founded without significant industry knowledge. Not long after, influencer Monica Geuze, marketer Ebbo Gevers Leuven, and commercial strategists Piet-Hein Schnellen and Bart Meuter joined the team. Four years later, STËLZ, with the expertise and strength of HEINEKEN Netherlands, begins a new chapter. “In HEINEKEN, we have found a fantastic partner to further realize our dream, and it just so happens that they were right around the corner,” Milan said with a laugh. In Amsterdam, near Tweede Weteringplantsoen and Weteringschans, HEINEKEN and STËLZ are practically neighbors. “We started the STËLZ adventure on our own and quickly became market leaders. With the advent of hard seltzer, you see a shift in social drinking culture. At festivals, clubs, student associations, and home gatherings, STËLZ hard seltzer has become a favorite drink.   The STËLZ Way Maarten Schuurman, Managing Director of HEINEKEN Netherlands: “Pioneering, learning, and growing is in our blood, and we like to collaborate with parties who approach challenges in the same way. It is admirable how STËLZ has secured a unique position with their hard seltzer in a short time. On one hand, it's about the product, but it’s especially about how STËLZ markets it in their own distinctive way. Direct and straightforward. With a keen sense of the current zeitgeist and the moments when you enjoy a hard seltzer. With spot-on communication for new generations. ‘The STËLZ way,’ as they call it. We can learn from that. In turn, we help STËLZ with the knowledge and expertise we have built over more than 150 years. I find it fantastic that we are joining forces and building a beautiful future together.”  

Adapting to the Changing Beverage Market: Strategies for Success In the rapidly evolving beverage market, what once drove success may no longer be effective. To avoid stagnation and ensure growth, brands must adapt to changing consumer behaviors and industry dynamics. Recent data reveals critical insights that should prompt every beverage brand to reassess its approach: 1. Consumer Fatigue with New Brands: From 2021 to 2023, over 1,000 new beer brands were removed from the market. Despite this reduction, 38% of respondents feel there is still “too much/more than enough” variety, and 37% say the same about brands. This indicates consumer fatigue with the overwhelming number of choices. Action Point: Simplify your product offerings. An intentional and streamlined product calendar is essential. Cut down on SKUs and focus on optimizing your existing products to align with market demands and consumer preferences. Explore new avenues to capitalize on unique segments and stand out in the market. 2. Decreasing Effectiveness of Brewery Taprooms: Since 2015, there has been a 19% increase in consumers who are less likely to purchase a brewery’s beer at retail after visiting its taproom. In 2024, 21% of respondents reported being less likely to seek out a brewery’s beer post-visit, up from nearly zero in 2015. Action Point: Taprooms can no longer be your sole strategy for brand awareness and engagement. While they generate high-margin sales, they need to be complemented with a comprehensive brand strategy. Differentiate your brand through thoughtful, market-driven product development and targeted marketing efforts. Key Takeaways for Beverage Brands: Streamline Your Product Calendar: Create a strong foundation for your brand strategy by simplifying your product offerings. Align them with market demands and consumer preferences. Expand Beyond Taprooms: Recognize that taprooms alone won’t build your brand. Develop a comprehensive strategy that includes thoughtful product development and targeted marketing efforts. Diversify Your Offerings: See your company as a comprehensive beverage brand rather than just a craft brewery. This broader perspective allows you to enter new segments, diversify your brand identity, and capture a wider audience. Brands that adapt to these changes and build strategies based on current market realities will thrive. Those that cling to outdated methods risk falling behind. Embrace these insights and take proactive steps to ensure your brand’s survival and success. Embrace change, diversify your offerings, and unlock new opportunities to drive your brand to new heights of success. Click the link below to schedule your free introductory call and start implementing these strategies today! https://lnkd.in/eVePcFaA #BeverageIndustry #BrandStrategy #MarketTrends #ConsumerInsights #ProductDevelopment