Bryan Croft’s Post

The topic of celebrity-backed brands in adult beverages is intriguing. Here is an excellent high-level 2022 and 2023 global view of volume % growth for celebrity-backed brands vs. the total category. Rum and tequila have a more dramatic influence and growth variance. Check out the insights here: https://lnkd.in/dM_yWsHv

Few brands can rival the global appeal of Coca-Cola and Oreo. As consumers seek novelty, these iconic products are teaming up to create an even bigger buzz. With inflation-tightening budgets, a Coca-Cola and Oreo collaboration could be just the impulse buy shoppers need. Building on their history of innovation—like Oreo’s special edition flavors and Coca-Cola’s Creations platform—the new limited-time products aim to captivate both loyal fans and curious newcomers. Their campaign focuses on bringing people together, celebrating friendship with "Bestie Mode" merchandise and interactive Spotify experiences. This collaboration is more than just a product—it’s a cultural moment that blends nostalgia with modern marketing, proving that these brands continue to innovate and connect with audiences worldwide. #CocaCola #Oreo #Innovation #MarketingStrategy #ConsumerEngagement

🔍 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝗟𝗶𝗳𝗲 𝗦𝗮𝘃𝗲𝗿𝘀 𝗦𝗼𝗱𝗮 𝗖𝗮𝘀𝗲: 𝗦𝘄𝗲𝗲𝘁 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 𝗼𝗿 𝗧𝗼𝗼 𝗠𝘂𝗰𝗵 𝗦𝘂𝗴𝗮𝗿?🔍 Life Savers Soda, introduced in the 1980s, is a classic example of how brand associations can influence a product's success. While initial taste tests showed promise, the overly sweet flavor and syrupy texture alienated many consumers. The strong tie to the Life Savers candy brand reinforced perceptions of the soda as “liquid candy,” which clashed with consumer expectations for refreshing beverages. The product was discontinued, underscoring the importance of aligning branding with market positioning and consumer needs. The lesson? Successful innovation demands a careful balance of creativity, consumer insight, and strategic execution. The Life Savers Soda story reminds us that even sweet ideas need thoughtful planning to thrive. #Innovation #ProductDevelopment #ConsumerInsights #MarketInsights #MarketTrends #ProductTesting #ProductLaunch #StrategicPlanning #LessonsLearned #BeverageIndustry #FoodAndDrink #FMCG

❓Capturing the Gen Z segment in the alcohol market 🌟 The Gen Z segment is reshaping the alcohol industry: they prioritise quality and health, while preferring innovative products like NoLo alternatives 🧠 To engage Gen Z effectively: create engaging social experiences, while focusing on immersive environments and exclusive events 💡 There’s a reason why Diageo, Moët Hennessy, Pernod Ricard, The HEINEKEN Company, AB InBev, Bacardi, Krombacher partner with us to capture Gen Z! 💪 By using TLC Worldwide’s low cost/high value lifestyle rewards to emphasise authenticity and innovation, brands can capture the attention of Gen Z and build lasting loyalty for today and tomorrow. ❗️Gen Z are YOUR present and future consumers, time to embrace this shift and thrive together. #GenZ

It's interesting to see what the future holds for the no & low alcohol category. I expect this category to expand and become more complex over time, with clearer rules and standards. In my opinion, non-alcoholic drinks will become a common occurrence, and people will go out and enjoy them as a normal part of social life. I'm glad that I've been contributing to the development of this category in Croatia for some time now, and I hope that my influence has also contributed to global progress in this field. What kind of development do you foresee for the future of the no and low alcohol category in your country? #development #beverage #nonalcoholic #lowabv #category

🚨 What to Watch in the Alcohol Market in 2025: Is Tradition Fading? 🚨 The lines between traditional alcohol categories are rapidly blurring. 🍹🥤 We’re seeing collaborations like Bacardi and Coca-Cola that would’ve been unheard of just a few years ago! These partnerships show that consumers want more than just a drink—they crave experiences and cross-category innovation. One category set to explode? RTD (Ready-to-Drink) cocktails. With convenience and quality becoming non-negotiables, RTDs are poised for an even stronger rise next year. The demand for on-the-go luxury is reshaping what consumers expect from brands. Is this the end of old-school, one-dimensional branding in alcohol? I think we’re just at the beginning of a massive shift. Brands that embrace flexibility and challenge the status quo will win big in 2025. What do you think? Where is the industry is headed next? #AlcoholTrends2025 #InnovationInDrinks #RTDCocktails #BrandStrategy #BeverageIndustry #SalesAndMarketing #Bacardi #Collaboration #FutureOfAlcohol https://lnkd.in/ebwiFaCG

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

Another interesting entry in tools that can enhance the shopping experience and consumer education of a sometimes tricky to navigate category. It will be interesting to see if these curators / purveyors double down on specialty/high end items that are hard to find and relatively exclusive (think Pappy’s, for example), or if the concept can be applied successfully to more mainstream and available alc bev brands.

Its important for your food bev/brand to signal the correct category association. This is pretty standard advice. If you have an instant noodles company, customers need to be able to recognize the product for what it is (in this case, instant noodles) immediately when they see it on a shelf. A beautiful and distinctive design won't necessarily help a product sell if no one realizes what they are looking at. But sometimes brands actually choose to mimic a different category. This past week, Nihilo attended the annual NY Rum Fest by The Rum Lab in the spirit of our growing focus on the spirits industry. When asked about his brand, Holmes Cay - Single Cask Rum's founder Eric Kaye explained that he deliberately wanted his labels to look similar to premium whiskey labels. By emulating the style of a larger spirits category with much more customer recognition, Holmes Cay is signaling to new rum drinkers that fine rum can be on-par with fine whiskey. In this case, though the labels are beautiful and elevated, its much less about eye-catching design as it is having a smart and tactical brand strategy--one that not only shifts your brands success, but expands the entire category.

Did you know you’d get different research results if you ask, ‘Which ice-cream brand comes to mind if you think of having ice cream as a dessert at Christmas?’ compared with if you ask generically which ice-cream brands someone was aware of? The moral of the story is that it is not enough merely to be in the relevant consideration set, it is important for a brand to be number one – more precisely to be number one with regards to a specific occasion. #categoryentrypoints #cep