Markets

Craft beer continues to grow its share of the US beer market. Pic:getty/atiwichkaewchum

US craft beer: The latest market statistics

By Rachel Arthur

The US craft beer industry once enjoyed meteoric growth rates: but the picture has been less rosy over the last few years. The latest figures from the Brewers Association reveal how the category is faring today.

Increasing consumer engagement through social media. GettyImages/Urupong

Increasing consumer engagement through social media

By Donna Eastlake

Whether you’re a start-up or a long-established brand, continued consumer awareness and interest is fundamental to achieving success in the global marketplace. So how can you use social media to do this?

Image: Getty/studioCJ

Climate change & wine: A global map of changing wine regions

By Rachel Arthur

Climate change could create dramatic shifts in where wine is produced: making vineyards unsustainable in some regions, but opening up new opportunities in others. Researchers have mapped how the global distribution of vineyards is likely to change.

Women's health - from pregnancy to menopause - is one of the areas gathering momentum. Pic:getty/flashpop

Carving out the white spaces in functional beverages

By Rachel Arthur

Brands that want to lead the next generation of functional beverages need to stop thinking about following the big trends: and instead set their sights on niche – but highly loyal – consumers. How do you identify these areas - and successfully build a...

Pic:getty/tumsasedgars

When's the right time for a rebrand?

By Rachel Arthur

Pepsi, Ocean Spray and Nescafé have all debuted new looks so far in 2024. Marketing teams tell us how they know when it's the right time for a refresh.

Digital buying is central to how Gen Zers, people born between the mid-to-late 1990s and the early 2010s, are approaching food purchasing. GettyImages/Klaus Vedfelt

‘Glocal’-loving Gen Zers seek brand reliability in 2024

By Natasha Spencer-Joilliffe

Falling into loyalists and reluctants, Generation Z consumers value reliability and brand experience, remaining avid trendwatchers, looking for products on social channels that appeal to their price and quality expectations.

Pic:getty/shaiith

Scotch whisky industry highlights economic impact

By Rachel Arthur

Over the last five years, Scotch whisky has remained resilient against challenges such as retaliatory tariffs, a global pandemic and knock-on economic pressures, says the Scotch Whisky Association, in a new economic impact report.

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