Industry Voices

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Promoting sports drinks: Debunk the myths and boost your communications strategy

By Dr Adam Carey, chairman, European Specialist Sports Nutrition Alliance (ESSNA)

Over the past decades, the sports beverage industry has witnessed significant growth. Yet misinformation also surrounds these products. Dr Adam Carey, chairman of the European Specialist Sports Nutrition Alliance (ESSNA), looks at some of these myths...

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Could paper wine bottles replace glass bottles?

By Émilie Steckenborn, founder and host of the Bottled in China podcast

A significant proportion of wine's carbon footprint comes from packaging. Could paper bottles reduce its impact? In this guest article, Émilie Steckenborn asks whether a transition to paper could happen in the near future.

Are online tastings a blessing or curse? Pic:getty/demaerre

Digital will keep drinks flowing in 2021

By Jon Reay

Are virtual experiences a second best or a new premium? What's next for D2C after a pandemic boom? Jon Reay, founder and CEO of Rewrite Digital, shares four key insights in this guest article.

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How beverage brands can better engage Millennials and Gen Z

By Jin Kim, CEO, Creative Digital Agency

Often called “industry killers” by the mainstream media, Millennials and Gen Zers of legal age are drinking less alcohol than any generation before them. Jin Kim, CEO of Creative Digital Agency, explores how to reach these cohorts in this guest article....

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The power of competitive collaboration

By Adrian Lugg, founder and Managing Director of Hop Hut Marketing

It might sound counterintuitive, but working together with your competitors is the best way to grow your brand, says Adrian Lugg, founder and MD of Hop Hut Marketing, in this guest article.

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How to keep your brand and venue marketing ‘reopening safe’

By Dan Hooper, co-founder, YesMore alcohol marketing agency

As the UK prepares to ease restrictions, brands and venues face the challenge of finding a celebratory yet responsible and realistic tone in their marketing and communications. Dan Hooper, co-founder of YesMore marketing agency, gives his five top tips...

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What low alcohol RTDs can learn from low alcohol beer

By Kate Johnson, Highball Cocktails

No and low alcohol drinks are ready to revolutionise the RTD market. But while brands may focus on reduced ABV and calorie content, at the end of the day it's the taste which will determine whether they win or lose in the marketplace, writes Highball...

From packaging to co-packers, what do you need to know when starting out as a beverage entrepreneur? Pic:getty/syther5

Six steps for developing your own drinks brand

By Richard Horwell, Brand Relations

Many people have an idea for a new range of drinks. However, starting a beverage company isn’t easy. Richard Horwell from marketing and branding company Brand Relations looks at six areas entrepreneurs need to consider.

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The best Dry January campaigns of 2021

By Ed Brown, community manager & content creator, YesMore.

This year, marketing options for Dry January were a lot more limited than in previous years. But that didn't stop brands being creative. Ed Brown of YesMore drinks marketing agency takes a look at some of the campaigns.

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What’s in the liquor you are drinking?

By Ron Ducharme, Vice President of Business Development, Covectra

With the increase in ecommerce, opportunities for counterfeit products are widening. In this guest article, Ron Ducharme, Vice President of Business Development at Covectra - a company working in track and trace since 2008 - looks at how 'next-generation...

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Guest article

Activating sustainability: 5 ways to refresh your approach in 2021

By Callum Saunders, Head of Planning at ZEAL Creative Limited

As more brands recognise the importance of sustainability, it becomes harder to stand out. Callum Saunders, head of planning at ZEAL Creative, looks at how brands should direct their messaging around sustainability in 2021.

How can you make your brand stand out to supermarket buyers? Starting now will help you get ahead. Pic:getty/lightfieldstudios

How to prepare now to ensure your drinks brand is a success in 2021

By Richard Horwell, Brand Relations

There's a lot of competition on beverage shelves, and soft drinks buyers do range reviews at the start of the new year. To be successful with your drinks brand in 2021 you need to start preparing now, writes Richard Horwell of F&B marketing and...

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