From rare grapes and business ethics to history and heritage, authenticity has become a key element to drinks brands’ success. But with multiple interpretations of what authenticity means to consumers, how can alcohol brands find a way to maximise the buzzword’s potential?
Mark Reynier is the CEO of Waterford Distillery on the south-west coast of Ireland and has a combined 40-year experience in the wine and whisky trades.
Jennifer Smith Maguire is an interdisciplinary scholar specialising in the socio-cultural study of consumer culture and cultural intermediaries. She has 20 years of experience teaching in higher education in the UK, Canada, and the US, and her research focuses on the construction of markets, tastes and value, primarily in relation to food and wine. She also leads CHEFS, the culture, health, environment, food, and society research cluster, an interdisciplinary group focused on the socio-cultural dimensions of food and drink.
Dr. Jacopo Mazzeo is a freelance wine and drinks journalist and consultant.
He regularly contributes to leading trade and consumer publications including Wine Enthusiast, Whisky Magazine, Decanter, Meininger, Club Oenologique, Harper's, Pix Wine, and Good Beer Hunting. He consults on consumer trends and marketing strategy and offers copywriting services to drinks firms and agencies. Jacopo is a former sommelier, he judges international wine, beer, and spirits competitions, and sat twice on the board of directors of the British Guild of Beer Writers. Before he embraced full-time journalism, he studied musicology at the University of Bologna and took a PhD at the University of Southampton.
The label on a can or bottle of beer can be a powerful marketing tool for craft breweries. While styles vary from abstract shapes to retro flair, many brands and enthusiasts have come to cherish animation-inspired designs. But why exactly are British drinkers drawn to this aesthetic?
Whisky is a traditional institution, with firm roots in Scotland. As well as appealing to diehards, Nc’nean, a female-founded distillery, is enticing craft-lovers by selling its first casks, bottling experimental botanical spirits, and putting sustainability and creativity at its core.
Premium spirits were once synonymous with exclusivity, with only discerning drinkers splashing out for high-end tipples. But with luxury moving in a more inclusive direction and alcohol discovery largely taking place online due to COVID-19, how can brands keep up with a changing marketplace?
Wine subscription service Oranj aims to give Britons a trendy at-home wine bar experience while they stay indoors due to the pandemic. By focusing on natural wines, it also plays into the growing interest in discovery and learning for those seeking an earthy, organic experience.