Mile high spirits news1/18/2024 Lisa McWilliam, client development director at JDO, examined the technology that will shape the sector. “With eye-tracking, you can see how the consumer interacts on shelf.” “We work to make sure our customers are successful and do not make the big mistakes,” he said. API linked up with a US university on eye-tracking projects. Richard Burhouse, commercial director at API, outlined how science, and eye-tracking technology in particular, can help brands understand the behaviour of consumers. Technology and gaining a greater understanding of the consumer was another topic addressed by the speakers. As humans, we are sensory beings we evaluate things not just through our own eyes.” We care about it and about the emotional connection. “We have not forgotten about beauty and we work in a mass luxury world. “If you work in FMCG you would be driven by functionality,” he added. “The packaging becomes increasingly challenging,” he added.įor Jon Davies, founder and creative director at Butterfl圜annon, the “only salvation in a supermarket is the wine and spirits area”. He highlighted some limited edition packs for The Macallan that required the brand and its supply chain to step up every time – from a photography-themed series to a pack that’s embedded in a book. Mike Rose, director of brands packaging at Edrington, presented examples of how projects for brands including The Macallan and Highland Park came together. It encourages consumers to try new products while also helping the brand to reach out to consumers with a more accessible price point. On packaging, Burke noted that size is a key factor with some premium spirits appearing in smaller quantities. ![]() ![]() There are new opportunities with infused spirits and more artisan products.” For example the new wave of flavoured gins. “We will see more ambiguous products with traditional segmentation of categories becoming blurred. So you need to make sure that nothing feels contrived or lacks credibility. A third of consumers are prepared to pay more. Craft beer is another area that’s becoming like a wine club – there’s a lot of emphasis on trying new things. Home consumption is on the up with people opting to have a big night in. “There is a thirst for immersive experiences and consumers are sharing online. “The industry is moving into new areas and patterns are emerging,” he said. Lumsden said that digital variable technology is an area that Diageo has explored.ĭominic Burke, managing director at design consultancy Webb deVlam, shared his insights on the impact of the shift towards more considered drinking and how brands should react to engage with a new generation of drinkers. The seventh, and final, step is the future. “The craft movement has given us a wonderful craft aesthetic a boldness of ideas.” Since 2008 it’s been the strongest design trend and can be easily applied to luxury. He added that the craft movement “isn’t just for hipsters”. ![]() You have got to manage the relationship between consistency and creating.” Brands are hardwired to communicate with images. It’s hard to make that emotional connection. “This is the reality in the spirits world,” said Lumsden. From there, it’s key that the pack can’t be “invisible”. The third step is to “tell stories” and make sure that what is being communicated via the packaging was true. Lumsden added that collaboration helps and that it’s worth bringing artists and illustrators into the creative process.
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