Sir: While the lager and beer sectors continue to grow it’s essential to keep an eye on the loss of brand loyalty revealed by the PeopleShop report
The discerning drinker likes to explore new beverages, and encouraging them to return to a specific brand time and again can be a tough challenge.
One of the biggest drivers of brand loyalty is the narrative behind it. Micro breweries and niche brands often have intriguing back-stories told through on-bottle labels, websites, brewery tours and word of mouth.
The word of mouth aspect here is key. Consumers want brands to make them look interesting and provide a story to share with friends and family.
Failing to create such social currency could signal last orders for some alcohol brands if marketing strategies aren’t reassessed.
Daniel Pallett, planning director, Pulse Group