The ketogenic, or “keto,” diet is a high-fat, moderate-protein, and low-carbohydrate diet. Although the word “diet” is inadvertently tied to keto, the ketogenic diet is actually a completely natural bodily process – it induces your body to enter into a metabolic state, or ketosis, and it is accomplished through the absence of carbohydrates.
As society resumes to life before the Covid-19 pandemic, people are realizing the different risks you can be susceptible to solely based on what you eat. With 25.4 million Google searches just two years ago, Bolst Gobal found that "keto" was the most popular food-related term overall. In addition, “the ketogenic diet market is predicted to reach a global value of $15.6 billion USD by 2027.”
So, what exactly is a ketogenic diet?
Now you may have heard of keto, but maybe not 100 percent sure what it means to be on a keto diet. There’s a lot that goes into it, such as, what you can eat, what not to eat, varying results, and the different iterations to follow.
Keto focuses on three types of food– protein, carbohydrates, and fats. Keto intake should resemble “75 percent fat, 20 percent protein, and only 5 percent carbohydrates,” according to Bolst Global.
As a result of this dramatic decrease in carbohydrate intake, your body will begin to alter the way it uses food and thus, “[it] becomes highly efficient at burning fat.” The body will no longer rely on the sugar (glucose) typically found in carbohydrates and in the process of burning stored fats, the body begins producing ketones. Cleveland Clinic notes how ketone becomes the body’ primary source of energy.
Millions of people research the various diets they can possibly follow for either health benefits and/or weight loss goals. In this blog, Allen Marketing Communications, Inc., a boutique food and beverage public relations agency, spotlights top five keto friendly snacks.
Breakfast is the most important meal of the day. There’s no denying you’ve probably heard this a million times. Toast or waffles are out of the picture, but keto-friendly cereal is not.
It’s quick and easy for those who don’t have much prep time for breakfast. According to Simporter, “keto-friendly cereal has the highest potential for future innovation.”
This protein filled snack is a great way to ensure you are getting enough protein in your diet. Just be mindful of your protein intake and be sure to avoid eating too much protein.
It is important to read the back of the ingredients and verify it is at least low in carbs and sugar. If the beef jerky contains neither of those, even better! Remember, not all beef jerky is created equally.
Chips are completely out of the bag. Seeing as chips are typically made from corn or potatoes, it contains all those carbs that are a big no-no in keto. The best alternative to chips as snacks to alleviate your hunger are pork rinds!
Otherwise known as chicharrones, they are traditionally made of fried pork skin. Be careful, because some chicharrones are made from wheat, which is not keto. In my personal opinion, pork rinds are just as, if not, crunchier than any crispy chip out there.
Now, Say “Cheese!”
If found correctly, then cheese contains exactly what you need in a keto diet. Low amount of fats and no carbohydrates, which will not, “derail your low-carb plan while helping you feel full longer,” as described in the DailyMail.
If you think about it, cheese is a snack many have already incorporated in their grocery list. The only difference is changing up the brand, but after some research, you’ll be snacking on keto-friendly cheese in no time.
Bars and Bites!
If you’re hungry, you’re not going to have much luck thinking about anything else. Listen to your body and eat that snack. Just like chips, one other big option most people go for are cereal bars or donut holes. Of course, this isn’t an option anymore.
Brands labeled as “keto-friendly” bars or bites will be your new best friend when you’re on the go. Most of them will probably come packed with protein and contain little to no sugar, which shouldn’t be a problem as long as it’s eaten in moderation. It will save you time, effort, and money when you can’t find a keto-friendly option outside your home.
Keto is not something new, but it is highly encouraged to do thorough research, followed by a conversation with your doctor. Consulting with an expert will ensure you are not putting yourself in harm's way before subjecting your body to something so different from your typical lifestyle.
By Rania Perales at Allen Marketing Communications, Inc.
Branding distinguishes a company from its competitors. A memorable name, tagline and a stylish logo are no longer sufficient to capture the attention of contemporary customers in this day of digital distractions.
Even the most seasoned and nimble brand marketers are questioning how to remain relevant in this unprecedented global crisis when you factor in the disruptions the COVID-19 epidemic has made to society, industry, and consumers.
To help you get started, Allen Marketing Communications, Inc., a travel and lifestyle public relations agency, spotlights the most significant branding trends and advancements, ranging from customer-driven strategies and branding technology by Brand Strategy Marketing Services to logo designs and social media hashtags.
Trends In Influence Branding
The branding trends for 2023 provide a window into how we react to the present. People are pleading with companies for authenticity, transparency, and honesty after a few tumultuous years and rising unhappiness with the acts and—sometimes, even louder—inactions of brands.
These trends show that companies are attempting to cater to the needs of the people and provide meaningful experiences, from seeking solace, pleasure, and escape in bygone ages to connecting via values, humor, and interpersonal relationships. While numerous factors might affect branding trends, one thing is certain: the future will be about demonstrating how your brand upholds its core principles.
Developing a deep relationship with your audience is crucial when promoting your business. This strategy works well for gaining people's hearts. To retain important and trustworthy connections while employing first-party data targeting, marketers must cultivate strong customer relationships. Consumers are wary of their personal information, thus it's wrong to have a computer system that keeps track of it.
In addition, more individuals than ever before are concerned about their online privacy, which has caused many of them to reject monitoring and third-party cookies. This has caused some marketers to use first-party data to gather information about their customers.
Zero-party data, which customers provide to brands via methods like surveys, online interactions, and gamification techniques, is also expanding. Furthermore, it's critical to have a strong CRM in place so that you can accept data more quickly.
When asked what marketing they would want to see from their favorite companies this year, shoppers responded with 47 percent inspiring messages. Customers wishing to be entertained came in second with 57 percent of the market. With 36 percent of consumers saying they want these significant societal concerns to be resolved, they also want companies to make a difference in addressing issues like inequality and poverty. (Source: Linchpin SEO)
On the other hand, 24 percent of customers choose companies that avoid politics. What Brand Strategy Marketing in NYC does in such a divide is the million-dollar question. Marketers and businesses should strike a balance by taking concrete actions to address some of the most pressing global problems while also incorporating comedy into the customer experience in order to capture the hearts of customers in 2023.
Marketers must concentrate on creating powerful brand identities in 2023. The company's reputation will be everything in 2023, therefore marketers should be prepared to invest more time and money into building a reliable brand. Pay great attention to the phrases you employ, but think about the most effective ones when marketing to build a strong brand image. It's still crucial to provide the proper message to your audience.
Considering the escalating prices, do you need to spend more on developing your brand? There are several organic approaches to developing your brand in 2023. There are several natural methods to build brand recognition without using sponsored marketing.
However, take your audience's effectiveness into account. Weekly podcasts to communicate with your audience are one of these strategies, as is producing excellent site content.
Social media began to improve in 2021 as a result of the epidemic. The percentage of people who deny engaging with or following companies on different social media sites sharply decreased from 23 percent in 2020 to 17 percent in 2021. (Source: Linchpin SEO)
However, social media marketing is still seen as a crucial tool in 2023 since it has consistently shown to be a fruitful digital marketing strategy. For instance, Facebook is here to stay and won't go any time soon.
With live streaming, videos, and podcasts, other networks such as Twitter and LinkedIn are becoming excellent marketing tools. TikTok, however, has had the most increase in 2023 among all forms of media.
“TikTok has between 15 percent and 25 percent of users of all ages. In contrast, brand interaction on Instagram and Twitter significantly decreased in 2020 and 2021, with Instagram falling from 43 percent to 38 percent and Twitter from 29 percent to 21 percent.” (Source: Linchpin SEO)
“The most important lesson for companies and marketers is that long and short-form videos continue to be preferred by viewers for engagement. These films provide marketers a unique chance to give their companies new life and build stronger relationships with the people who are driving their development.” (Source: Linchpin SEO)
In 2020 and 2021, there was a significant increase, and analysts predict that growth will continue to rise in 2023. For instance, “34 percent of international marketing professionals” told Hubspot “that they will spend more money and make influencer marketing a major priority in 2023. Spending more money on mobile web design and short video marketing is necessary. Additionally, according to 57 percent of marketers that use influencer marketing, it is practical, 11 percent believe it to have the highest ROI, and 46 percent want to raise their investment by 2023.”
Since influencers are experts in the industries and platforms they work in and have audiences who are interested in and engaged by their material, this trend is expanding and an important one for brand marketers. By collaborating with influencers, their brands become more well-known and they attract more clients from the influencer's audience.
Utilize Marketing Trends To Stay One Step Ahead Of Your Rivals
The best practices and trends in marketing have changed dramatically during the previous several years. Consumers now place a higher importance than ever before on authenticity, transparency, privacy, and diversity. Additionally, as cutting-edge technology spreads, marketers now have a chance to incorporate these principles into their message in fresh, creative ways.
Top Of The Game
The previous several years have taught us a lot about consumer behavior, and we now know that it is more unpredictable than ever. Marketers need to have a constant dialogue with customers if they want to maximize their exposure in 2023.
Listening to customers and being adaptable in the face of change is the greatest approach for businesses to stay in active chat. While the fundamentals never change, Brand Strategy Marketing Services from companies such as Allen Marketing Communications, Inc.'s marketing strategies evolve in order to expand their client base.
Change is never easy, but in the middle of these changes, remaining on top of the game is crucial. Our team of talented brand marketers are here to help.
By Joanna Allen, chief executive officer, Allen Marketing Communications,Inc.
Many things come and go, but some things tend to stay the same. Food is one of the few things that bring people together – by sharing a communal meal and by having a home cooked meal at home.
Food creates a unique bond and creates endless opportunities to build deeper relationships with friends, showcase gratitude, celebrate special occasions, and so much more. Food is such a key part of our everyday life that this industry has also generated “US $8.6 trillion and it is expected to grow by 6.71 percent between 2022 and 2027,” according to Statista.
In this blog, Allen Marketing Communications, Inc., a boutique food and beverage public relations agency based in New York City, highlights the top six food trends for 2023.
If there’s one food trend that’s been swirling around social media lately, it’s the butter board. For those who aren’t familiar with a butter board, it’s essentially a far more simplified version of a charcuterie board.
Butter boards are just another creative approach to communal dining. At its core, this family style way of eating touches on the same notion of putting the same thing in your body as everyone around you.
Butter boards pair well with almost everything and it requires easy prep work. It can be prepared as either a savory, sweet, or spicy board. Using ingredients such as roasted garlic, honey, or red chili pepper flakes are just some ways to design a butter board.
Edible flowers are a nice way to finish your selection.
Sweet and Spicy
They say opposites attract. In the food industry, opposite flavor profile pairings, such as sweet and savory or sweet and spicy bring out different notes of flavor within each other.
Sweet and spicy food combinations such as a mangonada, which “is almost like a Mexican sorbet and incorporates blended mango (fresh or frozen), chili lime salt (called Tajín), chamoy sauce, lime juice, and sugar.” (Source: Mashed).
Sweet and spicy is a classic combination that will not be going away anytime soon. Who knows? It might even inspire news food combos.
“On the spice side of things, chaat masala—a spice blend from North India made with dried mango powder, cumin, coriander, dried ginger, salt , black pepper, asafetida, and chili powder—is a salty-savory-sweet combo predicted to take off” according Spoonshot’s Food Brain 2023 report.
You know that moment when worlds collide, this is one of those moments. Recently, there has been growing support and efforts toward keeping our planet sustainable. There are several ways to incorporate sustainable practices into your everyday life and your eating habits are definitely not an exception.
Buying in season is also another admirable effort towards sustainability. People are always looking for ways to be more sustainable, and whether that be through buying food that does not need a lot of water or supporting hyper local farmers markets, this is a trend that will be here to stay.
Meatless Mondays are just one of the various forms to make a conscious effort to not eat as much meat. This is popular among those who are not vegetarian or vegan, but would still like to limit their impact.
THC and CBD Mood Food
“A fancy way of saying ‘ordinary food with cannabis infused’, mood food has been growing in popularity,” stated the Wicked Noodle. As cannabis continues to be decriminalized and legalized at varying levels throughout the United States, a new market opens for the cannabis industry.
With technology advancements, dispensaries are now able to measure exactly how much THC and CBD are within any butter or oil they create. Such exact measurements allow for safer medicated and recreational use among users.
If we’re not worrying about the future, chances are we’re thinking of the past. Seeing as it's impossible to go back in time to the “good old days”, one of the best ways to take yourself back to those times is eating nostalgic food. According to Better Homes & Gardens, “Whole Foods reports [you’ll] … start seeing remixed versions of childhood favorites with more wellness-focused twists in stores. Think macaroni and cheese, pizza bites, prebiotic soda, and more.”
Since the pandemic, people have become more conscious of the true effects of anything they decide to put in their bodies. With food being the main source, people are valuing healthier options, which is a trend predicted to stay. It makes sense these two trends would mesh together and allow for some innovative meals to be reinvented.
We have heard the old adage of eating fruits and vegetables. Pasta, historically, has been made using unleavened dough often consisting of “durum wheat, water or eggs.”
During the last couple of years, there has been an explosion of plant-based products on the markets. Pasta alternatives such as chickpeas, cauliflower and zucchini are nothing new.
Whole Foods predicts consumers will see “noodles made from spaghetti squash, hearts of palm and green bananas” popping up in pasta aisles (Source: Everyday Health).
Food makes you feel closer to those you just shared a meal with because you can find out about all the different people you each have encountered during your journey of life. Our food and beverage public relations professionals are here to help food marketers introduce, grow and expand their product lines. Give us a call.
By Rania Perales at Allen Marketing Communications, Inc.
Content marketing is a dynamic marketing tool to generate brand and consumer awareness for products or services through social media posts, blogs and videos. In this digital age, content marketing has evolved into the core of branding, lead generation, and even sales initiatives across inbound and sponsored channels.
Allen Marketing Communications, Inc., a creative content marketing agency in NYC, spotlights new trends in content marketing that have grown in popularity recently for individuals looking for what's in, what's effective, and what's next. You may always be adjusting your approach to content marketing if you have more access to data and a better grasp of your customers' interests.
We break down the top five content marketing trends for 2023
A more sophisticated method of communication that caters to the particular needs of a savvy customer is required with content market. It matters because customer expectations have evolved and it's crucial to be pertinent to what a customer wants to know.
Personalization gives you a competitive advantage as well. The evidence for this is that brands that use tailored lead nurturing see a 20 percent boost in sales opportunities.
Nearly all aspects of personalization rely on data. Therefore, your chances of developing messaging that is more meaningful increase as you have access to more client data. Determine the kind of data you require, such as demographics, priorities, preferences, objections, and how they use what you have to offer.
You won't have a lot of data to work with at first. It's a good start if you can get a lead to provide you with their name and email address for just one piece of content. Third-party sources can be used to find more information, and you'll also learn what subjects the prospect is most interested in.
Make a campaign with a name, email address, and content topic that sends emails with more pertinent content to those who fulfill these criteria. You will then be able to monitor if they open the email and which links they select. More personalization is possible the more frequently they connect with your business.
Content With A Human-Centered Perspective
Consumers used to demand that businesses appear formal and professional, and this approach is no longer the case in 2023. Consumers don't want to feel as though there are obstacles between them and the companies they enjoy after the COVID-19 outbreak.
Business owners should avoid creating information that is disconnected or business-focused and they should engage their audience The secret to developing sincere relationships with your followers -- relatability, feelings, and empathy.
It goes beyond just producing upbeat media. Consumers are more likely to remain loyal to brands that are open and sincere, and 75 percent would be willing to pay extra to do so. (Source: Latana)
Human-focused content is essential if you want to win your clients' genuine support. You should avoid utilizing pushy sales tactics and slick language as a result. Discover your authentic voice and use it.
Make the necessary changes, even if it involves changing your tone of voice or brand rules. Speak to your customers on a personal level. To make this point stick, team up with an influencer or brand advocate.
Superior Research-Based Content
Misleading news reports and false information worry people. Users want to see insights that are supported by facts; it is not enough to simply make a claim. Consumers are drawn to high-quality, in-depth content for this reason. Infographics give a further layer of sophistication and flair that will undoubtedly catch the attention of customers.
Writing content based on research from another organization is acceptable, but having your own internal resources will help your writing stand out. Additionally, other websites will link to your research as a source, which will significantly improve your SEO and domain authority.
Create white papers or market research for your company. It requires effort, but it's worthwhile because, according to 48 percent of marketers, research reports generated the best results of all their 2021 content marketing initiatives. (Source: Content Marketing Institute)
Utilize Data, AI, Automation, And The Metaverse
One of the greatest and most difficult content trends of 2023 is the use of data, AI (artificial intelligence), and the Metaverse. Although the core of your material probably won't change from year to year, the technology used to produce it is developing quickly. You may gather a huge amount of data thanks to technology, which can be used to hyper-personalize content and increase results.
Artificial intelligence (AI) enables brands to produce more content in less time by producing new content or enhancing old content. While AI won't be able to write all of your unique content, it may undoubtedly assist marketers in producing more material faster.
Automation is a clever technique to speed up several processes involved in content creation. Simple configurations such as FTTT or Zapier can automate the creation of video captions, move content jobs around in your project management software, and more.
There are many additional developing technologies that can improve your content, however, it's still early. Although only major businesses can currently afford AR (augmented reality), VR (virtual reality), and the Metaverse, it's wise to prepare for these platforms whenever they become more widely available.
Quality of the content is crucial, but so is your publication schedule. Even if it's challenging to maintain a posting schedule when your content requires more labor, you must find a way to make it work.
You don't have to upload something each and every day, which is wonderful news. Your material will receive results as long as you commit to quality and upload it on a regular basis.
During the epidemic, consumers lost a lot of faith in businesses and organizations. Give them the consistency they're hankering for in the form of regular content production. The last thing you want to do is let users know when new content will be available from you, only to let them down when you go behind.
At the very least, your brand should publish a few times per month. That should be sufficient to ensure the content's caliber and maintain its prominence in the minds of potential customers. You should try a faster cadence if your content staff can manage it. Just be careful not to overwork your team or saturate your audience with information. In 2023, finding a balance will be crucial.
Observing Trends In Content Marketing
2023 will be a huge year for creative content marketing, regardless of changes in technology and customer expectations. Brands should increase their efforts to make the digital experience more personal.
Plan to incorporate these five trends into your 2023 content calendar by understanding them. Try podcasting, use AI, leverage content as an income stream, invest heavily in research and analytics and produce regularly.
A fresh focus on content quality will help your brand become more competitive and engaging even though content marketing is difficult. The key lesson from this is that content marketing will continue to exist. Begin experimenting with various trends as part of your own content marketing plan.
Do you require assistance launching content marketing initiatives for your business? Visit experts like Allen Marketing Communications, Inc for content management services right away!
By Joanna Allen at Allen Marketing Communications, Inc.
Cause-related marketing enables for profit companies to launch campaigns in line with social causes, ideals, or even goals that are significant to the company and raise brand awareness and money for worthwhile charitable 501 © organizations. “Companies employ this method to promote social responsibility and raise awareness of an issue” as noted by HubSpot.
Cause-related marketing can attract new consumers and strengthen brand loyalty among consumers at the same time. We tend to associate and connect with people with similar interests, morals, hopes, dreams, etc.
We don’t give the average American consumer enough credit. Nowadays, people are really good at gauging authenticity. If the issue a company picks doesn’t make sense to the customer, they’ll start to question everything else, and then the whole campaign falls apart.
On the other hand, if the issue does align well, but lacks genuine care and support from the company, then the cause-related marketing campaign won’t succeed too. People are pretty good at reading between the lines. If it seems disingenuous or lacks authenticity, it will not make it far in the market.
Cause-related marketing can raise awareness for several issues or causes – social justice issues, environmental issues, animal rights issues, wild-life preservation issues, disaster relief, or education issues, just to name a few. In this blog, Allen Marketing Communications, Inc., a boutique marketing and lifestyle public relations agency based in New York City, highlights the top six cause-related marketing trends.
Free Action Campaigns
In 2023, free-action campaigns, which can either result from collaborating with a non-profit organization or a business developing their own cause, will be a hot trend in cause marketing. Free-action campaigns are typically tied to a slogan of the cause and come with a hashtag. For the most part, the slogan will also be the hashtag, but this isn’t a requirement, it just keeps things consistent.
Including your audience in the discussion and giving them a platform to magnify their voice means a lot more to consumers than you might think. Empowerment is a strong feeling, and consumers should feel as if they are empowered to start the conversation and bring change. Creating a hashtag will motivate people to join the conversation in order to bring awareness.
As VR becomes more accessible, it is no surprise that it will be a trend in cause-related marketing for the upcoming year. According to Nativa , “companies can create immersive experiences for their customers that allow them to feel like they are directly involved in the cause. This can be a powerful tool for marketing and fundraising as it can create a strong emotional connection with potential donors or customers.”
By including a VR experience in your campaign, brands will encourage greater customer involvement, and set you apart from other businesses.
Buy One Get One (BOGO)
Many avid shoppers may be familiar with the term Buy One, Get One, but for the purpose of cause-related marketing, it refers to “Buy One, Give One.” In its simplest form, if a customer purchases something from your business, you'll either donate that exact same item or something else of equal value to a good cause.
This concept appeals to consumers who already include and consider the cost of the product in their monthly spending. They’re not spending any more money than they usually do, therefore, they will feel good supporting the cause.
Charitable Sweepstakes and Raffles
Getting people to tune in and accept your message is an accomplishment in itself, but the greatest challenge is to convince people to change their behavior. People have a tendency to stick to their own ways, which can prove to be a challenge when implementing a cause-related campaign.
One of the best ways to approach this obstacle is to involve the consumer as much as possible. HubSpot “found that if your business regularly holds contests, it would be clever to tie one in with a campaign that supports a cause. Entries can spark a stronger connection to the brand, and in-turn potentially build a strong relationship to the consumer. The more involved people can be in the contest, the better the customer will feel about their participation, as well as their perception of the company.”
For many years, climate change has been a topic of concern among many individuals. Now, more than ever, people are realizing how real the impacts are and how much it is costing our planet. Change is needed sooner rather than later, and companies are realizing this too. Next year, we can expect more companies to engage in environmental-cause marketing.
Each year, there is a growing number of organizations searching for ways to lessen their carbon footprint, with some even achieving carbon-neutrality. “Environmental causes … are becoming increasingly important to consumers, and they are likely to support businesses that align with their values,” Nativa.
Epic Company Collabs
Two is always better than one. In this case, this is absolutely true. Expect companies coming together and joining forces to make greater change. This can manifest in either the companies making a joint cause or supporting an existing non-profit.
The audience of the two companies, in addition to the audience of the non-profit, would garner an improvise amount of attention. By working together, they can reach a greater audience, and in turn create greater change.
Cause-related marketing is very straightforward, and if executed correctly, it can be very meaningful. Supporting causes and upholding the same beliefs attracts customers, as well as fostering and strengthening brand loyalty.
In the grand scheme of things, it seeks to boost earnings while benefiting society. “Oftentimes, companies will partner with a nonprofit organization for campaigns … Other times, companies choose or create a cause to support.” (Source: HubSpot) Either way, the community being supported benefits from the good inspired by cause-related marketing.
Our marketing and lifestyle public relations experts are available to help businesses in implementing this marketing approach.
By Rania Perales at Allen Marketing Communications, Inc.
Wine and spirits industries have proven to be resilient with double digit sales during the Covid-19 pandemic. In fact, the alcoholic beverage sector has grown significantly during the last two years, with brands adding line extensions featuring herbal, botanical, and citrus combinations with fresh, light undertones.
According to Verified Research Market, “the majority of individuals used to drink on the weekends and after work hours due to stress and worry. In addition, factors such as rising disposable income and increased consumer spending power because of raised health awareness are creating opportunities for market expansion.”
The growth of wines and spirits market is being driven by rising premium product use, by using of cutting-edge technology to enhance the fermentation process. In this blog, Allen Marketing Communications, Inc., a boutique wine and spirits and lifestyle public relations agency based in New York City, spotlights key wine and spirits trends.
Ready to Drink (RTD) Alcoholic Beverages
Ready to drink alcoholic beverages have been a lifeline providing another source of revenue for bars and restaurants during the Covid-19 pandemic.
“New RTD launches coming to market have a higher representation of premium-and-above products than volumes consumed in 2020, suggesting a trend towards premiumization. This marks a clear diversion from RTD innovation so far, with the vast majority of the global RTD category currently sitting within the standard-and-below price bands.” (Source: IWSR)
“To give you a better idea of just how popular alcoholic RTD beverages have become, Nielsen notes that the sales of malt-based cocktail variants have grown by 597 percent compared to last year. Not to be outdone, hard seltzer RTDs are at 193 percent, while the canned wine options are at 77.5 percent.” (Source: Linchpin)
Cannabis Infused Alcoholic Drinks
The legalization of cannabis has created another market for innovation in the wine and spirits industry. Research shows “cannabis beverage sales reached $210 million” according to Cannabis Tech.
“Amid a move towards more health-friendly drinks, cannabis beverage brands have divided themselves into two categories: cannabis-infused non-alcoholic drinks and cannabis-infused alcoholic drinks, with both categories incorporating the same technology.” (Source: Cannabis Tech)
Research is also showing that Millennials and Gen Zers are leading the way in purchasing these cannabis-infused alcoholic drinks.
No Alcoholic Or Low Alcoholic Line Extensions
The Covid-19 pandemic has sparked an interest in a sober curious movement especially among Gen Zers and Millennials consumers. Basically, Gen Zers and Millennials have sought out low or non-alcoholic beverages such as mocktails as a way to stay healthy during the pandemic.
Savvy wine and spirits markets are embracing the sober curious movement by adding line extensions with non-alcoholic or low alcoholic beverages to cater to these consumers. In fact, there are alcohol free bars and mocktail menus popping up across the country.
Taking Part In Reward-To-Recycling Initiatives
It's a frequent misunderstanding that brands alone can address environmental challenges. Customers really have a significant role in ensuring that their consumption has a positive influence on the environment
As a result, a number of companies have started reward-based recycling initiatives for consumers, allowing them to get incentives based on points for properly disposing of garbage and supporting sustainability as a whole. Due to the current blockchain buzz, “many consumers now choose crypto incentives since they are seen to be very valuable right now.” (Source: Authlink)
Modernized Wine Labelling
Gen Z and Millennial customers are particularly challenging for the wine industry to reach these consumers. Wine manufacturers have been forced to reconsider their branding and labelling since younger customers no longer see wine as relevant. Even the most well-known and well-established firms are always updating their merchandise and advertising to draw in new customers.
Even the most experienced wine consumer may find the wine aisle intimidating. It is crucial that even well-known firms stay up with innovation and develop branding that speaks to a changing market via compelling messages and eye-catching labelling.
Brewers Will Use More Innovative Techniques
In developing nations, non-beer items predominate, yet the beer is still a solid good that appeals to a broad variety of customers. 36 percent of consumers say they have increased their beer intake in the last year alone.
Brewers will need to keep coming up with new taste combinations, much like other market sectors. As you go into the future beers with flavors such as chocolate, chili pepper, and fruits will be available for an interesting beer experience.
Verification Of Sustainability
Customers have long been concerned about sustainability difficulties in the alcohol sector; the epidemic has just helped to heighten that worry. According to studies, “73 percent of millennials and 66 percent of worldwide customers are okay with paying extra for sustainable products.” (Source: Nielsen)
Customers are more likely to prefer wine and alcohol firms that are transparent about their environmental initiatives. “Millennials and Gen Z are speaking with their pocketbooks, and what is important to them is that they are willing to pay for is what will define premium. Sustainable production choices, quality ingredients and responsible employment practices are important: they cost more and consumers are willing to pay.” (Source: Beverage Dynamics)
Alcohol businesses now have new digital channels through which to communicate directly with consumers about their environmental efforts. “Shaky international supply chains and relative price were not the only drivers of this trend: in many cases, consumers reported they also wanted to ‘do their bit’ for the local economy. Building on this crisis response, local brands may hope to reinforce their status for the long term by emphasizing sustainability, quality and community values.” (Source: IWSR)
Promoting Regional Business and Goods
Many drinkers are buying locally to help them get by because they realize that 45 percent of small companies have only made half or less of their pre-Covid earnings during the epidemic. Customers are also genuinely curious about the places and histories of the bottles they buy from neighborhood shops.
Several small alcoholic beverage companies are using blockchain technology to increase corporate transparency and trace provenance along the supply chain in order to better serve their customers. The transaction records become irreversible by generating NFTs for each bottle, giving customers complete certainty about the origin of their beverages.
Overall, the changes in the wine and spirits industries have opened up opportunities for creativity and innovation such as selling wine and spirits online that can only be advantageous to everyone along the supply chain, including consumers.
A wine and spirits PR agency can be the most effective marketing and communication tactics a company can do to grow a wine and spirits brand.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.