By Anna Managò
For years, big business has got the market used to ‘flat’ flavours and aromas, but now, thanks to a renaissance of interest in food and everything surrounding it, consumers are demanding a taste experience even from the world of beer. The buzz created in the market by craft beer has given rise to an unprecedented assortment of Italian draft and bottled beers. Yet too much choice, unclear information, confused communication, “experts only” market positioning and prices that can sometimes be out of reach risk alienating even greatly interested consumers.
So what does the future have in store for this exciting sector of the market? To get a better understanding, let’s take a step back and look at how the movement was formed.
When it took its first steps 20 years ago, Italian craft beer mainly had to compete with wine. In an initial attempt to compete directly, it borrowed methods and visual codes: a 75cl bottle size, visuals inspired by the rural soul of the winemaking world, and price positioning and consumption occasions which all belonged to wine.
Creating brand experiences has become the mantra of marketers. Everybody wants to deliver experiences to stay relevant and build strong relationships with customers. Technology has provided us with incredible tools to communicate, measure engagement and create seamless transitions between the online and the offline worlds. It has also created more complex dynamics and made it more difficult for brands to grab the customer’s attention and to conquer their hearts. But as we aim to create strong brand experiences to find growth, we should look not at the tools but at opportunities in new risky territories. This is why knowing where the limits of your brand are is key to stretch the brand and go beyond.
Let me explain.
Last week was the Winter Fancy Food Show put on by the Specialty Food Association. For us here at CBA it’s a wonderful time to see what is happening in the world of food and beverage, as well as what new product trends we should keep our eyes on. It’s one thing to check out new designs online and quite another to see hundreds of samples in the crowded Moscone Center. From the thousands of vendors and brands present, we've identified 3 most notable trends that are soon to be dominating the world of food and beverage.
This is the last in our series of learnings from Fast Company’s Innovation Festival. Our three principles thus far, internal valorization, diversity, and cross-industry collaboration, have given us an astute understanding of the makeup of a powerful brand. Our last take away, disruption, helps seal the deal.