The third installment from our June 2011 Little Luxuries Roundtable discussion on beverages reveals the definite loyalty consumers exhibit toward their favorite beverage brands. We noted several expressions of loyalty espoused by participants (adults 22-35), such as long histories of drinking a particular brand and knowing precisely where (and where not to) find favorite beverages. [...]
Continuing with our latest Little Luxuries research, we’re pleased to bring you the next installment from our June 2011 Roundtable discussion on beverage choices among young adults ages 22-35. This video summary reflects another insight we captured during the session, the important role of heritage in shaping beverage preferences. We were struck by the recurring pattern of consumers choosing beverages in adulthood based on factors that originated in their youth. Interestingly, heritage had different meanings for the various participants, including things such as: ritualistic mealtime habits, fond memories of individual experiences, and connections with cultural identity. [...]
As part of our ongoing Little Luxuries Project, Luminosity is conducting a series of Roundtable focus groups to learn about the specific Little Luxuries product categories favored by different consumer groups. Our June 2011 group focused on favorite beverage brands among young adults ages 22-35.
During this Roundtable, we learned about the role of trusted influencers and how they shape consumer’s beverage choices. Interestingly, influencers highlighted by participants ranged from the inner circle (family members and friends) to extended “acquaintances” (shop keepers and even favorite celebrities). The wide variety of influencer types cited indicates that with so many options available in the beverage category, it doesn’t particularly matter who introduces the consumer to the beverage–just that someone does. [...]
Luminosity Marketing is pleased to present the next installment of our Little Luxuries Roundtable Series. Little Luxuries are products/services that consumers WANT, but don’t necessarily NEED, and generally speaking they do not require significant planning before purchase. Our Roundtables are designed as casual focus groups through which we gain insights from consumers about these indispensable items.
Our most recent Roundtable, conducted this June in Scranton, PA among young adults ages 22 – 35, was all about favorite beverage brands. We see the beverage category as a prime example of the Little Luxury mindset; favorite brands inspire passion, are regularly purchased, and offer a sense of attainable indulgence, even in stringent times. <a href="http://luminositymarketing.com/blog/?p=5412">[...]</a>
Amidst all the current economic uncertainly, one area that continues to see steady grow in the U.S. wine industry. This growth is largely driven by Millennials and Generation X, who have seen net increases of 34% and 28% respectively in 2010 (according to the Wine Market Council). Youngsters like myself are still developing their drinking habits and appear to be more open to exploring the complex and somewhat daunting world of wine. These younger demographic groups are finding the transition toward becoming wine connoisseurs easier due to greater access to information about wine through wine blogs such as Vinography and Dr. Vino’s Wine Blog and TV Shows such as Vine Talk. Both mediums welcome the average wine drinker to get better acquainted to the complexities of wine, without overwhelming them.
As U.S. wine consumption increases and these younger wine drinkers’ tastes get more sophisticated, wine retailers will also need to evolve. Much as new wine converts have to get out of their comfort zones to try new varieties and regions, wine retailers will also have to move beyond providing shelves upon shelves of just Bordeaux and Chardonnay. [...]
<img class="alignright size-full wp-image-5070" title="coca-cola-plant-billboard" src="http://luminositymarketing.com/blog/wp-content/uploads/2011/07/coca-cola-plant-billboard1.jpg" alt="" width="484" height="341" /> When you think of the environment, is soda the first thing that pops into your head? Probably not. Yet, this is exactly what Coca-Cola is trying to negate with a new out of home effort, an execution resulting from its recent partnership with the World Wildlife Fund (WWF). Coca-Cola recently unveiled a state-of-the-art billboard in the Philippines that is truly environmentally friendly. <a href="http://luminositymarketing.com/blog/?p=5067 ">[...]</a>
<img class="alignleft size-full wp-image-3014" src="http://luminositymarketing.com/blog/wp-content/uploads/2011/01/beer.jpg" alt="" width="248" height="247" />One of my favorite pastimes is knocking back a cold one after a long media planning day. And so, I've decided to list my favorite beers… but not just any beer – my top 3 domestic drafts. It got me thinking about how I discovered these brews in the first place and so I dived a little deeper into the unconventional yet effective advertising (or lack there of in some cases) of domestic specialty breweries. All of my three picks, for example, became known to me through WOM (word of mouth). All three beers have very little advertising yet continue to increase distribution year after year. In fact, based on the Brewers Association reported growth of the craft brewing industry in 2009 was 7.2% by volume and 10.3% by dollars compared to growth in 2008 of 5.9% by volume and 10.1% by dollars. Moreover, the number of breweries in the US continues to climb.
Now, to the good stuff. My top 3 domestic beers are<a href="http://luminositymarketing.com/blog/?p=3005">[...]</a>
<a href="http://luminositymarketing.com/blog/?p=2718"><img class="alignleft size-full wp-image-2766" src="http://luminositymarketing.com/blog/wp-content/uploads/2010/12/ciroc-debit-card-300×194-e1291837952545.jpg" alt="Ciroc Debit Card" width="270" height="175" /></a>It’s the most wonderful time of the year. This is no exception for many liquor and beer distributors, who have started to ramp up advertising and marketing efforts in hopes of capitalizing on the traditional spike in sales that accompanies the holiday season. While liquor distributors are happy to cash in on the increased volume of sales during the holidays, their brands are taking an increasingly noticeable stance to promote responsible drinking. But as iterations of “drink responsibly” become industry standard, it’s hard to tell whether these efforts are sincere, or if brands are just providing lip service to skirt legal issues and avoid attacks from special interest groups like MADD.
<a href="http://www.smirnoff.com/">Smirnoff</a> has been a particularly obvious offender in this department in recent years, having run campaigns with catchy quips that give off an air of responsibility, but actually portray it as a burden. You might remember the Smirnoff TV spots, for example, where a man slashes all of the tires on his car before walking into the party with a six pack of Smirnoff Ice. It ends flashing the words "Drink Responsibly" on the screen. Another spot features <a href="http://www.nascar.com/" target="_blank">NASCAR</a> star <a href="http://www.mattkenseth.com/" target="_blank">Matt Kenseth</a>. As he walks into the party, his pit crew takes the wheels off the car (pretty much the same exact premise)<a href="http://luminositymarketing.com/blog/?p=2718">[...]</a>
<img class="alignleft size-medium wp-image-2000" style="border: 0pt none;" src="http://luminositymarketing.com/blog/wp-content/uploads/2010/10/oktoberfest-300×239.jpg" alt="" width="180" height="143" />As October rolls around and the days get colder and shorter and I have to begrudgingly wear more clothes, there is only one thing that compensates for this change in climatic fortunes: Oktoberfest!
For the beer drinker, Oktoberfest is the best part of the harvest. Yes, pumpkin pie is tasty and yams work well with turkey dinner, but there is a certain satisfaction that only enjoying this special seasonal brew brings. It is the perfect way to treat yourself after a hard day’s work, regardless of whether it’s been a stressful day at the office, or raking the yard or harvesting the wheat fields. It is a way to indulge in life’s simple pleasures and maybe cheat your diet for a few relaxing minutes[...]
I caught myself playing a fruit slicing game on theiPhone 4G for a good half hour the other day. The point of the game was to swipe your finger across the screen and slice fruit as they flew up from the air, and funnily enough I was addicted to it[...]