Drinking Our Feelings - The Shifting Beverage Consumer

Name: Drinking Our Feelings - The Shifting Beverage Consumer
Uploaded: 2024-12-10T17:57:00-05:00
Duration: 25 min 32 s
Description: Flavor, function, and form are driving beverage innovation, but there's an underlying trend tapping into human emotion. Why is this resonating with consumers today? With beverage lines blurring, this session explores the concept of social signaling based on what people feel versus what the industry defines as a 'category' and how this may define the future of drinks.

Dec. 10, 2024 at 5:57 pm

Flavor, function, and form are driving beverage innovation, but there's an underlying trend tapping into human emotion. Why is this resonating with consumers today? With beverage lines blurring, this session explores the concept of social signaling based on what people feel versus what the industry defines as a 'category' and how this may define the future of drinks.

Transcript

Speaker 1 [00:37] I'm excited to introduce our next speaker, Brandy Rand, the founder and CEO of Thurstwell, which provides strategic advisory to beverage industry businesses of all sizes. Previously she served as Chief Global strategy Officer at IWSR Drinks Market Analysis and Today she's going to walk us through how consumers' emotions are driving trends in the alcoholic and non-alcoholic beverage categories as they seek out drinks that make them feel healthy, connected, or relaxed, and the potential impacts this shift will have on the industry. Please join me in welcoming Brandy to the…

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Transcript

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