Runyon Saltzman, Inc.’s Post

Coming off back-to-back conferences (one beer, one cider) I've found the most common topic of conversation - perhaps unsurprisingly - is how to talk to legal-age Gen Z consumers about alcohol. People are worried they're not drinking! A whole generation of teetotalers! ...But a Beverage Marketing Corporation study shows 2/3 of college-age Gen Zers consume alcohol, same as the historic average for total population. ...And 2023 NielsenIQ survey shows there's already a year-to-year decline in how many Gen Z say they've never had a drink. Attitudes and behvaiors *are* changing. The way alcohol is a part of young consumers' lives isn't the same as 5 years ago. But it's not that young people have shunned alcohol ... they're just drinking *differently.* There are lots of parts to this ongoing conversation, but it's one Kate Bernot and I will keep poking at for Sightlines. Including ... gasp ... talking to young people. Follow along with this research and more: https://lnkd.in/dETMi3gr

Why it’s time to start defending wine! With anti-alcohol rhetoric on the rise, it’s time for the drinks trade to start defending wine’s role in society, stresses physician and vintner, Dr Laura Catena.

So dry January eh?! Hearing more and more about 'damp' January and the trend towards increasingly candid reflections on personal alcohol consumption, including sober curious. I've never done dry Jan...until this year. I am admittedly not a big drinker but succumb to a trend simply as a 2024 goal. I won't get a sticker for the back of my minivan but I'll take it! What surprised me most was the household economics. I became increasingly aware of the non-alcoholic brands in my local store and began to actively seek them out, while sharing with family. This shifted funds, and thus sales data, to a category I have rarely participated in. I also respect the planning (manufacturers, brands, retailers etc.) to support this calendar event. The sales spike must be wild! Credit to brands like MaryRuth's pivoting their liquid vitamins into mocktails! Brilliant! Based on my local access, Athletic Brewing Co. and The Boston Beer Company (Samuel Adams) appear to be stand-outs but I am keen to expand my horizons. With show season ramping up, I am excited to connect with brands that are in this space. Whether you are a consumer, brand, broker or retailer...PLEASE comment on your favorite non-alcoholic beer and wines below, or send me a PM so we can hopefully connect face to face! #dryjanuary #nonalcoholicdrinks #sobercurious #networking

We're getting ready to close our consumer survey about how drinking habits have changed. If you live in the U.S., haven't taken it and you're not employed in the beverage alcohol business, please take this very short survey. You'll get the results when complete. #marketresearch #alcoholicbeverages #surveys

Leave it to the UK to come up with an awesome phrase to describe something..."zebra striping" aka mixing alcoholic and non-alcoholic drinks within an occasion. The headlines of widespread abstinence from alcohol are exaggerated, but moderation is here to stay and looks different for many be it fewer times a week, entire month-long dry challenges or, mixing different bevies within an occasion. And, with so many great NA options on the market, why not?! Consumers are so much more mindful of their sobriety levels and have put a premium on feeling good the next day. My good friend Keith Anderson was way ahead of his time with his sage "water beer, water beer" gameplan years ago to have a good night AND wake up ready to crush that five mile run. Excited to watch where this trend leads with innovation. The mixed VP of 0%/5%/8% ABV cans is a cool idea...where will we go next? https://lnkd.in/gpHgg9Ye ------------------------------------------------------------------------------------ What is zebra striping?   The practice of ‘zebra striping’ is a trending alcohol moderation tactic: where individuals switch between alcoholic and alcohol-free alternatives during the same occasion. It’s a way of moderating alcohol consumption – particularly over longer soirees - without having to give up drinking entirely. (more in link) 

Which alcohol categories are most "swappable" for each other? Data from the Brewers Association/The Harris Poll survey helps us understand how drinkers—not the industry—think about interchangeability. It's a theme we've explored deeply at Sightlines: Taking on a consumer's perspective is critical for effective positioning. Subscribers have all the context on what these findings mean for beverage companies in their inboxes right now. Join us: https://buff.ly/3BADklm

Understanding the alcohol content in your beverage is crucial for a safe celebration. For Independence Day, let's toast to responsibility! 🎇 By making informed choices, we promote a culture of awareness and personal accountability. Here's to a safe and enjoyable 4th of July! For more insights on responsible drinking, visit https://bit.ly/42Q2IM4.

Interesting chart regarding the swappable choices from the consumer perspective

To wine brands: The snarky message you posted about dry january that industry people loved isn't worth the amount of people outside the industry bubble you alienated. I know it *seems* counterintuitive but you're better off showing support of dry January or simply not engaging with it. General audiences follow brands that show they care about their wellbeing vs antagonistic messaging You don't have to take a moral stand that says you're still drinking just because you see other people choosing not to drink. #wineindustry #marketingcampaign #socialemediamarketing

Drinks sampling can be tricky. Thankfully, the team have over 11 years’ experience in beverage marketing and sampling, and have worked on campaigns of all formats and sizes. Alcohol, glass, carbonated cans - you name it, we’ve done it all and have garnered the expertise to find the perfect channels to execute your campaign in alignment with your target audience, goals and KPIs. 🍺 79.2% of alcoholic samples reached new audiences 🥤 89.3% of enjoyed the alcoholic sample they received, and 89.5% of soft drink recipients enjoyed theirs  🥂 72.8% reported an intent to purchase after tasting their sample https://lnkd.in/eD_rhpDa #drinksindustry #beverageindustry #sampling #datadrivenmarketing