Advertising tailored to specific target groups holds the key to unlocking huge marketing potential for the beverage industry. Programmatic advertising is proving to be the tool around the world for effectively reducing the significant amounts of waste coverage seen in internet advertising. It does this by targeting specific audiences.
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Brazilian beers and the beer scene in general are full of great potential, with an abundance of new breweries, unusual beer specialties and plenty of new interesting ideas cropping up on the scene. But Brazilian brewers aren’t just looking at current trends in the US, they’re taking an example from the German beer culture in particular.
You certainly cannot accuse the non-alcoholic beverage industry of shunning innovation. Innovative sweetening concepts, beverage creations with superfruits or superseeds and new color concepts – there is innovation everywhere you look. Nevertheless, the question arises: Is this innovative enough or could innovation reach new levels in the future? Perhaps in the form of insect drinks?
Sales of dairy drinks are booming. Between December 2016 and November 2017, sales grew by 7.4 percent, reports the Düsseldorf-based Information Resources GmbH. This number does, however, include the increasingly popular plant-based alternatives. The use of sales promotions on the retail end also significantly contributed to the result.
Fruity, fresh and light: Experimental mixologists are discovering that creative beers and amber nectars can be the perfect ingredient for making cool drinks. Beer cocktails are the latest trend to hit the international bar scene.
Everyone is talking about digitization. Even though the term digital is used so frequently, it means something different to everyone. It encompasses anything from automation in production areas to the exchanging of information between producers and food retailers which is still done in an analog fashion in many cases. In sales and back office areas, many things are still “done...
Highly efficient technology that adapts to new conditions and customers’ wishes simply and quickly – this is what the non-alcoholic beverage industry wants. In this regard, flexibility is playing an increasingly important role – ideally, flexibility achieved with compact and space-saving machine concepts. Supplier industries offer interesting options. One that is increasingly attracting attention is the new generation of robots.
Smart, customized and individual ways of addressing specific target groups offer excellent marketing potential for the beverage industry. Another plus: Targeted marketing creates an emotional bond with the target group, thus promoting long-term product loyalty.
Alcohol-free beers are in fashion, thanks to the international boom in fitness and health. The new varieties are often brewed with creative mixtures of hops and malt, so that they barely differ in taste from regular beers.
Within the food sector, the dairy industry plays a leading role when it comes to IT-based process management. Despite their complexity, the already extremely automated processes in this industry still don’t represent real “digitalization” – but the potential is there.