Summer Parties
Events also open up the opportunity
years has been around supporting
for other formats that are convenient
local… We see brands that are making
for consumers who are looking for
the most noise, are seemingly the most
interesting drinks to easily share
local, and go hand-in-hand with craft
amongst a group. This is why Mark
and quality,” he said.
Collins, Co-founder of Basic Babe,
On the sustainability front,
thinks the season ahead is ripe for
Belvedere has seen success with its first
boxed cocktails.
RTD line, which is all organic. Ireland
“I think the whole Australian
said it fulfils the customer desire for
summer is built around barbecues,
environmentally conscious brands, and
picnics, beaches, parks, and that kind
will be something that Belvedere builds
of setting lends itself to that bigger
on with likeminded brands throughout
format,” Collins said.
the summer.
“It also lends itself to [portable formats] that are easy to carry.”
And for some shoppers, summer events can be the perfect opportunity to fulfil a different value – that of
“Lighter and refreshing drinks will also be sought after as drinkers look to avoid excessive sugar and the dreaded bloating.” Alex Bottomley Director Ampersand Projects
The right vibe
adventure. The newest innovations
During this ever-present era of
and creations sway this consumer
premiumisation, party shoppers are
when they’re browsing for party drinks,
being swayed by more than price.
looking for something that will satisfy
Growth Scope data shows that 43
their needs in flavour and format, but
per cent of these shoppers don’t buy
also give them a unique talking point
products on special and 14 per cent
for party guests.
buy from a promotional area, while
Bottomley said this is an area in
41 per cent buy something that is pre
which the new Ginger Beer from
chilled. This shows that many people
Ampersand Projects will shine.
are looking for products they feel
“Given the expected spike in
aligned with, and that would best suit
at-home or outdoor catch ups this
the occasion, rather than looking for
summer, ‘talkability’ is important.
the best deals.
People want to discover new drinks
In addition to format and flavour, another key part of the decision
good as they taste,” he said.
making process for shoppers when it
“Our new Ginger Beer with its
comes to summer events is how brands
distinctive tiger stripe pattern certainly
and products align with their values.
ticks this box. It’s instagrammable and
For example, customers can often be
has the wow factor required to become
swayed by value-led trends like locality
a talking point at any social occasion.”
and sustainability, and in many cases,
Andrew Nowicki, Director at
they’re willing to pay a premium for
Growth Scope, said what all these needs
such values.
combined show is that shoppers are
McShane has seen this with West
after something particular for summer
Winds Gin, a local brand that has
parties, and are looking to be inspired
just announced the launch of its first
about this in-store.
RTD line.
58 | National Liquor News
and also drink products that look as
“It’s a specific shopping mission,
“One of the major trends across
they’re often not doing this as a regular
Australia that has gained strong
top-up shop… that tells us that display
momentum over the past couple of
plays a really important role.”
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