In the ever-evolving landscape of our drinking habits, a dynamic shift has occurred over the past few years, driven not only by pandemic-induced behavioral changes but also by the emergence of new and novel beverage categories. Our consumption patterns have undergone a transformation, both in terms of quantity and quality, alongside an unparalleled surge in cross-category beverage innovation.
This seminar delves into the intricacies of these changes, exploring the profound impact of broader consumer trends on our drinking culture. By dissecting these influences, we aim to equip you with a wider viewpoint, enabling you to adeptly navigate and strategize for the future consumer landscape. In this presentation, we unravel the dynamic tapestry of modern drinking, providing insights that go beyond the surface to help you anticipate and meet the evolving preferences of the consumers to come.
Learning Objectives
- Learn how to identify consumer behaviors and attitudes that influence purchasing: economics, wellness, purpose
- Dive into the generations: Is Gen Z really that different?
- Understand the dynamics of the new category-agnostic landscape and why broader beverage trends matter across hydration, sugar, and more
- Discuss the aspects of flavor, function, and form when it comes to brand messaging and future innovation
About the Speaker
Brandy Rand, Industry Advisor
Brandy Rand has over 20 years of senior leadership experience across the beverage alcohol industry. She's an expert on category and consumer trends and is known for her strategic insights on business transformation and profitable growth. In her most recent role at IWSR Drinks Market Analysis, she successfully developed a market-leading U.S. research and commercial division, oversaw global product verticals, and drove analytical intelligence in key practice areas. She has been a trusted advisory partner to multinational corporations, financial institutions, trade organizations, and C-level executives in the drinks business.
With previous positions at Allied Domecq Spirits & Wines and Bacardi Limited, Brandy managed brand strategy, distributor relations, trade marketing, communication, consumer engagement, and product innovation. During her career, Brandy has also held consulting positions across media and consumer packaged goods (CPG) sectors with a focus on brand building in an ever-changing business environment. With her knowledge of the drinks industry, consumer insights, and passion for uncovering trends, she is a frequent keynote speaker and moderator at leading industry events. Brandy regularly provides media commentary on beverage alcohol and has appeared in the Wall Street Journal, CNN, Fortune, Forbes, CBS Marketplace, Bloomberg, and various trade publications.
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