Beer trends and inspiration for 2015 by Cocoon Group
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This document provides 7 trends and inspirations for the beer industry in 2015 according to Cocoon Group's research. The trends include: 1) Consumers pushing brands to move beyond traditional demographics and segmentation; 2) Using technology to enhance the drinking experience; 3) The rise of craft beer and beer connoisseurship in Eastern Europe; 4) Innovations in beer labeling and packaging; 5) Competition driving new experiences for consumers; 6) Developing healthier and more functional beer options; 7) Beer brands expanding into other beverage categories like soft drinks. The document encourages beer companies to embrace these opportunities and trends to inspire new thinking about the future of brewing.
![Despite the drop in consumption and production,
the number of European breweries has soared
over the past five years by 73 per cent to 5,665.
Almost 100 per cent” of the new entrants are
microbreweries producing specialty beers and
mirroring the craft trend that has shaken up the
US beer industry.
[FINANCIAL TIMES, November 28, 2014]](https://image.slidesharecdn.com/cgbeertrendsandinspirationfor2015finfin-150618133025-lva1-app6891/85/Beer-trends-and-inspiration-for-2015-by-Cocoon-Group-15-320.jpg)
Beer trends and inspiration for 2015 by Cocoon Group
- 1. Trends aren’t really the point, opportunities are! BEER TRENDS & INSPIRATION FOR 2015 KNOWLEDGE collected by Cocoon Group
- 2. PREFACE We dived in ocean of beer, we digged in hop garden, and in jungle of trend forecasts we hounded inspirational stuff which is happening in brewing industry and among consumers. Those crazy silly little bits, which may seem to be just interesting at moment, can finally be inconspicuous indications of real future trends. And it’s always worth to be ready for what is coming, isn’t it? We would like to share with you few of the stuff we’ve collected, even though it would not make a trend, we believe it may inspire your thinking about the future of brewing. 2 Beer Trends & Inspiration for 2015 collected by Cocoon Group
- 3. CONTENT ① CONSUMERS PUSH US OUT OF THE BOX ② TECHNOTAINMENT ③ BEER CONNOISEURSHIP GOES EAST ④ PRINT’N’COOL ⑤ COMPETITION BRINGS NEW EXPERIENCES ⑥ BEERS FOR BALANCED LIFESTYLE ⑦ BEER SPIN-OFF 3 Beer Trends & Inspiration for 2015 collected by Cocoon Group
- 4. CONSUMERS PUSH US OUT OF THE BOX 1
- 5. Post-Demographic Consumerism Without consumers we will lose the point of our business. Without understanding their needs we will hardly sell anything to them. As trendwatching.com points out traditional demographic marketing segmentation by age, race, gender, location, family status or income is not as important as it used to be 10 years ago. Marketers should go out of the box and take other factors of “segmentation” into consideration, such as: • Access to information about your brand; • Permission to be free of conventions and imposed social norms; • Ability to experiment and personalize through consumption patterns; • Desire to be democratic and more ephemeral, acquire non-financial status. 5
- 6. Heresy & New horizons: Embrace ‘new normality’ irrespective of culture, language, age or gender. Be prepared to re-imagine or even overturn decades of brand history and tradition, to attract tomorrow’s younger-yet- experienced and wealthy-yet-irreverent consumers.
- 7. Re-think brand heritage and be ready to re-imagine or overturn decades of brand history. Like Rolls-Royce. First time this British automotive brand has made an appearance in the gaming world. READY FOR HERITAGE HERESY?
- 8. THOSE ETHICAL CONSUMERS… Growing consumer awareness of their rights and corporate misbehaviour. Generation Z manifesting its will to change the world, slow redirecting from meaningless heavy consumption to less tangible but more gratifying care of the others and environment, this all indicates deeper social changes. Nevertheless, many of us are too busy (or lazy) to change our lifestyle and “make the world a better place”—instead, we expect brands to do so, offering us some simple and easy-to-employ patterns of guilt-free consumption. e.g. In March 2014, the Irish beer brand Guinness withdrew sponsorship support of the St. Patrick’s Day parade in NYC because the authorities prohibited LGBT representatives to carry gay-identification signs.
- 10. Technology enhances drinking experience Thanks to the development of technologies brands can use rich pallet of tools for activating their values. It has never been that easy to manifest modern spirit, innovation leadership, entertain consumers or surprise them with something they have never experienced before. Breathtaking examples of intensified brand/drinking experience by Heineken, Grolsch, Becks. Whether it is about linking beer, urban life and digital world, or special bar, it offers balanced demonstration of amazing craft and competence and passion for creativity and design. Beck’s first playable bottle, played on the Edison-inspired prototype of the cylindric phonograph Movie Unlocker Advanced technology allows beer-lovers to watch a movie using a Grolsch beer bottle. This bottle has a special embedded device, which accepts radio signals and transmits them from the Bluetooth beacon under the bottle top directly to the device a person wants to watch the movie on. 10
- 11. Premium experience at home THE SUB® from Heineken represents perfect design and engineering combined with great story-telling. Its upscale design plays into the growing trend of more refined at-home drinking—fancy cocktails, fine wine, craft beer—which “communicates a certain status” among consumers. Inspired by the shape of submarine, with the tap looking like periscope, Heineken also named the kegs Torps, short for torpedoes. Truly men’s world, isn’t it?
- 12. Digital savvy brands Going mobile is faster than ever before. The sales of portable devices (mobile phones and tablets especially) are growing, and tons of applications are trying to make consumers’ lives convenient and enjoyable. Being part of the network seems to become natural part of our existence. People are stepping into conversations with other people as well as with brands. Let consumers like you – advice them happy hours in bars, educate them about quality of beer, reveal cool venues to them, let them meet, etc. – and they will pay it back to you. Being digitally savvy and getting more of social networks simply means you can amplify the voice of your brand. 12
- 13. HAVE APP ON TAP!
- 15. Despite the drop in consumption and production, the number of European breweries has soared over the past five years by 73 per cent to 5,665. Almost 100 per cent” of the new entrants are microbreweries producing specialty beers and mirroring the craft trend that has shaken up the US beer industry. [FINANCIAL TIMES, November 28, 2014]
- 16. Craft beer conquers Poland
- 17. With craft beer, special and expensive types of beer, the perception of the category is changing. Beer with its rich variety of flavours, which is btw broader than by wines, is acquiring more and more important place in high gastronomy. Pairing beer with food, consumers driven by new experiences, aspirative style and higher status will promote the role of B e e r s o m m e l i e r s
- 18. PRINT’N’COOL 4
- 19. Label function revisited Brands offer new levels of consumption experience through print technologies either it’s thermo ink indicating whether the drink is properly chilled or special photochromic inks changing colour according to light intensity. Photochromic ink used on can INDOORS OUTDOORS 19
- 21. Market research company Canadean claims that data show that lager drinkers are open to new experiences, with this desire prompting almost 14% of consumption in the lager market. Products that can offer something unique to consumers will benefit, whether this is by flavour innovation or novel packaging. In Romania Grolsch launched a creative new way of drinking beer with the introduction of the Jar or ‘Borcanul’. The Jar eleva-tes Grolsch beer to a premium craft drinking experience as it builds on the popularity of mason-jar presentation in trendy bars. The Jar will boost brand long-term loyalty, as consumers are likely to retain and re-use innovative product packaging. Such designs drive repeat purchases as consumers look to collect a set for their cupboards. 21
- 22. The petainerKeg™ Linestar is based on the petainerKeg™ classic blown, one-way, recyclable PET keg, and features a significantly redesigned outer shell which enables it to fit specifically on existing steel-keg filling lines; reduce logistics costs up to 30% and maintain taste quality equal to that of steel. 22
- 23. comPETition For this brand P.E.T. Engineering developed a 1 litre PET bottle with a premium look recalling the heritage and devotion to excellence of the brew masters since 1870 and, at the same time, creating a convenient bottle for daily consumption at home and outdoors. Sidel PET bottle like a glass According to Sidel it’s the world’s first-ever pasteurisable lightweight PET bottle for beer with a non-petaloid base. 23
- 25. Functional pleasure There is a growing number of beer drinkers, who would like to keep enjoyable taste of beer, but make the beer itself let’s say healthier or better fitting their health-conscious life style. This would mean lower in calories beer, isotonic properly hydrating beer, or beer with special herbal extracts – and alcohol free variants for ultimate health freaks. 25
- 27. BEER SPIN-OFF 7
- 28. Hop lemonades, malt soft drinks, flavoured non- alcoholic beers are only few examples of how breweries are approaching the world of soft drinks, which stands for prospective area of how to broaden their traditional beer business. Functionality, naturalness and sexy packaging is not enough. Flavour variation is vital to alcoholic and non- alcoholic beverage success. Exotic ones would be on the list. Inspired by beer 28
- 29. 29
- 31. External resources Texts are based on information sourced at: http://trendwatching.com http://www.coolhunting.com http://www.canadean.com http://www.packworld.com http://www.beveragedaily.com http://www.jwtintelligence.com http://popsop.com http://www.policyinnovations.org http://www.bloomberg.com http://bestinpackaging.com http://www.ft.com http://www.europeanceo.com http://www.accenture.com http://www.brandrepublic.com http://www.mindshareworld.com http://thebrewscene.com http://www.foodanddrinkinsight.com http://www.bevindustry.com http://www.foodbeast.com http://www.thedrinksbusiness.com http://blog.euromonitor.com http://coolmaterial.com http://www.craftbrewingbusiness.com Source of images: (p.5) userinterfacetalk.com (p.6) www.thugkitchen.com (p.7) news.xbox.com (p.8) observer.com, www.dailymail.co.uk (p.10) thedieline.com, bestinpackaging.com (p.11) www.the-sub.com (p.12) www.listofimages.com (p.13) coolmaterial.com, adambarrell.com (p.15) www.beerlovers.pl (p.16) afroalko.pl (p.17) www.pinterest.com/jendoll21/beer (p.19) www.behance.net (p.21) www.mixtopia.ro, experimentalist.ro (p.22) www.craftbrewingbusiness.com (p.23) www.thedieline.com, www.sidel.com (p.24) www.miller64.com (p.25) www.welde.de (p.26) lookatbrew.wordpress.com (p.28) www.prazdroj.cz (p.29) hopster.me (others) Cocoon Group 31 Beer Trends & Inspiration for 2015 collected by Cocoon Group
- 32. Prague Classic 7, building C, Jankovcova 1037/49, 170 00 Prague 7 – Holesovice, Czech Republic T. +420 222998598 Moscow Juliusa Fucika, 17-19, 123056 Moscow, Russia T. +7 499 250 3455 The Hague Scheveningseweg 42, 2517 KV the Hague, the Netherlands P.O. Box 10667, 2501 HR the Hague, the Netherlands T. +31 (0)70 302 20 80, F. +31 (0)70 302 20 89 Bucharest Str. Barbu ISCOVESCU, no 24 A, sector 1, Bucharest, 011422, Romania T. +40 21 222 20 77 For more information please contact us. Jiří Votruba Managing Director [email protected] Jakub Plášek Strategic Planner [email protected]
Editor's Notes
- #9: Consumers are waiting from businesses to stop selling unhealthy FMCG products, ban using cheaper but potentially harmful ingredients, or fight unfair or child labour—not just spreading the word in media about the intention to do so. We all want from brands some visible, meaningful and constructive sacrifices: of products, processes, attention and opportunities.
- #13: http://www.listofimages.com
- #16: Yet despite the drop in consumption and production, the number of European breweries has soared over the past five years by 73 per cent to 5,665. High quality global journalism requires investment. Please share this article with others using the link below, do not cut & paste the article. See our Ts&Cs and Copyright Policy for more detail. Email [email protected] to buy additional rights. The number is “astonishing”, says Demetrio Carceller, president of the Brewers of Europe. As he acknowledges, “almost 100 per cent” of the new entrants are microbreweries producing speciality beers and mirroring the craft trend that has shaken up the US beer industry. Start-up brewers had been the upstarts of the industry, taking market share off mainstream lager producers. But big brewers now see them as a way to help refresh an industry that admits it has been slow to excite consumers.
- #17: porter bałtycki
- #22: YOU CAN watch the ad here: https://www.youtube.com/watch?v=9U-dTBMmWFs Grolsch has recently launched a new creative way of drinking beer in Romania – ‘The Jar’. The launch of ‘The Jar’ is well-timed, building on the popularity of mason-jar presentation in trendy bars and cafes. ‘The Jar’ elevates Grolsch’s beer to a premium, craft drinking experience for consumers. Catherine O’Connor, senior analyst at Canadean predicts success for the new packaging: “We can see consumers in other markets clamoring to get their hands on this novel design.” According to Canadean, consumers are more likely to retain and re-use innovative product packaging like ‘The Jar’, adopting the stylish, unique design into their glassware. Such designs also drive repeat purchases and bulk-buys as consumers look to collect a set for their cupboards.
- #24: For this brand P.E.T. Engineering developed a 1 litre PET bottle with a premium look recalling the heritage and devotion to excellence of the brew masters since 1870 and, at the same time, creating a convenient bottle for daily consumption at home and outdoors. The bottle was given a special premium look by means of detailed and glasslike engravings which underline the heritage, the brew master tradition and the Amstel brewery’s year of foundation. These have been aligned with a label design which gives premium status to the product using a gold background representing the high quality by this slow brewed beer.