057 | Emmett Strack | US & EU Trends Cross-pollination | Cross-Episode with Park Street Insider Podcast
Apr 23, 2024
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Emmett Strack, drinks industry trends expert, discusses US & EU cross-pollination with Chris Mafel. They compare cocktail trends, on-trade dynamics, Gen Z preferences, and evolving drinking categories. Insightful chat on convenience, flavor ascension, and market trends.
US consumers prioritize convenience with the rise of canned RTD options, influencing buying habits.
European interest in vermouth and whiskey categories aligns with US sustainability trends in spirits consumption.
Deep dives
Shifting Consumer Behavior Towards Convenience in the US
In the US, there is a noticeable trend of shifting consumer behavior towards convenience in purchasing drinks. Consumers are increasingly valuing convenience, leading to a focus on canned options for easy enjoyment. Ready-to-drink (RTD) options have seen significant growth, reflecting the demand for easily accessible and ready-to-enjoy beverages. The emphasis on convenient locations for purchasing products highlights the importance of accessibility for consumers, impacting their choices and consumption habits.
The Importance of Education in Building Brand Loyalty
Education plays a vital role in engaging Gen Z consumers, who value authenticity and exploration. Brands benefit from building organic connections with consumers through education rather than solely focusing on sales. By providing information and insights about the category before promoting the brand, companies can establish meaningful connections and drive loyalty among consumers, especially the Gen Z demographic.
Trending Categories in Europe and the US
In Europe, there is a significant interest in vermouth and whiskey categories, with a rise in local whiskey production and a notable focus on quality and authenticity. European spirits are well-positioned to align with the current US consumption trends emphasizing sustainable values and local ingredients. Meanwhile, the US shows a fascination with Asian spirits, including Japanese and Korean soju, and Chinese baijiu, indicating a growing interest in these niche categories.
Anticipation for Agave Spirits Trend in Europe
Agave spirits are anticipated to be a significant trend in Europe following the US popularity. The momentum is building as European consumers await access to agave spirits due to factors like health benefits, local production, and growing positive publicity surrounding agave as an ingredient. The trend of agave spirits is expected to gain traction in Europe, similar to the enthusiasm observed in the US, reflecting a global shift towards embracing these spirits.