Industry expert Q&A: How food & beverage brands can find creative ways to prove their value

Ahead of our next panel debate, where we’ll be looking at how food and beverage brands can step up to the plate in 2024, we sat down with two of our panellists for a quick tête-à-tête.

As the cost of living crisis lumbers on, the UK economy dips into recession, and the general election looms in the distance, UK businesses would be forgiven for feeling more than a little uneasy. None more so than those in the food and beverage industry.

As a result, now more than ever, communicating with purpose is about far more than championing flavour and quality of product. Consumer scrutiny on brands, especially on sustainable and ethical credentials is ever-increasing. Similarly, concern around the healthiness of products is paramount.

For brands to take these challenges and see them as opportunities, they need to be aware of the golden triangle of social, psychological and functional motives. Telling your would-be customers why you’re the one for them isn't enough, you have to make them feel it. Go beyond the economics - delve into those emotive reasons to believe. For more on this, check out our latest post, which explores the golden triangle, discussing Kastner’s journey in helping to build, from scratch, the world’s first energy drink brand - Red Bull.?

?The times, they are a-changin’

In times of change, humans crave familiarity. So, how can your brand offer stability and certainty, while proving you’re worth what you charge? We’ll be answering this whopper of a question, and more, during our March panel debate.

Bringing you tasty insights and ideas to chew over, we’ll be asking:

- How can F&B brands step up to the challenges posed by economic stagnation?

- What role can innovation play in driving brand growth through testing times?

- How can brands respond to the ever-increasing demands of their consumers?

- And what more can brands do to extract the full value of their marketing?

Alongside Jim Saunders, Creative Director at Kastner London, we have a panel of expert speakers from some of the UK's leading F&B brands. Our first two speakers are:

JASON KIDD - Founder - Blood Monkey Gin & Two Shores Rum

Jason worked with large multinational drinks brands for many years. But it was in 2016 that he sailed into the entrepreneurial space, founding Blood Monkey Gin and Two Shores Rum under the Outcast Brands name.

Independently distilled, Blood Monkey Gin is a no-frills, salt-of-the-earth style gin that’s won multiple awards since launch. Two Shores Rum is finished in Irish Whiskey barrels, and although newer to the market, it’s already making a splash, winning multiple awards.

Colin Horan - Strategic Partner FMCG - Clear Channel

Colin’s been working in the Out of Home (OOH) advertising industry for 13 years, with the last eight of them at Clear Channel. Working with many of the biggest brands, Colin’s working at the forefront of the digital transformation of OOH advertising.

In Colin’s words: “with Out of Home, there’s always something new to talk about. It’s the oldest brand-building medium, but also the one with the brightest future.”

Webinar: Creative cheat codes for the flip-flop economy

Ahead of the webinar, we caught up with Jason and Colin for a quick Q&A.

Q: Without sharing too many spoilers ahead of the webinar, what opportunities are you seeing for brands in 2024?

Jason: Our biggest opportunity is with the rum category, which is enjoying strong growth at the moment. We find that launching a series, or ladder, of expressions within different price brackets allows consumers with a range of budgets and tastes to access them. As an example, our Two Shores Rum is available in four varieties, allowing our customers to discover our rums on their own terms.

Colin: It’s clearly a challenging time for brands right now, but the optimist in me believes there’s a major opportunity too. Consumers are changing their habits and they’re making new choices. In my eyes, it’s a time to be casting your net wide, building your brand awareness with as many potential buyers as possible.

Q: And what challenges are you facing?

Colin: Managing price inflation and the threat of own-label alternatives have been the biggest concerns for the FMCG brands I’ve been speaking with. As a result, we’re seeing a lot of the biggest brands increase their marketing investment.

And, whilst consumers are looking to save where they can, our latest research shows that 40% of shoppers aren’t willing to compromise on their favourite brands. This offers a fantastic opportunity for brands - it’s important to reinforce the reasons you're worth paying more for.

Jason: Challenges? As a founder, there are too many too many to count!

Have we peaked your interest? Book your free webinar ticket now

Join us at 11am UK time on 6th March 2024 - you can expect to hear lots more from Colin Horan, Jason Kidd, and other industry-leading food and beverage experts. Tickets are free and going fast, so reserve your space ahead of time. We’ll see you there!

Book for free

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