Speaker: Christian Miller
Date & Time: Thursday, February 2, 10:30-11:45am
The majority of beverage alcohol consumers buy across drink categories, and in recent years the blurring of them and innovation in flavors and styles has encouraged this. This is especially important for cider, which draws from both the beer and wine categories for customers and business models.
This presentation will summarize the major consumer trends by drink category and how the categories interact, then focus on the interaction of cider and wine in particular, and what cider makers can learn (and what to avoid) from the wine industry’s experience.
It will draw on data from a census-based sample of over 5000 beverage alcohol drinkers, as well as market research on more specific consumer segments, and practical learnings from years of marketing experience in multiple categories.