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November 12, 2014 Transcript of #commschat with whisky brands

This week we were joined by a host of whisky brand experts: Cath Jeffries, group account director on Tullamore D.E.W at We Are Social (@cathjeffries), Paula McNulty from Weber Shandwick’s Glenmorangie team (@WSScotland), Richard Southon, Business Director, Jack Daniel’s for Communicator (@CommunicatorHQ). We discussed the unique challenges of the alcohol market and the food and beverage sector more widely.

 

  •  booze is inherently social, but using social to broadcast occasions is less engaging if you’re not there
  •  More story driven variants to sit along side the ubiquitous craft and heritage set
  •  whisky industry active in responsible despite other drinks causing the real harm
  •  move away from challenge, snobbery and masculinity to accessible, fun, versatile and experimentation
  •  Future for whisky – after expensive boom passes – is declining sales unless it adapts quicker to digital benefits
  •  as consumers move to less gender specific stereotypes alc. brands will become more gender neutral, none are there yet

 

Read the whole conversation here:

 

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