13:10-18:30 Tequila’s Rise: Experimentation and Superstar Affect — Client habits shifted through the pandemic, with extra folks experimenting with tequila at dwelling. Milagro Tequila turned a top-performing model for William Grant & Sons, as customers began changing vodka with tequila in in style cocktails. This pattern was amplified by the affect of celebrities like The Rock and George Clooney, who helped elevate tequila’s cultural presence. Even after the pandemic, tequila continues to develop.
18:35-23:30 The Function of Packaging — Packaging performs a vital function in differentiating premium spirits, and Hendrick’s Gin’s distinctive apothecary-style bottle is a chief instance. Paul explains that the quirky, Victorian-inspired design of Hendrick’s not solely reinforces the model’s story but in addition serves as a robust advertising software, immediately recognizable to customers. This consideration to packaging helps Hendrick’s stand out on retailer cabinets and turns into a part of the buyer expertise.
23:40-29:00 Catering to Gen Z: High quality and Accountability — Gen Z is ingesting much less alcohol than earlier generations, however once they do devour alcohol, they prioritize premium high quality over amount. Paul emphasizes that William Grant & Sons has tailored to this pattern by selling the premium points of their spirits and researching non-alcoholic options. By aligning its messaging round high quality, transparency, and accountable consumption, the corporate goals to attraction to Gen Z’s values. Exploring non-alcoholic options can even present a aggressive edge as shopper preferences shift.
