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High Fashion... or high food? 🤯 Call it brand extension, lifestyle marketing, or merely novelty, but high fashion brands are turning to food and wine to build out their revenue engines. Here are some examples: ✨ Gucci's fine dining. "Gucci Osteria," in Florence has a Michelin-star. Its upscale dining is meant to thrill existing customers and pull a new one into its orbit - the food connoisseurs. Rumor has it - Gucci is even launching its own version of Nutella. (This is not a drill!!) ✨ Tiffany's Blue Box Cafe. Breakfast at Tiffany's is back! The cafe transforms customers from mere window shoppers into active participants in the Tiffany experience. ✨ Ralph Lauren's Coffee Shops. On Fifth Avenue, customers can have a "taste" of the Ralph Lauren lifestyle... quite literally! I gave it a try - See the pic of me and my very expensive Ralph Lauren iced tea. 😂 ✨ Armani's Dolci chocolates. They don't just lure the fashion-conscious... ...these yummy treats pull in the gourmet enthusiasts. ✨ Dolce Gabbana's Sicilian wine. D B worked with Sicilian winemakers to brand their very own rose and red wines. You can find it in Duty-Free's across Italy. (The Italians at Duty-Free were skeptical.) - These food experiences enable another touchpoint with the brand, for both existing and new customers. They remind customers of the brand's commitment to luxury, quality, and detail... ...and expand access to more buyers. - What do you think? 🤔 Is "high food" here to stay? Will it dilute the brand, or boost revenue? More importantly - Would you try "high food"?! 😂

IndustryARC™ updated the market research study on 𝗟𝘂𝘅𝘂𝗿𝘆 𝗪𝗶𝗻𝗲𝘀 𝗔𝗻𝗱 𝗦𝗽𝗶𝗿𝗶𝘁𝘀 𝗠𝗮𝗿𝗸𝗲𝘁 is a thriving sector of the global beverage industry, expected to reach a value of USD 470.0 billion by 2032, growing at a compound annual growth rate (CAGR) of 6.5% from 2023 to 2032. 𝗗𝗼𝘄𝗻𝗹𝗼𝗮𝗱 𝗦𝗮𝗺𝗽𝗹𝗲 @ https://lnkd.in/gf6r9nT4 ◾ Rising disposable income: As economies around the world develop, consumers have more money to spend on discretionary items, including luxury goods like premium wines and spirits. ◾ Growing taste for quality: Consumers are becoming increasingly interested in the quality and provenance of their food and beverages, leading to a demand for high-end, unique products. ◾ Urbanization and lifestyle changes: The growth of urban populations and the rise of a global middle class are contributing to a shift in consumer preferences towards premium experiences, often involving luxury wines and spirits. 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗥𝗲𝗽𝗼𝗿𝘁 👉 https://lnkd.in/g_5aydt4 ◾ Increasing demand for experiences: Consumers are increasingly seeking out unique and memorable experiences, and luxury wines and spirits can play a role in these occasions, whether it be enjoying a fine wine at a Michelin-starred restaurant or gifting a rare bottle of whiskey to a loved one. 𝗠𝗮𝗷𝗼𝗿 𝗖𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗜𝗻𝗰𝗹𝘂𝗱𝗲: LVMH Hennessy Pernod Ricard Diageo Brown-Forman Constellation Brands Bacardi THE EDRINGTON GROUP LIMITED Campari Group Rémy Cointreau Beam Suntory William Grant & Sons The Wine Group Asahi Group Holdings Thai Beverage PLC Distell Marie Brizard Wine & Spirits Group Stock Spirits Group

"Lavazza and Cartier, Illy and Gucci, Nespresso and Baccarat, and Starbucks Reserve and Swarovski are all examples of commercial coffee roasters leveraging high-end household names. And for luxury brands grappling with changing consumer preferences and evolving market dynamics, partnerships with coffee brands offer a gateway to new demographics and untapped markets." Sarah Eleanor Charles spoke with Maurizio Giuli, Chief Strategy Officer at Simonelli Group S.p.A., and Professor Jonathan Morris, Director of Research Culture and Environment at the University of Hertfordshire and Research Professor in Modern European History, who shared their insights and knowledge on coffee and luxury brand partnerships in an increasingly competitive coffee market. Read the article here: https://lnkd.in/eyk3hhVJ

“What defines brands that we consider to be luxury is a degree of exclusivity and a supply or accessibility constraint. That’s often what drives pricing power beyond the mass premium segment.” Ben Black recently discussed with FoodNavigator’s Augustus Bambridge-Sutton how foods that offer diverse experiences, in addition to exceptional taste, provenance, and sustainability, are poised to become successful luxury brands. Read the full article on FoodNavigator below 👇 #Brands4Good

While #luxurybrands thrive in all sorts of industries, including beverage, one, according to Ben Black of Verlinvest, is food. We discussed the potential of a range of foodstuffs, from #chocolate to #truffles to #jamon, to go luxury, in a market with #provenance and #sustainability at its centre. https://lnkd.in/epyzuwkY

From The Prompt's newsletter: The Importance of Brand Identity and Customization in the Beverage Industry: The rise of canned drinks in the beverage industry has shed light on the importance of brand identity and customization. As seen in the popularity of unique and beautifully designed cans, companies must consider how their products reflect consumer preferences and trends. From artisanal olives to trendy CBD beverages, there is now a niche canned drink for every need. This "cannification" trend has been accelerated by a combination of factors, including the pandemic and a desire for more sustainable packaging. But beyond just being convenient and environmentally friendly, cans have become a representation of a lifestyle and a status symbol. With luxury brands and social media influencers embracing this trend, it's clear that cans have come a long way from being just a mundane household item. #creativity, experience & innovation,

The global beverage market has witnessed a transformative evolution over the past few decades, with brand identity and narrative becoming pivotal to success. In this dynamic landscape, crafting a narrative that resonates worldwide and creating a brand that stands out amidst the crowd requires keen insight, strategic foresight, and a profound understanding of global consumer trends. This morning, at the esteemed Leading Entrepreneurs of the World (LEW) 2023 Conference, participants will have the unique opportunity to delve deep into this intriguing journey of "Building a Global Beverage Brand". The session, scheduled for 9:00 am to 9:30 am US ET, is poised to illuminate the intricacies involved in scaling a beverage brand to global prominence. Leading this exploration is Reza Mirza, the accomplished CEO of Icelandic Glacial. As the driving force behind one of the fastest-growing premium bottled water brands, Mirza possesses unparalleled expertise in crafting a compelling brand story, underpinned by authenticity and sustainability. His leadership at Icelandic Glacial has been characterized by innovation, meticulous market strategies, and a relentless commitment to environmental sustainability — attributes that have elevated the brand to its esteemed global position. Presented in association with BusinessWorld, this session promises to provide attendees with invaluable insights into the complex world of beverage branding. From understanding consumer behavior across diverse markets to leveraging brand narratives that resonate and create loyalty, Mirza is set to offer a comprehensive blueprint for those aspiring to make a mark in this highly competitive industry. For those intrigued by the alchemy of blending business acumen with branding brilliance, and for anyone looking to understand the anatomy of a successful global brand, this session with Reza Mirza is a must-attend. Join the discourse today and be part of a dialogue that transcends borders, cultures, and market challenges.

🍸 RTD Cocktails: Creating a Stir Through Strategic Collaborations Starting a business has become more accessible than ever… However, the real challenge lies in establishing a distinct brand in today's diverse and fragmented media landscape, especially without substantial budgets. 💡 This is where STRATEGIC and TACTILE marketing is crucial. Brand collaborations could be one avenue … but only if done right. By joining forces with complementary brands, RTD brands can amplify their reach, bubble up in new markets, and infuse their offerings with innovative twists. ✅ Fashioning Lifestyle Alliances: → Partner with fashion brands to create limited-edition designs for your packaging, turning each RTD cocktail into a collector's item. It's a stylish way to catch the eye of consumers and become part of their lifestyle. ✅ Tech-Forward Experiences: → Collaborate with tech companies to incorporate augmented reality (AR) experiences into your products. Imagine pointing a smartphone at a can and watching a mixologist pop up to share the story behind the cocktail. Believe it or not, cost effective ✅ Music and Festival Tie-Ins: → Align with music artists or festivals for exclusive beverage sponsorships. Limited-edition flavours inspired by headlining acts or festival-themed cocktails can resonate with audiences looking to bring the party home. ✅ Culinary Cross-Promotions: → Team up with celebrity chefs or popular foodie platforms to curate pairings or develop new flavours. Culinary-inspired RTD cocktails can tap into the food culture, offering a gourmet twist to the drinking experience. ✅ Wellness and Fitness Collaborations: → For health-focused RTD lines, partnerships with fitness brands or wellness influencers can help position your drinks as part of a balanced lifestyle, appealing to health-conscious consumers. ✅ Hospitality and Travel Ventures: → Work with boutique hotels, airlines, or travel companies to offer your RTD cocktails as exclusive in-room or in-flight options, tapping into the luxury and convenience that traveler’s appreciate. ✅ Entertainment and Streaming Services: → Create themed cocktails in partnership with streaming services or movie studios (upcoming post on this). Imagine sipping on a drink inspired by the latest blockbuster or streaming sensation. RTD cocktail brands looking to scale should stir up their strategy with creative collaborations. These partnerships can not only extend your reach but also enhance brand perception and infuse your product line with innovative, buzz-worthy appeal. 🔥 Thinking outside the box is crucial Thoughts? Hit the 👍 if you like --- Enjoyed this? Repost ♻️ if you find it useful  Comment 🗣️ to start a conversation Follow me, hit the 🔔 Matthew Kelly  You'll get notified on my next post See Insights on #fmcg #strategy #ecommerce #Marketing #beverages

We've observed a common pattern: while the allure of chocolate, strawberry and vanilla remains undeniable in many categories, the resistance to venture beyond these classics often stems from internal challenges rather than consumer demand 🤔 We are partnering with brands that, despite these challenges, dare to innovate— resulting in not just new flavors but new occasions, need states and more. Not only we are seeing an uptake in consumer interest, we are also seeing a boost in brand perception and engagement 🙌 Read our latest blog, where we address why it is essential to look at your business with a long term lens, balancing the reliability of volume with the excitement and profitability of innovation 🚀 #innovation #foodandbeverage #ideation #collaboration #designthinking #profitability #core #portfoliomanagement #skurationalization

🍔👠 Fast food meets fashion? Yes, it's happening! Our latest piece by Dipti Bramhandkar, Executive Strategy Director for Iris North America explores how restaurants can use unconventional partnerships to keep culturally relevant. Think McDonald's x Moschino, Burger King x Fila in Brazil, and even Pinkberry getting in on the action with a Barbie-themed frozen yogurt!   These partnerships are about creating moments that stick with us, tapping into our passions and lifestyles. But most importantly they need to be authentic. It's not about jumping on every trend; it's about finding those genuine connections that resonate with both the brand and the customers. That’s why at Iris we help brands leverage the power of participation to connect to their communities and amplify creative ideas through owned and earned media – something that’s increasingly important as brands struggle to stand out and 79% of consumers report not noticing advertising*.    The article also looks at how tech and sustainability are playing their parts in shaping the future of dining. It's all about making our experiences better and keeping things eco-friendly.   👉 Check out the full story below for more insights.   *from Iris’s Participation Brand Index 2023   #FastFoodFashionFusion #BrandAuthenticity #CreativeCollabs #CulturalRelevance #ParticipationEconomy