Brown Forman, Distell on brand-retailer collaboration to tap alcohol trends

Since the COVID-19 pandemic hit the Asia Pacific region over two years ago, many food and beverage sectors have seen a shift of consumer interest towards online and off-trade consumption, with trends such as localised products and unique, experimental items rising to lead consumer purchasing decisions.

The rise of the younger consumer demographic has also seen a rise when it comes to alcohol purchasing, due to various reasons including higher tendency to adopt the e-commerce mode of purchasing, as well as emerging as the major group making purchases from the travel retail sector.

“Younger consumers all the way from their twenties to their forties are the ones with a stronger sense of discovery, which they are applying significantly to their alcohol purchasing where they are more keen now than ever to try new brands and products, with experimentation really driving them here,”​ alcoholic beverage manufacturer Brown Forman Vice President Aude Bourdier said during a ‘Changing Dynamics in Wine and Spirits’ panel discussion session held as part of the recent Tax Free World Association APAC Live event.

The firm produces several well-known brands including Jack Daniells and Woodford Resevere.

“This is being observed both in travel and regular alcohol retail, both in on-trade and off-trade, and companies need to adapt to ensure they can meet these new demands.”

This opinion was seconded by alcohol multinational Distell’s Head of Europe Luke Maga, who highlighted that brands needed to innovate and also work more closely with retailers in order to attract these ‘new consumers’ into stores to make purchases.