Victoria Nuevo-Celeste

Occasion based marketing for beverages is not a new phenominum. We just have to go back over the catalogue of historic Coca Cola ads to see how leveraging occasions has been used for decades to drive increased sales and margins for all members of the Coca Cola value chain.  “Refreshment on the Go”, “Stock Up for the holidays”, “makes food taste better”, “easy hospitality”, “Refreshing vacations” are just of few of Coca Cola’s occasion based propositions. It’s been the Coca Cola way for generations, and the basic principles from yesteryear, are still applied today. In fact, for the Coca Cola system, Occasions sit at the heart of their marketing DNA. They call it the OBPPC (Occasion, Brand, Pack, Price, Channel) process and it’s a critical element of their overall marketing. Coca Cola ensures that for each occasion, they clearly define the optimal brands to be sold, in the most appropriate packages, at the right prices, in the target channels to sell more products, at higher prices. They use occasions to pro-actively change the market dynamics in their favour by shifting the demand curve for beverages rather than simply moving along it to where the market takes them. DM me to learn more about how you can use Growth Scope to unlock your liquor market growth agenda by unlocking consumption occasions.

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The Ready-to-Drink (RTD) alcohol market is witnessing explosive growth, fueled by a shift in consumer preferences towards convenience and premiumization. Modern consumers, particularly millennials and Gen Z, are embracing these easy-to-serve options that offer quality and variety without the need for bartending skills. The surge is also supported by innovative flavors and healthier choices, such as low-calorie and organic options.

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Diageo doubles down on non-alcoholic spirits with the acquisition of Ritual Zero Proof & now owns three of the five world's largest non-alcoholic spirit brands Ritual Zero Proof was founded in 2019, and became the #1 non-alcoholic spirits player in the US after joining Diageo’s accelerator program in 2020. Five reasons why this deal makes sense: 1) Fast growing: The US non-alcoholic spirits has been the fastest growing category with +31% L5Y CAGR. 2) Incremental: 94% of non-alc buyers in the US also purchase alcoholic beverages, spending on avg $292 more than households exclusively purchasing alcohol demonstrating the incrementality of the category to beverage alcohol. 3) High Right-to-Win: Ritual is already a #1 non-alcoholic spirits player in the US, with a strong market position and tailwinds 4) Synergistic: being a #1 player globally in both alcoholic and non-alc spirits Diageo is well positioned to build on Ritual’s current success and scale it up further leveraging its GTM muscle and category expertise 5) Close to the Core: being a part of Diageo’s accelerator (Distill Ventures) since 2020, Ritual already knows what it takes to make cooperation with a spirits giant successful, limiting risks of integration challenges Exciting times for Diageo 𝗔𝗯𝗼𝘂𝘁 𝘂𝘀: FF&A solves the most complex strategic problems of the world's largest FMCG companies across Corporate Strategy, Organic Growth, Digital RTM (eCommerce, DTC, and eB2B) and M&A. 14 out of the world's 20 largest FMCG companies are repeat Clients 𝗧𝗼 𝗸𝗻𝗼𝘄 𝗺𝗼𝗿𝗲, 𝗰𝗳. 𝗼𝘂𝗿 𝗹𝗮𝘀𝘁 𝗙𝗠𝗖𝗚 𝗠&𝗔 𝗽𝘂𝗯𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝗹𝗼𝘄: https://lnkd.in/efD5RNWX 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 & 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #fmcg #cpg #mergersandacquisitions https://lnkd.in/dXAZQ242 Pernod Ricard The HEINEKEN Company AB InBev Carlsberg Group Campari Group William Grant & Sons The Coca-Cola Company PepsiCo

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Great time with Elanie and Kay from the Renegade Nutrition Podcast! Their content is always so timely related to changes in the science of nutrition, it's impact on our wellness, and how we can all be better at 'biohacking'. We discussed the importance of polyphenols in the diet for longevity, data from blue zones, and Goode Health. Give it a listen (if you have an hour or listen at 1.75x speed) and follow Renegade!

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Big news in the snack world! PepsiCo has announced a massive move by acquiring Siete Foods, a leader in the better-for-you snack category, for $1.2 billion. Siete Foods is renowned for its grain-free tortilla chips and other healthy snack options catering to dietary restrictions and preferences. 🌮🌿 This acquisition aligns with PepsiCo's strategy to diversify its portfolio towards healthier snack alternatives, reflecting the growing consumer demand for nutritious and inclusive food choices. By integrating Siete's product line, PepsiCo not only broadens its market but also strengthens its commitment to wellness-oriented products and allows it to tap into the growing demand for culturally authentic products. https://lnkd.in/gfCzn8vi #PepsiCo #HealthySnacking #FoodIndustry #Acquisition #FoodTrends

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Historically, there’s been an overlap between the purchasing of beer, wine, and spirits – and RTDs are amplifying this trend. Consumers are experimenting with new offerings in line with flavor forward palates, the craving for convenience, the need for functionality, and the desire to experiment. As a result, RTD products are reshaping current categories and creating an entirely new one on its own. #alcohol #beverage #fmcg #cpg #manufacturing #retail #rtd #consumerbehavious #markettrends

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The bigger insight behind New Year's Resolutions: Help them reach their hopes, wants, and dreams, win lasting share of wallet!   Consumers recently made their New Year’s resolutions…   We see a lot of this data and you may not give it much thought, because come on… how many people actually stick with it?   But I invite you to think about this data differently and understand what it’s revealing in a broader context.   Behind each of these numbers are human beings with hopes, wants, and dreams. The brands that help them with those 2025 goals will be more likely to be chosen!   Cheers to a very JOYFUL 2025!   +++++++++++++++++++++++++++++++++++++++++++ Want to receive these insights direct to your inbox, sign up here for my Chart of Week: https://lnkd.in/gVxMxUTz #newyear #goals #brands #consumerinsights #joy

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Community Call: Whole Foods Market - Updates for Local and Emerging Brands Kristin Sherman, Principal Local Forager at Whole Foods Market, and Casey Gaston, Executive Leader of Local and Emerging Brands, join Community Call to share essential updates and strategies for local and emerging brands who want to get their products on shelf including: *Changes to how the local and emerging team operates *Current differentiation and innovation the team is looking for *Inside tips for submissions and pitching *Distribution recommendations *Pricing strategies *Special diets and macro trends of note

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In today’s fast-paced world of tech and shifting shopper preferences, anticipating and meeting their needs requires more than just a wide product selection that covers everything shoppers might want, made available both in-store and online.   Recently, PepsiCo and our partners brought this to life through an advantaged beverage assortment strategy to deliver on shopper needs and drive sales for one of our retailers. The teams used data and insights to understand what shoppers were buying both inside and outside of the store. Stores were then clustered by shopper similarities, all while being practical, and delivering a more tailored assortment.    Discover how PepsiCo is putting #Phygital strategies like Anticipatory Assortment into action with our Beverage brands in our latest #pepviz article. Read more HERE: https://bit.ly/pep_assort   Kate Garner Ellen Webb Erin Ness Cathey Ryan Sexton Shannon Amundson Christopher Yemma Valeria Rivas PepsiCo Industry Insiders

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This study sheds light on the evolving consumer drinking habits over the past four years post-COVID-19. The research highlights the profound influence of health and wellness concerns on altering drinking behaviors across all age groups. For more cohort-specific insights, check out the study here: https://lnkd.in/gJ5ED32f

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The topic of celebrity-backed brands in adult beverages is intriguing. Here is an excellent high-level 2022 and 2023 global view of volume % growth for celebrity-backed brands vs. the total category. Rum and tequila have a more dramatic influence and growth variance. Check out the insights here: https://lnkd.in/dM_yWsHv

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The recent Bacardi Cocktail Trends Report highlights a fascinating shift toward AI and innovation, as consumers move beyond generic cocktails to seek more nuanced and personalized drinking experiences. While the cocktail world has been buzzing about AI-driven recommendations, craft beer has been pioneering this personalization philosophy for years. Our approach has always been about creating tailored experiences, small-batch brews that use quality ingredients, unique flavour profiles that reflect regional character, and a commitment to brewing that goes beyond mass production. Breweries have been creating personalized experiences for consumers long before AI entered the conversation through experimental brewing, collaborative community tastings, and a deep commitment to understanding local palates. What's truly exciting is how technology might complement, not replace, the artistry of brewing. Much like bartenders bring an irreplaceable human touch to cocktail creation, our brewmasters bring decades of expertise, intuition, and passion to every batch. AI might help us understand preferences, but it can't capture the soul of a perfectly crafted beer, the subtle notes, the ingredients, the stories behind each brew. The premiumization trend also resonates deeply with craft brewing. Consumers are increasingly willing to pay more for quality, for authenticity, for experiences that go beyond consuming a beverage. They want to understand the brewing process, meet the brewers, and feel connected to the beer in their glass. At RED RHINO CRAFT BREWERY AND INSPIRED KITCHEN, we see technology as a tool for connection, not replacement. Our kegging expansion is about bringing our craft directly to more people, about creating moments of shared experience. Whether it's through AI-assisted recommendations or traditional word-of-mouth, we're committed to introducing more people to the fantastic craft beer. The future of beer is about creating experiences that are deeply local, incredibly personal, and always evolving. 

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Sage advice from Jack Stahl. I can say from personal experience, Jack is a true servant leader and knows how to empower his team. All #CHRO's should listen to this short segment.

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📰 Snack Trends Alert! 📰 Dive into the latest article "Sizing Up Snacks" from CStore Decisions to uncover the hottest trends shaping the snack industry today. 🍿🍫 From healthy options to indulgent treats, this comprehensive guide breaks down what consumers are craving. With snacking habits evolving rapidly, staying ahead of these trends is crucial for c-store success.📈🍪 Read full article here --->: https://bit.ly/3S5Sww8

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Coca-Cola relaunches Mexican soft drink brand Barrilitos in California and Texas The beverage manufacturer said the fruity offering, which first launched in 1938, appeals to consumers craving nostalgia and a connection to heritage and authenticity. Coca-Cola is relaunching the Mexican soft drink brand Barrilitos in the U.S., starting with California and Texas. There is likely to be further near-term expansion into Nevada and Oklahoma. Barrilitos was discontinued a few years ago after Coca-Cola said it listened to consumer feedback and chose to concentrate on other imported brands, the company stated in an email to Food Dive. The beverage manufacturer said Barrilitos appeals to people craving nostalgia, its connection to heritage and authenticity, and its vibrant flavors and quality. Barrilitos, which debuted in 1938 in Monterrey, Mexico was purchased by Coca-Cola in 2008. Coca-Cola said the fruity beverage is getting a new formula. The company declined to offer specifics about the reformulation, except to say that it appeals to a new generation of consumers. Hispanics are fueling 16% of total consumer packaged goods (CPG) growth in the U.S., according to a report from Circana.The data firm noted the demographic makes up a fifth of the American population and accounts for 71% of national population growth between 2022 and 2023. At the same time, more than 25% of Gen Z and Gen Alpha identify as Hispanic, Circana said, demonstrating the long-term potential of the Hispanic consumer group. In relaunching Barrilitos in the U.S., Coca-Cola noted that the beverage appeals to multicultural Gen Z’ers, millennials and families. This wide consumer base immediately gives Coca-Cola a diverse cross-section of the public to target, most notably younger consumers who are looking for novel flavors and increasingly control a larger portion of consumer spending. “Barrilitos is evolving to meet the needs of a new generation, without losing sight of its rich history,” Maria Correa, who leads the Barrilitos brand for Coca-Cola, said in a statement. “We’ve infused Barrilitos with a refreshed brand identity while preserving the classic flavors and traditions that have made it a beloved part of Latino households. This relaunch is an invitation to experience Barrilitos and celebrate its heritage in a whole new way.” Barrilitos, which is produced in Mexico, is available in four flavors — Mandarina (Mandarin), Manzana (Apple), Piña (Pineapple), and Ponche de Frutas (Fruit Punch) — packaged in a twist-glass bottle. In relaunching Barrilitos, Coca-Cola is likely looking to tap into some of the attributes that made its Topo Chico brand a success. Coca-Cola paid an estimated $220 million in 2017 to purchase Topo Chico, a Mexican sparkling water brand it had worked closely with for nearly a century before, as it moved aggressively to diversify its beverage portfolio and reduce its dependency on sugary drinks.

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Keurig Dr Pepper is purchasing a 60% stake in the energy drink brand Ghost for over $1 billion. This acquisition aims to expand its presence in the energy drink market, which is seeing significant growth. Ghost, known for its unique flavors and branding, has grown rapidly since its founding in 2016. This deal aligns with Keurig Dr Pepper's strategy to broaden its portfolio and reach new consumer segments. Full distribution will shift to Keurig Dr Pepper's network by mid-2025. Keurig Dr Pepper's acquisition of Ghost offers several lessons for beverage brands looking to grow Strong Brand Identity: Ghost’s distinct branding and unique flavor offerings have set it apart. Beverage brands should prioritize unique visual identity, flavor innovation, and brand personality to engage modern consumers. Market Expansion Strategy: Ghost’s rapid growth highlights the importance of targeting high-growth segments, like energy drinks. Brands should assess trends to identify fast-growing markets and position their products accordingly. Distribution Leverage: By leveraging Keurig Dr Pepper’s distribution, Ghost gains wider reach and scalability. Beverage brands should seek strategic partnerships to scale distribution and improve market access. Long-Term Acquisition Pathway: The gradual acquisition model (starting with a majority stake and moving to full ownership) can be advantageous, allowing for brand continuity and growth within a larger corporate structure. Brands considering acquisition should evaluate flexible buyout structures for sustained brand evolution while integrating into larger companies. Consumer-Centric Innovation: Ghost has succeeded by listening to consumer preferences and creating products that align with their interests, like fitness and active lifestyles. Brands should conduct thorough consumer research and innovate based on emerging preferences to remain relevant and appealing. #cpg #beverageindustry #branding #marketing #energydrinks

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Identify opportunities to help U.S. consumers tackle time constraints affecting their daily mealtimes. Circana's Kitchen Audit helps you develop strategies to address consumers’ evolving needs in the kitchen.

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