2022 – a year’s worth of advice – stands for 2023
Our advice and support to drinks brands, supporting through the challenges – some of them new – for 2022, are highly relevant to the coming year. Check out our bitesize round-up of favourite watchwords, ‘sit up and take notice’ cautions, advice and approaches for independent drinks brands facing 2023.
2022 – a year’s worth of advice – stands for 2023
Well, that’s a wrap for 2022. It’s been an interesting year, not without its challenges as anyone working in the drinks and hospitality industry will testify.
Certainly, if you’re an independent drinks brand owner, you’ve weathered more than your fair share. We know; we’ve been here to support, guide and manage many of the strategic shifts, the economic climate has demanded.
Staring down the spyhole
Logistics and distribution are the spyhole to the drinks industry. And what a spyhole! It affords us the view to spot trends, be ahead of the curve, plan for forthcoming obstacles when it comes to regulations, global shortages, the on- and off-trade climates, and much more.
Looking to 2023
We’ve had a lot of advice to give throughout 2022 and much of it stands for 2023.
“Out of chaos comes opportunity”
We’ve never shied away from the truth, and we never will. Hard data is our compass for weathering the storm.
We said in early 2022, just because the market’s chaos, doesn’t mean there isn’t opportunity. That’s still the case and our advice to brands on supermarket merchandising is as relevant as ever.
Understanding merchandising, the pressure the buyer faces, having data and insight into your brand, the importance of standing out on the shelf, and, most importantly, having your crucial trade plan. These are all critical for supermarket merchandising, in fact, more so.
Gifting, and not just at Christmas
Christmas will always be the biggest time for gifting. Even though we’ve entered recession, no one’s cancelling Christmas. The difference for 2023 is buyers will be more discerning. Trends, tastes and crossover interests from other industries will all continue to affect drinking habits, and gifting choices.
We advised brand owners in 2022, to plan ahead for the gifting annual calendar, and beware too many promotions that eat into margin – remember those little ol’ global supply chain issues? Flexing and adapting to the challenges is likely to have brought a wider degree of planning for brands and should continue to be applied in 2023.
“You’ll need more than passion”
Just because we talk about the importance of data (a lot), doesn’t mean we devalue passion. We’re so passionate about drinks brands, we built purpose-driven, margin-loving logistics capabilities to support them.
Seeding brands into the on-trade has been tough in 2022. We talked about the importance of pounding the streets, knowing your consumer – intimately – and wooing and educating the bartender. This was all on top of the passion.
Don’t forget that passion – keeping it running alongside everything else and it will keep you warm in 2023.
Differentiate, differentiate, differentiate
Watch what every other drinks brand is doing then do something else – as long as it delights and benefits your buyers. It’s time to make those USPs really light you up.
“Being different is all you’ve got – so be it!”
We talked about, not just how important differentiating your brand is, with some great examples of how brands such as Au Vodka and Avallen have achieved this. We also talked about differentiating how you work; not giving buyers any hurdles to doing business with you.
Keep this approach in your back pocket always.
Facing the fact, you’ll need to optimise your supply chain
It was tough note to end 2022 on - facing the fact price rises are here, so pass them on or suffer the consequences. But as always, at the back of our approach is how logistics and distribution expertise can help you.
Real-time visibility, identifying windows of opportunity, shared consignments, considering different stock models, these all optimise your supply chain and are just some of the ways we help drinks brands to keep, and increase, their percentage of the market.
There’s always the spring kick-off
Rounding off the year, look to spring well in advance. Wallets will be as recovered as they’ll ever be and there’s another bank holiday for you to plan for.
Get that 2023 marketing calendar up on the wall and we’ll see you for all the logistics dynamics next year brings.