Home grown yeast, milkshake IPAs, and beyond. In this report we dive into what’s currently happening within the US Beer & Hard Cider category. By surfacing what’s driving the successes of craft beers, pales ales, IPAs and hard ciders, we’ll bring you key learnings and shifts in consumer behaviours that can be exploited to revitalise the stagnant Lager category.
The biggest and boldest are sometimes overshadowed by the everyday delicate changes which make our busy lives that little bit easier. Black Swan made an early January pilgrimage to Las Vegas for the annual CES conference where 750,000 people packed casinos and conference centres hoping to glimpse the latest breakthroughs in everything from AI, VR and gaming to mobility and quantum computing. There’s even the odd potato thrown in for good measure (more on that later). CES is vast, with 4,500 exhibitors, from giants like Google and IBM to smaller companies looking to make a big impact. The Black Swan team spent 4 days and 60,000 steps with our partners at Twitter following our mission to help companies fuel their innovation pipelines and marketing strategy with AI-driven trend prediction. Our focus was meeting the companies who might not immediately spring to mind when you envisage high tech innovation. But increasingly the leaders in consumer goods – companies like P&G, L’Oreal and Reckitt Benckiser are flocking to CES to demonstrate cutting-edge developments in everyday products. It’s not all about the robots…but let’s think about them first. For the audience of geeky technology devotees, the biggest draw are the boldest pieces of technology. Forpheus the AI driven table tennis coach which uses emotional intelligence to adapt its playing style when you get tired or frustrated, sat alongside virtual reality receptionists who can interact with customers and answer common questions, learning from their answers. Turn a corner and you enter another world again. Agri-tech behemoths like John Deere are combining drones with AI to create ‘precision agriculture’ which sustainably delivers crop fertilisation. There aren’t many places in the world where you see elderly Texan farmers mingling with smartphone wielding tech vloggers. We lingered briefly with the robots and racing cars before heading off to see the innovation which really matters to us, our clients and most importantly the consumers who are busy embracing the tortuous combination of ‘dry Jan’ and Veganuary. From beauty tech to sustainable snacking the trends being touted by some of our supermarket and pharmacy favourites focused on simplifying our busy lives; offering us healthier and more sustainable choices. P&G focused on their commitment to ‘Lean Innovation’ – singing about how they enlist experts from Silicon Valley to start smaller innovation teams who have produced 180 new concepts so far. They used CES as a platform to launch the Oral-B iO which uses AI to track user’s brushing techniques and help them optimise for better oral health. L’Oreal stretched the boundaries further with the announcement of Perso […]
Non-alcoholic beer is big news. But what’s driving this category? We look at this growing macro theme and why it’s becoming an important segment of the Beer space.
There’s a growing appetite within the beer and cider space for products and ingredients that are locally sourced. We turn the spotlight on this trend and why it’s important for today’s breweries.
