IntroductionAs the off-trade has become an important issue for consumers generally, the influence it exerts on alcoholic beverage marketing has grown.Features and benefitsAchieve sales growth by identifying how alcohol manufacturers are tapping into underlying consumers trends to drive sales growthEnhance credibility during sales pitches by understanding the drivers of off trade drinking globallyStimulate ideation and invigorate brands by learning from best practice examples with supporting consumer, product and market insight dataEnhance your market positioning and concept development efforts and reduce risk for new product launches and increase the chances of successHighlightsThe off-trade is the winning channel benefiting from a confluence of societal, most notably convenience, legislative such as smoking bans in public places, and economic with the economic malaise affecting consumer spending.Exclusive Datamonitor research has revealed that price is a more important off-trade factor than it is in the on-trade and in core western markets, such as the Western Europe and North America, the economic recession has benefitted off-trade consumption.No longer can brand marketers rely solely on the on-trade to drive its brand equity strategies, increasingly the off-trade is emerging as the primary point of engagement with consumers, with packaging, food and alcohol pairing, and own label becoming more important.Your key questions answeredWhat are the key consumer drivers of the off-trade and how does it fit with a premiumization marketing strategy?How can the off-trade be harnessed to create a winning brand positioning?How can in-store shopper marketing activations be used to breakdown routine and familiarity which characterizes alcohol shopping behavior?How can the cross-over between packaging and new occasion targeting be most effectively leveraged?How can the cross-over between food and alcohol be most effectively harnessed?
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