US alcohol wholesaler Breakthru Beverage Group has offered some consumer-based pointers to up-and-coming brands looking for success in the country.
The company cited a report from Deloitte, titled ‘2022 Global Marketing Trends‘, as evidence that US consumers are on the hunt for brands that “align with their values”, such as social equality. The report said, for example, that 94% of Gen Z consumers expect brands to take a stand on social issues while 90% are “more willing to purchase products they see as beneficial to society”.
Breakthru’s advice was positioned to highlight its beverage and brand incubator unit, Trident, which was set up around seven years ago.
As well as having impressive purpose credentials, which can also include a diverse ownership and/or the targeting of diverse consumer segments, start-ups need to be able to exhibit successes in their brands’ market of origin, Breakthru said.
“We ask a number of questions when evaluating a product, since our role is to enter the lifecycle at just the right time with a good expansion plan that will deliver results for them and our customer partners,” said emerging brands national director Jenna Oppe.
“Brands don’t have to have it all figured out when they get to us, but they should have at least considered these items and be prepared to work with us to grow and take their business to the next level.”
A report from Rabobank this week suggested that acquisitive companies ought to target transactions that “focus on cost savings, consolidation or de-risking”.
How to get in front of US beverage alcohol consumers – Market Intel
