OPINION: Future gaze with your shoppers on alcohol trends

The journalists in this business spend a lot of time groaning loudly at the latest terrible examples of buzzwords and jargon on big company press releases.

We try our best to remove these so what we tell you actually makes sense. So when a press release landed this week that spoke about “the team responsible for future-gazing”, I was all prepared to scoff.

When I read through it and saw that it mentioned Guinness Zero – the zero being the amount of alcohol – I was more intrigued. Then it spoke about Smirnoff Spiked Sparkling Seltzer – which is a low-carb and zero-sugar drink available in the States.

The release, from Diageo, covers a lot of ground. The basis is that they want to talk about the “Changing Face of Socialising”.

While there is very little chance that something called Spiked Sparkling Seltzer will make it to UK shelves, this investigation and innovation is a brilliant way to get your customers engaged

In it, Zoe Lazarus, who revels in the incredible title of ‘global future & culture planning director’ at Diageo, says: “Our success relies not only on understating our consumers today, but also on tracking and responding to emerging socialising trends and behaviours that will become the mainstream of tomorrow.’’

Diageo’s report identifies three key trends for success in 2017: socialising becoming more spontaneous, meaning that retailers need to be able to respond quickly to weather changes or cultural events; home entertaining growing thanks to better in-home technology; and ‘optimise not compromise’, meaning retailers need to think about low or no-alcohol versions or gluten-free ranges.

While there is very little chance that something called Spiked Sparkling Seltzer will make it to UK shelves, this investigation and innovation is a brilliant way to get your customers engaged.

I tried it on Saturday with some friends. I mentioned that Guinness had developed a non-alcoholic version. The responses were varied, but the key is that everyone responded and had an opinion.

You should try it. You’ll have a good conversation, but more importantly you’ll show them that you know what’s happening and you’ll learn what gets them excited. It’s a lot easier than silently putting things on shelves and waiting.