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Opinion

November saw the launch of the retailer’s Christmas ads with John Lewis, Sainsbury’s, Lidl, M & S, Asda, PC World and Tesco vying to create the biggest and best brand campaigns. Much has been written about the re-emergence of TV to build brand equity and tell brand stories. There’s been plenty of articles too about what this means for brands and for branded content. For some these ads showcase the death of brand content with brands moving...

This year Clarity attended the Food Matters Live 2015 conference and it has to be said it was well worth the trip from the Midlands. Welcomed by host of excited food innovators and with a jam packed day of sessions, I came away from the day with a more expanded knowledge of future trends, behaviours and business strategies of food and nutrition. Firstly, the day kicked off with a session on food packaging. This may sound a little dull,...

The phenomena that is crowd funding has not only created great opportunities for individual, bespoke small business that may never have otherwise had the chance, but it has also encouraged the consumer to take more of a deciding role in providing finance to fledgling businesses. With consumers in charge they have the ability to put their money where their mouth is and invest in products and businesses services that they think are important or exciting. The drinks industry...

It has become a known trend that over the last few years the love for craft beer is rising (almost fivefold in four years from 164,000hl in 2011 to 625,000hl in 2015) and is showing no sign of disappearing anytime soon. And British brewers have proved their significance in this market with an increase in craft value of 76% in 2015. With cask drinkers visiting the pub twice as often as the average person and spending almost...

Britain’s top 100 alcohol brands are in the spotlight after the publication of the Grocer’s list of the UK’s biggest  drinks brands. The bottom end of the alcohol market is buzzing: we’re seeing record numbers of applications for distilling licenses, excellent growth for English wines and of course the ongoing rise of craft beer. But is life as good at the top? Here’s our view of the state of the market...

This morning saw news that US brewing giant SABMiller had purchased UK craft brewer Meantime for an undisclosed sum. The acquisition will see Meantime operate as an independent brewery with SABMiller looking to drive expansion and exports of Meantime’s award-winning brews. With the craft beer market booming, is this a one-off purchase or is it the start of a wave of purchases of nimble, profitable craft brewers by ‘big brewing’? Craft brewers are an attractive target for acquisition Craft...

It’s been a busy start to 2015 for the craft beer sector. We’ve picked out some of the key developments in the craft beer market in the first of our sector reviews. The sector’s confidence and growth are evident and our highlights reflect this optimism. The Guardian toasts the health of the European craft beer market emphasising the benefits the sector brings. Chief among these is that Europe’s 5,000 craft breweries account for almost 2 million jobs across...

How well are bagged snack brands using social media? Is there value in social media marketing for crisp brands? A recent article suggests that many snack brands are actually retreating from Facebook due to declining post reach. We’ve taken a look at the data to see if snack brands are using Facebook and engaging with consumers. We love our crisps… There’s no doubt that we Brits love our snacks, munching our way through 318 million kilos of them...

The Grocer is reporting the decline of pear ciders with sales down 29% and the fall knocking more than 25% off the value of the market. Pear’s share of the cider market has fallen from 9.3% to 6.4% over the same period (year to September 2014). So what’s behind this? Is it purely down to the success of fruit ciders? And which brands are the most effected by this? More importantly, what are the implications for the...

Wine brand marketing is rubbish. There’s no other way to describe the drivel offered often by the big producers to create their name wine ‘brands’. Their attempts at social media are equally poor. It almost feels like the consumer just gets in the way. But why is this? For a product considered as urbane and sophisticated, wine’s marketing, advertising and social media aren’t a patch on those of its rivals: beer, spirits and cider. It’s a complex market  Many would...