Trends aren’t really the point,opportunities are!

BEER TRENDS & INSPIRATION FOR 2015

KNOWLEDGE

collected by Cocoon Group

PREFACEWe dived in ocean of beer, we digged in hop garden, and in jungle of trend forecasts we hounded inspirational stuff which is happening in brewing industry and among consumers. Those crazy silly little bits, which may seem to be just interesting at moment, can finally be inconspicuous indications of real future trends. And it’s always worth to be ready for what is coming, isn’t it?

We would like to share with you few of the stuff we’ve collected, even though it would not make a trend, we believe it may inspire your thinking about the future of brewing.

2 Beer Trends & Inspiration for 2015 collected by Cocoon Group

CONTENT① CONSUMERS PUSH US OUT OF THE BOX

② TECHNOTAINMENT

③ BEER CONNOISEURSHIP GOES EAST

④ PRINT’N’COOL

⑤ COMPETITION BRINGS NEW EXPERIENCES

⑥ BEERS FOR BALANCED LIFESTYLE

⑦ BEER SPIN-OFF

3 Beer Trends & Inspiration for 2015 collected by Cocoon Group

CONSUMERS PUSH US

OUT OF THE BOX

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Post-Demographic Consumerism

Without consumers we will lose the point of our business. Without understanding their needs we will hardly sell anything to them. As trendwatching.com points out traditional demographic marketing segmentation by age, race, gender, location, family status or income is not as important as it used to be 10 years ago.

Marketers should go out of the box and take other factors of “segmentation” into consideration, such as:

• Access to information about your brand;

• Permission to be free of conventions and imposed social norms;

• Ability to experiment and personalize through consumption patterns;

• Desire to be democratic and more ephemeral, acquire non-financial status.

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Heresy & New horizons: Embrace ‘new normality’ irrespective of culture, language, age or gender. Be prepared to re-imagine or even overturn decades of brand history and tradition, to attract tomorrow’s younger-yet-experienced and wealthy-yet-irreverent consumers.

Re-think brand heritage and be ready to re-imagine or overturn decades of brand history. Like Rolls-Royce. First time this British automotive brand has made an appearance in the gaming world.

READY FOR HERITAGE

HERESY?

THOSE ETHICAL CONSUMERS…Growing consumer awareness of their rights and corporate misbehaviour. Generation Z manifesting its will to change the world, slow redirecting from meaningless heavy consumption to less tangible but more gratifying care of the others and environment, this all indicates deeper social changes.Nevertheless, many of us are too busy (or lazy) to change our lifestyle and “make the world a better place”—instead, we expect brands to do so, offering us some simple and easy-to-employ patterns of guilt-free consumption.e.g. In March 2014, the Irish beer brand Guinness withdrew sponsorship support of the St. Patrick’s Day parade in NYC because the authorities prohibited LGBT representatives to carry gay-identification signs.

TECHNOTAINMENT

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Technology enhances drinking experienceThanks to the development of technologies brands can use rich pallet of tools for activating their values. It has never been that easy to manifest modern spirit, innovation leadership, entertain consumers or surprise them with something they have never experienced before.Breathtaking examples of intensified brand/drinking experience by Heineken, Grolsch, Becks. Whether it is about linking beer, urban life and digital world, or special bar, it offers balanced demonstration of amazing craft and competence and passion for creativity and design.

Beck’s first playable bottle,

played on the Edison-inspired prototype of the cylindric phonograph

Movie Unlocker

Advanced technology allows beer-lovers to watch a movie using a Grolsch beer bottle. This bottle has a special embedded device, which accepts radio signals and transmits them from the Bluetooth beacon under the bottle top directly to the device a person wants to watch the movie on.

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Premium experience at home

THE SUB® from Heineken represents perfect design and engineering combined with great story-telling. Its upscale design plays into the growing trend of more refined at-home drinking—fancy cocktails, fine wine, craft beer—which “communicates a certain status” among consumers. Inspired by the shape of submarine, with the tap looking like periscope, Heineken also named the kegs Torps, short for torpedoes. Truly men’s world, isn’t it?

Digital savvy brandsGoing mobile is faster than ever before. The sales of portable devices (mobile phones and tablets especially) are growing, and tons of applications are trying to make consumers’ lives convenient and enjoyable. Being part of the network seems to become natural part of our existence. People are stepping into conversations with other people as well as with brands. Let consumers like you – advice them happy hours in bars, educate them about quality of beer, reveal cool venues to them, let them meet, etc. – and they will pay it back to you. Being digitally savvy and getting more of social networks simply means you can amplify the voice of your brand.

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HAVE APP ON TAP!

BEER CONNOISEURSHIP

GOES EAST

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Despite the drop in consumption and production, the number of European breweries has soared over the past five years by 73 per cent to 5,665.Almost 100 per cent” of the new entrants are microbreweries producing specialty beers and mirroring the craft trend that has shaken up the US beer industry.

[FINANCIAL TIMES, November 28, 2014]

Craft beer conquers Poland

With craft beer, special and expensive types of beer, the perception of the category is changing. Beer with its rich variety of flavours, which is btw broader than by wines, is acquiring more and more important place in high gastronomy. Pairing beer with food, consumers driven by new experiences, aspirative style and higher status will promote the role of

B e e r s o m m e l i e r s

PRINT’N’COOL

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Label function revisitedBrands offer new levels of consumption experience through print technologies either it’s thermo ink indicating whether the drink is properly chilled or special photochromic inks changing colour according to light intensity. 

Photochromic ink used on can INDOORS OUTDOORS

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COMPETITION BRINGS NEW EXPERIENCES

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Market research company Canadean claims that data show that lager drinkers are open to new experiences, with this desire prompting almost 14% of consumption in the lager market. Products that can offer something unique to consumers will benefit, whether this is by flavour innovation or novel packaging.

In Romania Grolsch launched a creative new way of drinking beer with the introduction of the Jar or ‘Borcanul’. The Jar eleva-tes Grolsch beer to a premium craft drinking experience as it builds on the popularity of mason-jar presentation in trendy bars.The Jar will boost brand long-term loyalty, as consumers are likely to retain and re-use innovative product packaging. Such designs drive repeat purchases as consumers look to collect a set for their cupboards.

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The petainerKeg™ Linestar is based on the petainerKeg™ classic blown, one-way, recyclable PET keg, and features a significantly redesigned outer shell which enables it to fit specifically on existing steel-keg filling lines; reduce logistics costs up to 30% and maintain taste quality equal to that of steel.

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comPETitionFor this brand P.E.T. Engineering developed a

1 litre PET bottle with a premium look recalling the heritage and devotion to excellence of the brew masters since 1870 and, at the same time, creating a convenient bottle for daily consumption at home and outdoors.

Sidel PET bottle like a glassAccording to Sidel it’s the world’s first-ever pasteurisable lightweight PET bottle for beer with a non-petaloid base.

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BEERS FORBALANCED LIFESTYLE

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Functional pleasure

There is a growing number of beer drinkers, who would like to keep enjoyable taste of beer, but make the beer itself let’s say healthier or better fitting their health-conscious life style. This would mean lower in calories beer, isotonic properly hydrating beer, or beer with special herbal extracts – and alcohol free variants for ultimate health freaks.

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BEER SPIN-OFF

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Hop lemonades, malt soft drinks, flavoured non-alcoholic beers are only few examples of how breweries are approaching the world of soft drinks, which stands for prospective area of how to broaden their traditional beer business. Functionality, naturalness and sexy packaging is not enough. Flavour variation is vital to alcoholic and non-alcoholic beverage success. Exotic ones would be on the list.

Inspired by beer

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External resourcesTexts are based on information sourced at:http://trendwatching.comhttp://www.coolhunting.comhttp://www.canadean.comhttp://www.packworld.comhttp://www.beveragedaily.comhttp://www.jwtintelligence.comhttp://popsop.comhttp://www.policyinnovations.orghttp://www.bloomberg.comhttp://bestinpackaging.comhttp://www.ft.comhttp://www.europeanceo.comhttp://www.accenture.comhttp://www.brandrepublic.comhttp://www.mindshareworld.comhttp://thebrewscene.comhttp://www.foodanddrinkinsight.comhttp://www.bevindustry.comhttp://www.foodbeast.comhttp://www.thedrinksbusiness.comhttp://blog.euromonitor.comhttp://coolmaterial.comhttp://www.craftbrewingbusiness.com

Source of images:(p.5) userinterfacetalk.com(p.6) www.thugkitchen.com(p.7) news.xbox.com(p.8) observer.com, www.dailymail.co.uk(p.10) thedieline.com, bestinpackaging.com(p.11) www.the-sub.com(p.12) www.listofimages.com(p.13) coolmaterial.com, adambarrell.com(p.15) www.beerlovers.pl(p.16) afroalko.pl(p.17) www.pinterest.com/jendoll21/beer(p.19) www.behance.net(p.21) www.mixtopia.ro, experimentalist.ro(p.22) www.craftbrewingbusiness.com(p.23) www.thedieline.com, www.sidel.com(p.24) www.miller64.com(p.25) www.welde.de(p.26) lookatbrew.wordpress.com(p.28) www.prazdroj.cz(p.29) hopster.me(others) Cocoon Group

31 Beer Trends & Inspiration for 2015 collected by Cocoon Group

PragueClassic 7, building C, Jankovcova 1037/49, 170 00 Prague 7 – Holesovice, Czech RepublicT. +420 222998598

MoscowJuliusa Fucika, 17-19, 123056 Moscow, RussiaT. +7 499 250 3455

The HagueScheveningseweg 42, 2517 KV the Hague, the NetherlandsP.O. Box 10667, 2501 HR the Hague, the NetherlandsT. +31 (0)70 302 20 80, F. +31 (0)70 302 20 89   BucharestStr. Barbu ISCOVESCU, no 24 A, sector 1, Bucharest, 011422, RomaniaT. +40 21 222 20 77

For more information please contact us.

Jiří VotrubaManaging Directorj.votruba@cg-eu.com

Jakub PlášekStrategic Plannerj.plasek@cg-eu.com