Thought Leadership

The Last Round? How To Engage the Next Generation of Mindful Drinkers

Informed by online pop-up communities, quantitative surveys and in-depth interviews with experts, our report examines the consumer attitudes that are driving new drinking behaviour.

Jonno McConnell, Red Brick Road

Senior Planner

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Our job as a strategic and create agency is to create Followings. The ever-developing nature of Followings has never been more significant than in the world of alcohol. In our work with brands including Jägermeister, Heineken, Magners and Glenfiddich, we have seen how the changing world in which the next generation of consumers are living is altering their attitudes towards alcohol and we wanted to explore how this is going to change the shape and behaviour of their Following.  

So, we commissioned new research with Bar Goers and Bar Owners throughout the UK to explore how the next generation of drinkers, Gen Z, is shaping this transformation. Informed by online pop-up communities, quantitative surveys and in-depth interviews with experts, our report examines the consumer attitudes that are driving new drinking behaviour, how this is already impacting the alcohol trade and what opportunities lie ahead in marketing to these customers.

We launched our findings to the industry on 30th January. Hosted by the Financial Times’ Drinks Editor, Alice Lascelles, the report was debated by a panel including experts from Google, Red Brick Road and Opinium as well as Gen Z influencer, Brogan Tate.  

SPEAKERS

 Alice Lascelles, Contributing Editor / Drinks Editor, Financial Times and How to Spend It Magazine

Johanna Gerhold, Industry Head of Food & Beverage, Google

Brogan Tate, Lifestyle Blogger & Influencer

Jonathan McConnell, Senior Planner, Red Brick Road

Steve Looney, Research Director and Partner, Opinium

CONTACT

David Miller, CEO, Red Brick Road, david.miller@redbrickroad.com

Guest Author

Jonno McConnell, Red Brick Road

Senior Planner,

About

Jonno is a senior planner at integrated creative agency, Red Brick Road. In previous lives, he has worked as a lawyer as well as a journalist in Australia before moving to London to pursue a career in advertising. Jonno develops strategic brand building and behaviour changing campaigns to develop a Following for a number of brands including AG Barr, Jägermeister, The Beano and Suzuki.


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