ProSpirits: insights into changing consumer behaviours

When consumer confidence is low, how do you grow sales? Our latest podcast episode, in partnership with ProWein, offers crucial industry insights from several experts.

What makes trade shows relevant in a post-pandemic world? What are the secrets to building and maintaining strong business relationships? And how do you keep sales buoyant in a challenging economic environment?

These were just some of the key talking points covered in the latest episode of The Spirits Business Podcast.

In a first for the podcast, Melita Kiely, editor-in-chief of The Spirits Business magazine and host of The Spirits Business Podcast, interviewed a trio of speakers: Dr Simone Loose, head of the Institute for Wine and Beverage Business Research at Geisenheim University and the lead researcher on the inaugural ProSpirits Report; Sylvia Bernard, international marketing director at La Martiniquaise-Bardinet; and Nikša Pirović, founder and owner of Pacific & Lime.

It is widely reported that consumer spending power is currently down, driven by economic uncertainties and rising living costs.

However, in the midst of this, how can brands keep sales up when consumer confidence is down?

“If you look at the future avenues of where to sell premium and super-premium spirits, three out of four sell directly to consumers, it’s events, it’s facility tours,” explained Loose. “And two out of three say it’s digital consumer, e-commerce, social media, so, getting closer to the consumer.”

Loose added: “Nikša said it’s about the on-trade experience, it’s about getting towards the consumers in the city and that’s still the number one trade purchase channel; 90% of trade [all professionals excluding producers] and 80% of producers say this is our number one trade channel. And again I think that shows very well depending on who you are and how well you are positioned, and of course not everyone has a distillery close to consumers. There are different ways and avenues to reach your customers.”

Pirović continued: “What we did in the past, we also invited some of our clients to Mexico to the production sites, and to see the agave fields and the background etc.

“But, and also importantly, is to make online masterclasses. So, with our producers we organise meetings with bars, [which are] more far away and they make a Q&A, we prepare it and then we discuss the topic with the team. So we also educate the teams who are working with our product to give more insights because it’s so important for them that they know what they are pouring and know what they are selling because it’s for the consumer’s interest.”

Adapting to a changing consumer environment

Storytelling was noted as an important part of developing brand engagement and interest from both trade professionals and consumers.

For La Martiniquaise-Bardinet’s Bernard, it is important to adapt how you tell brand stories as the environment and markets change.

“Storytelling is really interesting, but also connective experiences,” Bernard noted. “As Nikša said, of course coming to Mexico is the best way to understand [a brand]. I think the challenge of storytelling, is that’s fantastic, but we need to let the consumer enjoy a specific experience, and really the sensory experience.”

The 13th episode of The Spirits Business Podcast in partnership with ProWein and ProSpirits is now available to listen to on all major streaming platforms including Apple Podcasts, Spotify and Amazon.

Alternatively, click the link below to listen to the latest episode

Past episodes include interviews with Uncle Nearest founder and CEO Fawn Weaver – the first video episode of The Spirits Business Podcast – Sam Simmons, head of whisky at Atom Brands, Becky Paskin, founder of OurWhisky Foundation, and Zak Oganian, CEO of Origen X.