The power of a great serve is nothing new to the world of drinks and crafting intriguing and delicious cocktails has always been a focus for drinks brands to engage bartenders and connect with the tastes and interests of consumers.

But in today’s changing landscape, how do you create a market-winning serve?

The importance of finding that one perfect serve is a subject that we have explored in depth historically. We released our first report on The Power of the Serve in 2019 and have since released further reports around this topic examining:

• The role of the perfect serve in off-trade in 2020, in the midst of the pandemic

• The rise of consumer education and the home premise in 2021

• The rise and evolution of batch cocktails – our latest release in October 2023.

The importance of a winning serve strategy remains as vital, if not more so, than back in 2019 and market and consumer needs have evolved significantly since the pandemic, making it essential for brands to learn how to adapt.

So, now we return to this important and fascinating topic once more, for our second edition of The Power of the Serve.

EXPLORING:

• How the demands of a serve have evolved from the market and consumers

• How the power and role of the perfect serve has changed

• If brands need to build their perfect serves differently in today’s market

• The new and essential tools becoming available

• The challenges and opportunities of an increasingly digital world

• The impact of the cost-of-living crisis on consumers, retailers and brands

• What it takes to build a winning serve strategy

• The key ingredients to building serves that work across channels

And much more!

We couldn’t tackle this huge topic on our own, so we brought together friends from across the industry to help host our latest webinar and share their observations and experience from the drinks world. Inside, this report you’ll find their expert insights, complemented with data-driven observations and case studies of drinks brands large and small making their mark on the scene.

read OUR LATEST INTELLIGENCE REPORT:

And in case you missed it, feel free to catch up with our Power of the Serve 2.0 webinar recording here.

We hope you enjoy this report as much as we enjoyed creating it!

If you have any upcoming marketing opportunities that our team of talented branding experts could support you with, please do not hesitate to reach out.