SPARKIN' INTEREST

1.      Beer inspired whiskey   Glenfiddich Experiment Series Whiskey and beer have always shared a special relationship. Having a wee dram to finish off the night after a few cold beers has been enjoyed for decades. In fact, whiskey begins life as a distiller’s beer, or wash, that’s made with malted barley, water and yeast. The difference is that beer is given a measure of hops, which contributes bitterness. In recent years, it has often been the beer brands leveraging whiskey associated elements and semantics from; ‘craftsmanship’, ‘tradition’ and ‘provenance’ to ‘wood barrel aging’ amongst others. A couple of crossovers that spring to mind are Tennent's Beer Aged with Whisky Oak, combining two of Scotland’s favourite drinks, and BrewDog’s Paradox Jura, which is aged in barrels previously used to house Isle of Jura whisky. But Glenfiddich has looked to flip this trends as part of its new Experimental Collection. One of these exclusive products is a collaboration wit

1. Adventurous palettes We are seeing a rise in Millennials looking to branch out with their food experiences. This can be attributed to consumers connecting online; sharing their own food experiences. For example on Instagram users may see their friends travelling abroad and showcasing the cuisine to provide immediate inspiration. They are more inclined to experiment with ethnic foods and large flavour profiles – hot and cold, sweet and sour tastes. 2. Food with function Consumers are searching now for food and drinks that serve a particular function for example ‘foods that are better for healthy skin’ or ‘food before a workout’. Companies can use functional ingredients and inform via media about the benefits of the ingredient and provide tips and recipes for how to use the ingredient. One example of this trend is the likes of Innocent’s Super Juices proclaiming to revitalise/boost your mornings through the combination of vitamins and natural ingredients. 3. Craft exp

We’ve all got that friend who has mastered the art of storytelling, whether that is a one-to-one conversation on the train or recounting an enthralling tale during a dinner party. They possess the ability to grip an audience from start to finish, before masterfully delivering the final punch line or conclusion, bringing with it the entertainment value. The craft of storytelling and the construct of the ‘story’ are powerful forces and they are becoming increasingly relevant for brands.