Nine million. That’s how many icy-cold, sugary-sweet Slurpees the convenience store 7-Eleven will give away to US customers today. The annual Free Slurpee Day tradition began in 2002, a brilliant marketing move that has made July 11th (7-11 in US notation) the store’s busiest day of the year.
The UK company, which has been making natural botanically brewed drinks for more than 100 years, is confident that the premiumization of the drinks category is here to stay – ‘and, indeed, go from strength to strength’. Consumers continue to crave higher-quality options, while craft is still a craze.
She focused on herbal blends for health and wellbeing, starting with her first product, Complexion, which is still made with red clover, nettle, dandelion leaf, calendula and burdock. “All the different teas that have evolved over the years have a different purpose,” says Hilbert.
Brand owners will need to keep up with the endless list of food and drink ‘I wants’ in order to connect with Generation Z consumers determined to express themselves through what they buy, according to the latest report from FUTURES, the new insights service from just-food and sister site just-drinks.
Last month, I took a look at the growing interest among consumers for experiences. A recent report in the UK from Red Brick Road and Opinium, provided further interesting new insights into this trend. The purpose of the report, entitled ‘The Last Round? How to engage the next generation of Mindful Drinkers’, was to locate sales opportunities in the on-premise channel for drinks brand owners, against a background of abstinence: Don’t forget that, according to studies, around a quarter of Generation Z consumers – aged between 18 and 30 – are teetotal.
Personalisation in drinks has been talked about for years: yet we’re only now starting to see fully tailorable liquids and the era of truly personalised ‘drinks on demand’ and ‘drinks as a service’ is still emerging.