Jon Reay (CEO & founder) wrote an article for Drinkpreneur, the community of beverage industry entrepreneurs, about the missing link between drinks brands and drinkers.
Reay comments that drinks companies have historically held an indirect relationship with drinkers but that is changing as more firms sell direct to consumer and create content and experiences to engage audiences.
How are these shifts affecting trade partnerships and bridging the gap between brand and consumer? What opportunities does this present for growth and what does it mean for drinks companies that fail to capitalise on these digitally-enabled advances?
Drinkers experience an intimate relationship with brands in every sip. Reay encourages drinks companies to reciprocate.