Booze Clues: Trends Shaping The Future Of Alcohol Marketing And Consumption

Someday soon, if you're drunk and your car has the right technology, it will be disabled when you touch the steering wheel. The wheel will detect your blood alcohol level, or at least know that you've had too much to drink and safely drive via touch-test technology that senses alcohol through the skin.

That's just one of the little tidbits of information contained in a piece from Metalworks, the research arm of WPP media agency Maxus, on marketing and consumption trends in the spirits business.

The study also reports on the growing craft beer movement and how it is changing the nature of how liquor drinkers consume and create their own brew.

Also explored in the study: How new innovation in the field will impact the way liquor is marketed and consumed. The skin test technology is one example. There's also technology for manufacturing cups, glasses and straws that can detect so-called “date rape” drugs in the liquid that is contained in such vessels.

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On the marketing side, Johnnie Walker has co-created a cloud technology that can verify the authenticity and age of a particular alcoholic spirt in a bottle.

Also examined in the study is how climate change and evolving consumer tastes are impacting the development of new brands.

More findings can be found here

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