Inflation is down, but prices are still the highest they have ever been for alcoholic drinks in the UK, adding to existing pressures for wine. Jo Gilbert reports on exclusive data.
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For a long time, alcohol’s advertising regulations have been clear. Led by the CAP and BCAP codes for broadcast and non-broadcast media, ASA rulings and the Portman Group’s Code of Conduct, advertising of licensed and age-restricted products in the UK should not incite people to adopt styles of drinking that are unwise, target under 18s or encourage excessive drinking. Ads cannot be portrayed as mood boosting or therapeutic, either – something Brewdog discovered when it tried to market its hard seltzer cans with a wink and a nod to industry watchdogs.
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As we hover on the edge of a possible recession, with inflation reaching a 40-year year high in June, it’s no surprise that UK consumers are tightening their belts.
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Hospitality Rising, a collaborative movement dedicated to increasing recruitment levels in the industry, is aiming to raise £5m by running “the biggest hospitality recruitment advertising campaign the world has ever seen”.
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Harpers will be joined by some of the giants of the marketing world next week for a deep dive into how SMEs can make branding and communication budgets go further.
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A unique set of circumstances created by the coronavirus epidemic has made investment more vital than ever for business, as consumers become ‘hyper aware’ of the activity of brands in times of crisis.
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Experimentation is the key to unlocking the potential of Bacchus, which is fast becoming a “flag bearer” for English wine, industry experts have said.
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