The King is dead-Long live the King Mindset: Why There's no "Dead" Drink Categories & How to stay focused when your category isn't trending.
Why There's no "Dead" Drink Categories & How to stay focused when your category isn't trending.
The MAFFEO DRINKS Guides is a bi-weekly email newsletter. With a systematized approach, it helps drink builders grow their brand from 10 to 10k cases. Each edition solves one clear challenge for subscribers. Some editions are free, and others are paid. Sign up here:
Dear Drinks Builder
In the dynamic drinks industry landscape, trends come and go.
"Rum is dead. Whisky is dead. Vodka is dead." These phrases have echoed through the years, supposedly signaling consumer preferences. But are these pronouncements accurate, or is there a deeper truth we should uncover?
The Myth of Category Demise
Every 5-10 years, industry pundits call a category "dead."
The cycle repeats like clockwork, sparking speculation about the next big thing. But history tells us that categories are cyclical—with glory and rainy days.
When a category is fading, a remarkable comeback often occurs.
Also, if you see a trend, you’re probably already late to the gold rush. It is much better to stick to a category you believe in, not to the greener grass of your neighbor.
