Should drink companies think in categories or in occasions?

small, consistent habits to build your brand bottom-up

Photo by Olena Sergienko / Unsplash

Drinks companies think in categories (i.e. Rum, Gin, etc.).

Consumers think in occasions (i.e. lunch, aperitif, after dinner).Are team structures ready for the blurring of categories?

Not yet.

We are probably never going to see a "Director of after dinner" but there is a clear challenge to accommodate the "shelf war", eve…