Brand loyalty ‘dead’ among spirits consumers

Loyalty is dead among today’s consumers, meaning spirits brands must work harder to establish “more genuine relationships”, according William Grant & Sons’ latest Market Report.

William Grant & Sons’ Market Report 2015 stressed that consumer loyalty is now “dead”

Last night, Glenfiddich Scotch whisky and Hendrick’s gin producer William Grant & Sons unveiled its Market Report 2015, which examines consumer behaviour and trends in the UK drinks industry.

The report states that the recession has left a lasting legacy on consumer trends, and thriftiness has become both a habitual and celebrated trait.

As such, William Grant claims that consumer loyalty has been knocked as shoppers seek unique experiences that they believe “add value”.

“I think in many categories consumer loyalty is dead,” said Gary Keogh, marketing director of William Grant & Sons UK. “This is particularly true of Milennials. They have the most disposable income and want unique experiences from brands they engage with.

“So we need a mindset change, as do many other organisations. It’s about becoming part of consumers repertoires in the long term. We need to build loyalty through experiences which will help build a deeper connection between brands and consumers.”

The report adds that premium spirits can thrive in today’s complex post-recession market as they can offer not only value for money, but value at an “emotional and functional” level.

While consumers expect more from brands they invest in, William Grant claims, they are not “cost cutting across the board” and are in fact spending more on brands which “offer something more to them”.

The Market Report found that spirits grew almost twice as fast as the broader alcohol market in 2014, increasing 2.5%, while premium spirits grew 14% by value and accounted for over 60% of total spirits growth.