Drinktank launches global network for drinks industry
A new think tank initiative, thought to be a first for the drinks industry, has launched with an aim to “revolutionise” how brands and bartenders work together.
Drinktank aims to create a greater number of collaborations between alcohol brands and the on-trade, and will focus on providing “relevant and robust” insights from a global network.
The idea stemmed from a desire to change how brands develop and implement campaigns. Drinktank will work to deliver trade insight to brands before money is invested and campaigns put into place, rather than mid-way through or at the end of a promotion.
Drinktank will bring groups of experts together to develop ideas and offer advice on a range of different subjects, while also offering brand workshops, PR and advocacy, questionnaires to trend reports, drinking strategies, competition platforms – all in an effort to develop “leading, cutting-edge campaigns”.
The initiative aims to be available to all drinks industry professionals, whether they are household names or new to the field.
Drinktank will not profit from those who join the platform.
Erik Lorincz, one of the first members of the collective, said: “Drinktank is a ground-breaking step for our industry.
“By working with bartenders and industry influencers, we hope to see brands create campaigns that resonate with bars and their consumers.
“I am extremely excited to be a part of the collective and look forward to working more closely with brands in order to create a stronger, better industry for the future.”