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When cocktail trends become a growth lever for spirits brands In the on-trade, cocktail trends move fast. Very fast. A cocktail can explode in popularity in just a few weeks, driven by social media, seasonal habits, or new consumption rituals… and then fade just as quickly. For spirits brands, the challenge is recurring: 👉 How do you identify the cocktails that really matter, at the right moment, and activate your brands where demand is truly happening? Traditionally, these

Heineken’s pricing challenge in the Dutch on-trade In 2023, bars and restaurants across the Netherlands faced unprecedented cost pressure driven by energy inflation, supply chain disruption, and labor shortages. For Heineken, the challenge was clear: How to increase prices without losing volume, outlet trust, or brand equity? Traditional sell-in data was no longer enough to answer this question. What really mattered was understanding what consumers were actually paying at the

Coca-Cola’s objectives for the 2024 Paris Olympics Maximizing ROI as the main sponsor of the Olympic Games. Goal 1: Ensure maximum brand visibility in Paris and product availability at 7,000 outlets near Olympic hotspots. Goal 2: Drive sales and ensure the best on-premise execution for Coca-Cola as the main sponsor of the Olympics. Goal 3: Provide strategic guidance and support to outlet owners to enhance sales performance during the event period. Fyre’s role in Coca-Cola’s e