Is the past the future for drinks? (by thedrinksbusiness.com)

Posted: May 3, 2013 by wynmaker in Celebrities, Cellars, Origin, Vintage, Wine, World wine news
Tags: , , , , , , , , , , ,
Back to an iconic era ...

Back to an iconic era …

 

In an era of doom and gloom, the drinks industry is looking to yesteryear to provide comfort and inspiration, writes Spiros Malandrakis of Euromonitor

NOSTALGIA RESEMBLES a floating, safe-haven currency. The darker the front covers in today’s press, the stronger the allure of concepts, designs and branding alluding to the rose-tinted memories of yesteryear. The alcoholic drinks industry’s inherently cyclical nature, its tradition-steeped narrative and unique aptitude in reflecting shifting societal undercurrents could not but bring such references to the fore.

The signs have undoubtedly been there for a while, true offspring of the Great Recession, if not necessarily relevant to specific brands per se. The “Mad Men effect” proved to fittingly capture the zeitgeist while catapulting sales of bourbon and old-fashioned cocktails across the West. Localisation and the “micro” movements can also be viewed as a nod to much sought-after values of innocence, craftsmanship and heritage – a fact vividly highlighted in many brands’ decidedly old-school logos.
Read on …

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