Beam Inc. takes a new approach to spotting trends

This article reports how Beam Inc, the alcoholic beverages maker, goes about identifying trends in order to reach millennials.

Beam Inc. takes a new approach to spotting trends

Stephen WhitesideWarc

Millennials are a fast-moving target. In fact, their views and habits evolve so quickly that "you can miss the trend itself, and it goes [on] to the next thing."

According to Janu Lakshmanan, global manager, consumer and market insights for vodka at Beam Inc., "Trends are a big part of the liquor industry." And, she told delegates at The Market Research Event, a three-day conference run by the Institute for International Research and held in Nashville, identifying new trends is a major priority in the alcoholic drinks sector,...

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