Premium food and beverage trends: Why connected experience is the future

In premium food and beverages, the brands that are best-positioned to thrive from connected experiences are those which are focused upon four specific areas within their marketing.

Doesn’t everyone like a little treat? Given rising premiumisation – the trend most likely to impact on most sectors between now and 2030, particularly within food and drink – it’d seem so. Whether it’s a more expensive pack of biscuits or a pricier bottle of wine, creating a product that’s a little bit more luxurious can make the difference between must-have purchase and middle-ground mediocrity that ends up left on the shelf.

However, it’s not as simple as raising prices. Close care and attention to the end-to-end customer experience – the ‘path to purchase’ and beyond – is...

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