FOREWORD


Beverage Essentials Handbook 2021


Portfolio lead Valentin Gerasimuk +44 20 7149 5973 valentin.gerasimuk@arena- international.com


Editor Amy Avanzato Managing editor Phoebe Galbraith Design Henrik Williams Production Dave Stanford


Beverage Essentials Handbook is published by Arena International Events Group, a trading division of GlobalData.


John Carpenter House, John Carpenter Street, London, EC4Y 0AN, UK. +44 207 936 6400


events@arena-international.com ISSN 2635-2672


Registered in England No. 06276344


All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or any information storage or retrieval system without the express prior written consent of the publisher. References are available upon request.


The contents of the Beverage Essentials Handbook are subject to reproduction, storage and retrieval systems.


Printed by Stephens & George Print Group. Images used under licence from Shutterstock.com


Adapt to the ‘new normal’ Amy Avanzato, editor


C


oronavirus has shaken up the beverage industry, influencing the direction of the drinks sector across every stage of the supply chain and reshaping the retail landscape. As a result of restructures and cutbacks, as well as ‘lockdown life’,


brands have had to grapple with unfamiliar challenges and adapt to survive in a highly saturated market. To remain relevant in the ‘new normal’ and succeed, brands need to fortify their strategies and put their core values at the front of their messaging to leverage new consumer behaviours, and purchasing habits. Perhaps we are at the beginning of a new era in the beverage


landscape, where companies battle to transition from the traditional channels of retail and marketing to online platforms. We are reaching new heights in sustainability and innovation in packaging, and seeing more alignment between brand and buyer, allowing for greater customer experience that creates true brand loyalty. This is the moment to bring professionals from the drinks sector together. At Arena International, we believe that staying connected is fundamental. Consider Beverage Essentials Handbook your guide to harness insights from the industry’s leading voices. We hope you find the handbook useful and enjoy hearing from your peers.


— always inspiring more … —


Nourish and care for yourself. Smell and taste. In close contact with nature – in a sustainable, innovative and creative way. That’s how consumers want their products today, 24 hours a day, seven days a week. With our ideas and solutions, we enrich the life of people and their four-legged companions. With crea- tivity and entrepreneurial energy, we are work- ing to ensure that they can enjoy everyday life and the special moments in it – at home and around the world.


www.symrise.com Beverage Essentials Handbook | 3


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