STRATEGY & DIGITAL
for a strong continued European expansion and positioned it as a functional guilt-free beverage across channels and social occasions, served alone and mixed into cocktails. With the on-going working and lifestyle impacts of Covid-19, a renewed focus on natural functional products and convenience is influencing curated at-home consumption, and 2020 has witnessed a paradigm shift in D2C and online channels for the CBD drinks category. The immediate effects that can be felt on consumption present a unique cross-channel retail opportunity to rival the energy drink market, with digital- first millennial and Gen-Z groups driving this rapid change.
The drink landscape
Three core factors have contributed to the success of TRIP’s CBD drinks: growing mass awareness of CBD, the rise of the ‘anxiety economy’, and the strong consumer demand for healthier options and non-alcoholic offerings.
“Three core factors have contributed to the success of TRIP’s CBD drinks: growing mass awareness of CBD, the rise of the ‘anxiety economy’, and the strong consumer demand for healthier options and non- alcoholic offerings.”
Ever present pressure from our digital-first culture and the growing political and economic uncertainty drives today’s ‘always on’ experiences. Anxiety is the most frequently cited reason for CBD use among millennials, and in a world of Netflix and Deliveroo, convenient experiences are championed. The drink format enables unique on-the-go CBD consumption playing into a multi- channel lifestyle opportunity for brands. Additionally, growing demands for natural, low sugar and more innovative non-alcoholic options at home and in the on-trade environment has cemented the opportunities for TRIP across hospitality. With £71m of UK shoppers spending switching from alcohol to soft drinks over the course of 2020, according to Kantar, TRIP has built a core-brand behaviour inviting people to take a TRIP to reset and enjoy a
46 | Beverage Essentials Handbook
balanced lifestyle. The flexibility of the ready- to-drink can format enables personalisation between those enjoying TRIP as a soft drink at home, mixer, or a more complex cocktail as customers navigate highly evolving social occasions in light of the pandemic. An informative and growing discussion has developed around lifestyle CBD products and their potential benefits, with TRIP featuring regularly in Vogue, Forbes, HELLO!, the Telegraph, the Guardian, the Independent, the Evening Standard and more.
Without UK market precedent, TRIP launched an aggressive distribution strategy across channels and retail environments – proving that CBD drinks, when positioned effectively both conceptually and physically in store, can operate unlike other beverages. Served across 800 stockists, including premium lifestyle (Selfridges, Harvey Nichols, Daylesford, Liberty, Planet Organic), wellness/fitness (Equinox studios, Well+ pharmacy), on-trade (Bills Restaurants, Byron, Brewdog AF) and more. Each retail channel evidences the universal value proposition of CBD across recovery, inspiration, relaxation and productivity. The UK retail market has supported quality CBD products as we continue to see national health chains and heritage brands list CBD, including Boots and Fortnum & Masons. These listings have validated CBD’s position as an accessible, everyday option to support well-being.
Brand building and digital platforms The personal benefits that CBD can provide and its position as a wellness product has meant that customers engage very strongly with authentic people-first relatable brands.
TRIP’s unique visual identity creates a tribe of loyal customers; in an environment with restricted advertising and historically confusing health claims, TRIP products are immediately recognisable.
Crucially, TRIP’s authentic origin story resonates with millennial consumers who are searching for healthy functional products that ease their everyday stresses. A play on words, the name TRIP flips any negative connotations of getting ‘high’ associated with cannabis and invites consumers to embrace the positive trips of everyday and find their calm in the chaos.
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