We’re delighted to bring you our latest Insight Report, this time examining the vital role education and advocacy play in building advocacy in the On Trade.

We have examined the key strategies commonly used by brands to educate the trade, examining the role and efficacy of each.

 To build this report, we have used our knowledge of the industry to select “best in class” case studies from brands big and small that have delivered compelling and effective education programmes. We have complemented this research with original insights from interviews with some of our friends on the front line.

We have done this in order to demonstrate how brands can implement traditional On Trade education with the greatest efficiency.

It is important to note, however, the pivotal shift Covid-19 has triggered in the industry, forcing brands to focus on direct to consumer education and sale. As a result, we will be swiftly following this report with a second, tackling the rise of consumer education and the “Home Premise” as we feel the subject deserves its own evaluation. So stay tuned!

In the meantime, we hope you enjoy this report as much as we enjoyed creating it and that it can act as a road map for brands to rejuvenate their education strategies as we recover from this pandemic.