The Power of the Serve 2.0

IN OUR LAST WONDERNETWORK WEBINAR, WE EXPLOREd HOW Unleashing the Power of the Serve CAN BE GAME CHANGING For drinks brands

The serve has never been a more powerful tool for drinks brands. In the ever-evolving world of drinks, where the competition remains fierce and consumer preferences are constantly shifting, one thing remains steadfast: the power of the serve.

Today's discerning consumers seek more than just a drink; they are willing to experiment and are looking for an experience that both tantalises the senses and leaves a lasting mark. Enter the realm of the signature serve, an artful fusion of taste, presentation, and ambiance that captivates drinkers and fosters brand loyalty like never before.

Whether it’s for the on-trade, off-trade, or home-premise, crafting a signature serve is an opportunity to create a unique experience around your brand and can be the catalyst that sets your brand apart in a crowded marketplace. In an era where authenticity reigns supreme, a signature serve also has the power to become the emblem of your brand's identity, representing its values, story, and craftsmanship.

But how do you create and market a signature serve in today's landscape? Building on our previous Insight Reports on Consumer education and the rise of the Home Premise and The Power of the Serve in the On-Trade, we take a new view looking at how the serve has developed in recent years and the importance of having a omni-channel approach – whether you’re running a drink brand, a venue or shopper & ecomm channels.

As a creative agency specialising in drinks, we have seen brands use everything from education and advocacy to trial and sampling, to consumer insights, to master the execution of a winning serve and implement a successful serve strategy.

In our last webinar, we came together to discuss this topic in more depth. Hearing from an expert line-up of panelists in drinks, we took a deep dive deep into the topic, looking at:

How to get recognised through your serve
How to securing placement on menus via your serve
How to lead with your serve in shopper communications
The role of perfect serve communications in the digital journey
Ways in which you can use your serve to preimmunise
The key ingredients to perfecting your serve
What today’s consumers want from a serve
What it takes to build a winning serve strategy – what works & what doesn’t
The importance of having a omni-channel approach (how your serve operates in the on-trade, off-trade, digital/ecomm & experiential etc.)

And much more! The panel was hosted by the lovely Shervene Blackburn, Global Head of On Trade Channel Development at William Grant & Sons.

OUR PANEL OF SPEAKERS INCLUDeD:

Shervene Blackburn - Global Head of On Trade Channel Development
A dedicated and passionate drinks industry pro, Shervene is known for driving impactful programs and campaigns for drinks brands. With a versatile background in Brand Advocacy, Customer Marketing, and Commercial roles, it’s her expertise in serve which brings her here today.

Rich Woods - A.K.A The Cocktail Guy
An award-winning bartender praised as the "drink industry's answer to Heston Blumenthal," Rich’s pioneering mixology approach bridges the gap between food and drinks, earning him numerous awards, including representing the UK and Ireland in the Bombay Sapphire competition. With a background overseeing bar development for renowned establishments such as SUSHISAMBA in London, New York, Miami and Las Vegas, Sugarcane in Miami, and Duck and Waffle in London, Rich is a creative force in the industry. He's authored a successful book and is a sought-after mixologist for Michelin-starred chefs, known for pushing boundaries and exploring unique flavors.

Ally Martin - Global BA at Hendrick’s Gin
A globe-trotting gin enthusiast, Ally shares extraordinary tales of Hendrick’s Gin across the world's finest bars. The brand with the perfect serve that kick-started the ‘perfect serve’, Ally understands what it takes to create, communicate and connect a perfect serve with consumers worldwide, making every sip of Hendrick’s signature G&T a unique experience.

Raffaele Di Monaco - UK BA at The House of Suntory
Blending his experience between culture and prestige, Raffaele is an expert in serve education. Championing a diverse portfolio for the House of Suntory, he works across esteemed brands such as Yamazaki, Hakush and Hibiki, infusing the essence of Japanese culture into mixology and enriching brand experiences through serve-led education.

Claire Warner - Wine & Spirits Expert
With over 20 years in the drinks industry, Claire is a multi-faceted expert – from global brand ambassador and award-winning spirits innovator to mentor and industry advocate. From co-founding renowned non-alcoholic brand Æcorn Drinks, to pioneering wellness in hospitality, she knows what it takes to create a winning serve strategy across all channels.

We had a WONDERful time & learned A LOT!