The industry has spent a decade optimizing for two generations that drink less than the ones before them, and in the process has mostly stopped talking to the two that hold the money. Gen X and Boomers control the majority of American household wealth, drink more often than any younger cohort, and moderate the least. Few people make that case more directly than Antonia Fattizzi and Brian Choi. Antonia, founder of the consultancy Cork and Tin, spent a decade as a rep on the street before launching her firm in 2012, and has built her practice around the generation the industry keeps forgetting. Brian, Managing Partner and CEO of The Food Institute, oversees what he calls the Bloomberg of the food and beverage industry, tracking real-time data across retail, food service, and manufacturing.
In this episode, recorded live at Bar Convent Brooklyn as Part 2 of our “Cracking the Generational Code” series, Antonia and Brian ask what the industry gives up by aiming nearly every sales and marketing dollar at younger drinkers. What does it cost a brand when the generation most likely to stay loyal for a decade is the one its marketing plan never mentions? Why are the consumers with the most disposable income in the country not buying the bottle you built for them, and where are they spending instead? What does authenticity mean to a cohort that has been marketed at for forty years and can identify a gimmick on sight? And which channels is the industry walking past entirely because it already decided who its customer is supposed to be?
Park Street Imports is the back-office and importing solution for alcoholic beverage brands launching and scaling in the U.S. market.
Featured Guests:
Antonia Fattizzi, Founder, Cork and Tin
Brian Choi, Managing Partner & CEO, The Food Institute
Mentioned in the Episode:
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