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The Impact of Premiumization on the Beverage Industry

In recent years, the beverage industry has witnessed a significant shift towards premiumization.

This trend that has revolutionized the way we enjoy our favorite drinks. In this article, we will explore how premiumization is reshaping the industry and delve into the rising popularity of craft cocktails.

From the demand for high-quality ingredients to the art of mixology, consumers’ desire for unique and personalized drinking experiences has led to a renaissance in the world of cocktails.  

The Evolution of Premiumization in the Beverage Industry

Premiumization has become a driving force in the beverage industry, fueled by consumers’ growing appreciation for elevated and exclusive experiences. But what is premiumization, you may ask? It is marked by an increased focus on flavor, high-quality ingredients and more appealing packaging. This trend extends beyond traditional luxury products to include the realm of craft cocktails. Beverage enthusiasts now seek out bars and restaurants that offer high-quality ingredients, expertly crafted drinks, and an immersive cocktail experience. 

One key aspect of premiumization is the emphasis on sourcing top-notch ingredients. Craft cocktail establishments place a premium on using fresh, locally sourced fruits, herbs, and artisanal spirits. This focus on quality not only enhances the taste and complexity of the drinks but also appeals to consumers who value transparency and sustainability.

 

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Craft cocktail establishments use fresh, locally sourced fruits, herbs, and artisanal spirits.

The Craft Cocktail Movement

The craft cocktail movement has emerged as a central component of the premiumization trend. Craft cocktails are characterized by their attention to detail, innovative flavor combinations, and the artistry of mixology. These drinks go beyond the traditional and familiar, encouraging exploration and experimentation. 

 Craft cocktail bars and mixologists are at the forefront of this movement, taking inspiration from classic recipes and infusing them with modern twists. They showcase their creativity by using homemade syrups, bitters, and infusions to craft unique flavor profiles. Additionally, the presentation of craft cocktails is an essential element, with bartenders often employing elaborate garnishes and visually stunning glassware to enhance the overall drinking experience. 

In addition to the creative aspect, the craft cocktail movement has fostered a culture of education and appreciation. Mixology classes and workshops have gained popularity, allowing enthusiasts to learn the art of cocktail making and develop their skills. This democratization of knowledge has empowered consumers to become their own mixologists at home, further driving the demand for premium ingredients and specialized bar tools.

 

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Premium ingredients and specialized bar tools have been in higher demand with the rise of craft cocktails.

The Influence of Social Media

The rise of social media platforms has had a profound impact on the premiumization of craft cocktails. Platforms like Instagram and Pinterest have become virtual stages for showcasing visually captivating cocktails, sparking interest and inspiring consumers to seek out unique drinking experiences. 

Bartenders and cocktail enthusiasts leverage these platforms to share their creations, techniques, and expertise, building online communities centered around the craft cocktail movement. This online presence not only drives foot traffic to bars and restaurants but also helps disseminate trends and innovations rapidly. 

Social media has also enabled consumers to become more discerning and adventurous in their choices. They can easily access recipes, cocktail tips, and recommendations, empowering them to explore new flavors and techniques. This newfound knowledge encourages consumers to demand more from their drinking experiences, driving the industry to continually evolve and elevate the craft of cocktail making.

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Social platforms have become virtual stages for showcasing visually captivating cocktails.

The Future of Premiumization in the Beverage Industry 

The premiumization trend and the rise of craft cocktails show no signs of slowing down. As consumers increasingly seek unique and personalized experiences, the beverage industry will continue to respond with innovative offerings. 

The future of premiumization lies in the intersection of quality, creativity, and convenience. Consumers are becoming more conscious of the ingredients in their drinks, leading to a demand for organic and sustainable options. Craft cocktail bars and brands will continue to prioritize the sourcing of premium ingredients, highlighting the importance of authenticity and craftsmanship.

Furthermore, the incorporation of technology and automation in the beverage industry will streamline the craft cocktail experience. Smart devices and apps may even offer personalized drink recommendations based on individual preferences, enabling consumers to enjoy premium cocktails from the comfort of their homes.

Conclusion

The premiumization trend in the beverage industry has transformed the way we appreciate and consume drinks. The emphasis on high-quality ingredients, the artistry of mixology, and the influence of social media have reshaped the industry, creating a culture of exploration and innovation.

As the demand for unique and personalized drinking experiences continues to grow, the premiumization trend will push the boundaries of what is possible in the world of craft cocktails. So, whether you’re a passionate mixologist, an aspiring home bartender, or simply someone looking to indulge in a remarkable drink, the premiumization movement is sure to deliver an extraordinary and unforgettable experience.

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In 1995, our founders embarked on a journey that would disrupt the status quo of the executive recruiting industry. We have been transforming companies and lives ever since.

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Brent Albertson

CEO, Zing Zang LLC

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“ Our experience with Protis Global has been very positive. They have strong multi-industry CPG experience and understand our business model and standards. They know the difference between an “A-player” and a “B-player” in several functions, and the honesty around that standard helps us move faster. Mike and team set up a great process, especially in early canvassing and vetting that helps our leaders engage at the right time and make decisions fast. ”

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Colin Nolan

Executive Vice President, Mark Anthony Brewing Inc.

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“Protis Global’s approach to talent acquisition is marked by diligence, transparency, and a genuine dedication to client satisfaction. Their strategic insights and personalized service have made a substantial impact on our organization, ensuring that we always have the best professionals driving our initiatives forward. The team at Protis Global demonstrates a keen ability to identify individuals who not only possess the requisite skills but also align seamlessly with our company culture.”

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Hilal Tabsh

Chief Revenue Officer, Glass House Brands

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“Over the last 10+ years my experience with Michael Bitar and the Protis Global team has been exceptional across multiple industries. Michael and his team work to get to the true needs of my hiring plan and partner with us throughout the process. They understand our business, company culture, what success looks like, and then propose candidates that will produce results while also fitting into our team dynamic. Overall it’s a great team and experience and I would recommend to anyone looking to hire top-notch quality candidates reach out to Protis Global and Michael Bitar.”

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Peter Iglesias

Chief Executive Officer, Bespoken Spirits

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“I highly recommend Protis Global as a top-notch recruiting agency. I have had the pleasure of working with them for the past 15 years, both as a candidate and employer in the Spirits and Wine industry. In my 25 years of experience, I have found Protis Global to be the most efficient and effective recruiting agency I have ever dealt with. Protis Global has consistently come through for me in the clutch, providing exceptional professionalism and execution in job searches and placements. Their dedication to finding the right fit for both candidates and employers sets them apart from other agencies. I have always been impressed by their ability to understand the needs of both parties and successfully connect them in a timely manner.”

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Soley Van Lokeren

SVP, People

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“I have been in the field of human resources for over thirty years, in executive level roles both in-house and in outsourced positions. Michael Bitar is my favorite talent acquisition professional with which I have ever worked. He cares deeply about building a relationship with his clients, learning their business, culture, challenges, and truly understanding the needs of a role requisition. His approach is mirrored by the rest of the Protis team, who are courteous, thorough, and who make you feel like you are their only client. Protis successfully delivered hires for our Chief Commercial Officer role and for three key challenging roles (in both Marketing and Sales). They are simply – the best!”

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Brian Kuz

Chief Sales Officer

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“Protis is unique in their go-to-market strategy in that they not only find the right candidate for the role, but they find the right opportunity and company for the candidate. Protis Global looks for people who are ready to make a change...I will continue to recommend Protis Global as one of the best placement agencies in the World, as I have worked on every continent and have dealt with the big executive placement firms and the boutique ones. Protis shines above all, and as long as I am hiring, I will continue to go to Protis Global first, if not exclusively.”

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Chris Hall

CEO, poppi

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“Partnering with Protis Global has been a game-changer for poppi. They understood our vision and the unique challenges we faced as a rapidly growing brand. Their expertise in executive search helped us find the right leaders who not only fit our culture but also brought the skills and passion needed to drive accelerated growth. The Protis Global team actively took our feedback and adapted the search so that we could focus on what we do best – creating innovative, healthy beverages that our customers love. They’ve truly become an extension of our team, and we couldn’t imagine achieving our success without the team members they helped us to bring aboard.”

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Chad Palma

President of Sales, Spindrift

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“Michael Bitar and the Protis team have been such a pleasure to work with over the years. Not only do they do amazing work with recruiting but we have also developed a partnership between our two companies. Michael and his team provide a crucial role in reviewing my hiring needs at the beginning of each year. Once the review is complete, Michael begins searching for quality candidates that fit the role and culture for Spindrift. He and his team do an outstanding job of finding the right candidates for the position in need. I highly recommend Michael and the Protis team for your hiring needs.”

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John Sacksteder

President, Mark Anthony Brewing Inc

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“From the start, the relationship with Protis Global was different than other recruiting firms.  The team had a deeper level of commitment and desire to learn about our business than I had experienced with other firms. Our company was experiencing a time of exponential growth and our staffing needs were complex. We needed very experienced people across every possible function in the Operation and Supply Chain Teams and we needed them in a hurry. The Protis Global Team mobilized quickly and established a methodology to identify strong candidates and work them through the interview process in a professional and timely manner. Their grit, determination, understanding our needs and culture, sense of urgency and drive to exceed our expectations set them apart from the pack.”

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Kathleen Hutchison

Senior National Account Manager at Arla Foods

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Kayla was awesome and very thorough in her vetting of candidates. She understood our brief as we were looking for candidates and helped to weed through those who were not a good fit for the role. 

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Chief People Officer at IJW Whiskey

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“The team worked quickly and efficiently to find a unique position.”

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Kim Nguyen

VP of Supply Chain at Lallemand

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Everyone involved was extremely helpful - Gary, Michael, Ben - thank you!! The team didn't only search for candidates based on the job description, but also the qualities that I look for in candidates. 

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Shashank Gaur

VP of Product Technology & Innovation

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The interview process was smooth and extremely professional. Ben and team represented me as much as they represented the company. 

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Regional Business Manager - Foodservice

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Consistent communication, updates, and detailed knowledge of the client. The whole experience was top notch!

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Blake T. Bermingham

Supply Chain Manager

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Very simplistic process finding the right role for the right candidate...keep up the great work! 

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Don Stohrer Jr.

CEO, Arla Foods USA

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“We’ve been a Protis Global client for eight years, and during this time have always appreciated the thoroughness of the recruitment process, as the candidates brought to us have been well-vetted, not only from a competency perspective, but more importantly from a [cultural] fit dynamic. Mike and the team have always been highly engaged to ensure they bring us candidates that match our culture. That’s been critical to the success of the candidates that have landed here by way of our relationship with Protis.”

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