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Mel Anderson
Director at Five Growth
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The Bloody Big Drinks Summit
October 25, 2021, Online
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Liquor In Lockdown – The who, what, where, when, how much and WHY behind what really happened during the pandemic.
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About the talk

Liquor In Lockdown – The who, what, where, when, how much and WHY behind behind the boom and bust in sales that the liquor industry has experienced during the pandemic? What does this mean for you in our current lockdown? What does this mean to you about what comes next? Learn how can you get in front of the trend which is coming for 2022?
Growth Scope has been measuring consumer and shopper behaviour with Alcohol since June 2020. With over 15,000 consumer respondents in our database, we now have one of the most comprehensive continuous measures of the motivation, usage and attitude of liquor consumers and shoppers over the last year, both in and out of lockdown. Understanding what has happened over the last year, will help you better capitalise, and grow when you execute your plans in the new consumer and shopper normal.

00:00 Intro

04:10 What is Growth Scope?

07:14 Growth Scope key metrics

10:23 Changes in reasons for consumption occasion

13:15 Jon security and net higher frequency by state: the graphics

16:32 Lockdown change matrix

19:08 Consumption categories

22:28 Pack size and price premium

25:13 Marketing metrics: the comparison

28:33 Summary: lockdown impact

31:30 Final comments

About speakers

Mel Anderson
Director at Five Growth
Andrew Nowicki
Commercial director at Five Growth

Mel – Anderson -Director - Research & Product at Five Growth Insights and Growth Scope. A career researcher and insights professional, Mel is a business pragmatist with a data driven mindset. Mel doesn’t believe in research for research’s sake, rather she believes that research should tangibly add value to a business or it should not be done at all.

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Andrew gets consumers. He see’s behind the data to understand why they behave the way that they do, translates their behaviour into your business implications, and then shapes the strategic choices needed to enable your business to grow faster, at lower cost, more profitably. With a global C-suite career as a CMO, Regional Strategy Director, and Global Innovation Director, based in London, Singapore, Beijing & Melbourne, as a Management Consultant, and past director of the AANA, Andrew has led the teams that have shaped the strategic direction and success of some of the world’s favourite brands.

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Access to the talk “Liquor In Lockdown – The who, what, where, when, how much and WHY behind what really happened during the pandemic.”
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Mel Anderson
Andrew Nowicki