Marketing and "the look" are keys to success in the drinks market, according to a new report from market researcher Datamonitor. The report claims that rising consumer sophistication towards marketing and the willingness to experiment with new drinks means that the label on the bottle has become more important. Added to this is the influence of style bars, cocktail culture and image-led marketing. As a result consumption of premium beers and flavoured alcoholic beverages has increased. So called designer alcoholic drinks (premium beers, high %abv beers and flavoured alcoholic drinks) are apparently driving innovation and growth in an otherwise largely static beer market. The new report 'Designer Alcoholic Drinks' maintains that consumption of premium beer alone in the UK grew by 13 per cent from 1,305.5m litres in 1996 to 2,130.3m litres in 2000 and the trend is set to continue.
