Increasingly, consumers are better educated and have a greater understanding of what they are drinking. In a saturated market, it's essential for brands to not only be able to instantly communicate their point of difference, but also their stories - both product and the brand itself; provenance and values; artistry and craft.
A big communication challenge for both established and challenger brands is to first cut through the noise of hundreds of choices for tastings and demonstrations and then to be remembered amongst the options of coffee, tea, hot chocolate, machinery and supplies. Brand experiences such as tastings and demonstrations no longer seem to be enough on their own - workshops and 'signature' drinks created by the baristas offer more. Easy pick-me-ups again worked well, whether a small brochure or double-sided cards.
Brochures and cards tended to be mostly printed on uncoated - the tactile nature reflecting artisanal and craft qualities of the brands. Britvic's cocktail booklet successfully combined a soft touch laminate on the cover, with a rough uncoated paper for the inside pages, playing up the atmosphere created by their photography.
Overall, the most successful brands followed their storytelling right through to the last detail, such as Dark Woods branded wood blocks as stands for their literature and Union's printed wooden boards with information about each blend as well as their icon on their coffee machines.