39% 60% Authenticity & Sustainability Changing societal values regarding ethicality, sustainability, and environmentalism are trickling down to consumer behaviour and product choice. Consumers can be motivated by the satisfaction that stems from making ethical purchasing choices and actively contributing to social causes. Beer brands are aiming for greener, more sustainable production methods, alongside giving charitable donations to organizations that stand for social and environmental causes. Craft manufacturers in particular are well positioned to align themselves with the Sustainability & Ethics mega-trend, touting grain-to-bottle production with local ingredients and fewer transportation emissions. Environmentally friendly credentials, from reduced carbon emissions to organic production. 60% Under 35s claim concern for the environment will be more important in the next 5-10 years. (IGD) Marston’s Brewery proudly receive grain from Holkham Farms Co-Operative, an extremely sustainable site that uses innovative farming practices and renewable energy in it’s operation. Authenticity and heritage trend is highly relevant to alcoholic drinks, as the ‘craft’ movement continues to influence the market. Players are increasingly looking to validate their craft credentials and build consumer trust by leveraging provenance and heritage. Producers are using location specific references in marketing and packaging label communication to build this “craft identity” with the aim of differentiating itself from mainstream products and appeal to authenticity-seeking consumers. Top Five attributes that would encourage consumers to purchase high-end, premium products: 60% - High quality ingredients 35% - Authenticity/genuineness 34% - Environmentally friendly 25% - Exclusivity/uniqueness 23% - Long Heritage/Tradition. 39% of consumers globally are interested in story and the heritage behind alcoholic beverage product & brands