Beverage Marketing Research Articles

Research of raw materials and mashing regimes to produce low digestion wort

Currently, consumption of non-alcoholic or low-alcoholic products is gaining more and more efficiency in the beverage market. The brewing industry is taking the lead and is striving to increase the range of products aimed at this consumer. Therefore, there is an increasing market for non-alcoholic beers. Brewing this beer using membrane technology or dialysis is only achievable in high-capacity breweries. The presented research studies the possibility of producing non-alcoholic beer through technological methods by selecting suitable raw materials and mashing regimes. This technology will enable the production of non-alcoholic beer at small-capacity breweries. The purpose of the research is to study and apply the non-traditional grain crop sorghum variety Kazakhstan 16 in the production of brewing wort with a low degree of digestion. We studied the microstructure of the grain, calculated the size of the starch grains and justified its use in the production of low-density wort. The microstructure of the grain, as the size of the starch grains were determind. The using of sorghum was justified in the production of low-density mash. Based on the results of the experiments, the dependence of mash, hydromodulus and mashing mode on the yield of extractive substances in the wort was studied. A mashing regime with mash pauses of 50-52°C, and 72-74°C, bypassing the maltose pause, was selected. Based on the resulting low fermentation wort, a beer whose characteristics correspond to a non-alcoholic beer was produced.

Addressing the marketing and availability of unhealthy food and beverages in and around selected schools in Ghana: a community readiness appraisal

ObjectiveThis study assessed stakeholder readiness to address unhealthy food and beverage marketing and availability in/around Public Basic Schools (for children 4–15 years) in Greater Accra Region, the highly urbanised administrative...

IPA를 이용한 수제맥주 브루펍 연구

Purpose - This study was conducted to identify the significant difference between visitor importance and satisfaction with craft beer brewpub selection attributes, evaluate craft beer brewpub visitor selection attributes using IPA techniques to identify specific services, study operational strategies for future brewpub visitors, and provide basic data for managers to establish marketing strategies.
 Design/Methodology/Approach - As a result of conducting a paired t-test on the importance and satisfaction related to craft beer brewpub selection attributes, it was confirmed that each of the beer product value factors, atmospheric value factors, and food value factors, excluding emotional value factors, were all less satisfied than important.
 Findings - These results mean that overall threats exist from the perspective of the restaurant beverage market because they are not sufficiently satisfied with the overall service properties of brewpubs compared to the factors that visitors consider important. Therefore, managers need to check factors derived from the current operation and improve to improve consumer satisfaction and increase sales.
 Research Implications - In the future, it is necessary to secure a sufficient number of samples of various stakeholders in order to secure the generalization of the research results. In addition, a sample was drawn by simultaneously asking the importance and satisfaction of the questionnaire response. In order to upgrade the research design, it would be more meaningful to evaluate and compare importance before visiting craft beer brewpubs.

Appeal of the Apple: Exploring Consumer Perceptions of Hard Cider in the Northeast and Mid-Atlantic United States

Alcoholic or “hard” cider is experiencing a resurgence in popularity, particularly throughout the Northeast and Mid-Atlantic regions of the United States. Yet, many stakeholders struggle to understand how consumers define and distinguish hard cider from the sea of options in the saturated alcoholic beverage market. This study aimed to explore consumer preferences for hard cider using a phenomenological, qualitative approach. The research comprised 14 focus groups with regular cider consumers (99 participants) throughout three leading cider-producing states in the Northeast and Mid-Atlantic United States: Virginia, Vermont, and New York. All focus group sessions were subject to reflexive thematic analysis for themes broadly related to cider product preference and the cider-drinking experience. Results of the study suggest that cider preference is motivated largely by sensory quality in addition to various other factors including perceived health effects, regionality and proximity, the drinking occasion, and product information. Results also emphasize the importance of nostalgia in cider sensory experiences, as well as the role of social norms in consumer valuation of cider products. Overall, this research highlights diverse consumer preferences for cider and serves as a framework for using qualitative research methods to explore consumer preferences in the food and beverage industries.

The Lower the Better? Discussion on Non-Alcoholic Wine and Its Marketing

In the German beverage market, a shift in consumption has become apparent in recent decades: away from alcoholic beverages and towards non-alcoholic alternatives. This indicates a tradeoff between two important and nutritionally relevant substances: alcohol and sugar. This review, therefore, addresses the question of the significance of these developments to the German wine industry, where non-alcoholic wines and sparkling wines are becoming increasingly important. The production of these products is accompanied by a reduction in alcohol content with a simultaneous increase in sugar. Furthermore, these products could also become the focus of health policy efforts when it comes to accusations of possible “alibi marketing”. Here, parallels with the handling of tobacco products become clear, while the tradeoff between alcohol and sugar recedes into the background.

A systematic review and meta-analysis of the effect of digital game-based or influencer food and non-alcoholic beverage marketing on children and adolescents: Exploring hierarchy of effects outcomes.

Videogame livestreaming platforms are an emerging form of digital media, popular with young people, where users watch gaming influencers play videogames. Food and non-alcoholic beverage (hereafter: food) brands have a substantial presence on these platforms, yet no studies have examined the impact of this food marketing on young people. This systematic review and meta-analysis examined the evidence (quantitative or mixed-method) for a relationship between exposure to digital game-based or influencer food marketing, and food-related (brand awareness, attitudes, preferences, purchase, and consumption), and post-consumption (weight, body mass index [BMI], and dental caries) outcomes in young people (≤18 years). Twenty-three databases were searched in March 2021. Twenty-two studies met the inclusion criteria, of which 20 were included in the quantitative synthesis. Meta-analyses indicated food marketing was associated with more positive attitudes and greater preferences (OR = 1.74, p < 0.001 [95%CI: 1.355, 2.232]), and increased consumption (SMD = 0.37, p < 0.001 [95%CI: 0.219, 0.529]). Narrative synthesis indicated that food marketing may increase brand awareness but not pester intent, although data were limited. Evidence suggests that there is a relationship between exposure to food marketing via influencers and digital gaming media, and several food-related outcomes. This is the first quantitative synthesis to demonstrate these relationships; this work has implications for food marketing policy.

The Impact of Mandatory Food-Marketing Regulations on Purchase and Exposure: A Narrative Review.

(1) Background: Several governments have enforced a series of actions to improve the local food environment and reduce obesity-related diseases in the population by implementing statutory regulations to reduce or ban the marketing of products that are considered unhealthy based on nutrient profile systems or them being high in fat, sugar, and salt (HFSS); (2) Objective: This narrative review is aiming to provide a comprehensive exploration of the available evidence on the impact of identified mandatory regulations restricting food marketing, including advertisements and packages on the exposure and purchase of HFSS food products, to help justify the need for these regulations; (3) Methods: Articles were retrieved by searching electronic databases, including EBSCO Education, PubMed, Scopus, Web of Science, and Google Scholar from 2012 up to December 2022; (4) Results: A total of 12 articles were included in this review. Almost all mandatory food-marketing regulations have evidence in favor of reducing HFSS food purchases and exposure; (5) Conclusions: Protecting children and adolescents from food and beverage marketing through mandatory regulations is a crucial step toward tackling global childhood and adolescent obesity and securing a healthier environment for future generations.

Assortment management digitalization as a factor of increasing the competitiveness of beer and beverage producers in the Russian region

The article studies current trends in consumer behavior that affect the beer and beverages market with the help of electronic technology. The peculiarities of behavior of beer and alcoholic beverages buyers during a crisis have been noted. The paper presents an analysis of alcoholic beverage groups sales structure in natural and monetary terms, identifies structural shifts in the beer market, and shows a trend for an increase in the market share of local brands. Dynamics of retail price of one liter of beer compared with the volume of the Russian beer and beer drinks market in 2017–2022 has been analyzed. The article concludes that the range of local brands and production of innovative products should be expanded. The possibilities of using electronic technologies in assortment management in the beer and beverage market have been shown. Enterprises producing beer and soft drinks need to analyze big data on an ongoing basis, as well as use digital tools for interacting with consumers. The possible path of consumers in the beer and beverages market based on these tools has been described. The article also shows dynamics of the emergence of new brands in the carbonated drinks market, considers possibilities of developing the assortment policy of domestic beer and beverage producers in this direction, and describes global and regional features of growing segments, such as functional, energy and sports drinks, non-alcoholic cocktails, as well as non-alcoholic beer and wine options.

Factors Influencing Tourist Satisfaction in the Restaurant Industry at Can Tho City, Vietnam after the COVID-19 Pandemic

The Food &amp; Beverage (F&amp;B) market has accelerated after the COVID-19 crisis, especially in big cities. Stakeholders are racing to improve quality to attract more customers. Can Tho City, a tourism hub in Vietnam's Mekong Delta region, is experiencing a revival of its restaurant industry-an important sector of its economy. This study surveyed 286 Vietnamese domestic tourists and international tourists at medium-sized restaurants in Can Tho city, aiming to (1) identify factors affecting customer satisfaction after the health crisis; (2) evaluate the importance of these factors; and (3) propose implications for improving quality, satisfaction, loyalty, and return intention. The study used document research, interviews, observations, and questionnaires. Data were analyzed using Descriptive Statistics, Partial Least Squares, and Structural Equation Modeling. The findings revealed five factors impacting tourist satisfaction: (1) flavor of food and drinks; (2) reasonable price; (3) cleanliness; (4) service quality; and (5) restaurant atmosphere. Customer satisfaction positively influenced loyalty and return intention. Recommendations were provided for stakeholders in Can Tho's restaurant industry. Keywords: customer satisfaction, customer loyalty, restaurant industry, Can Tho City, Vietnam.

Impact of Mixue's Halal Announcement on Company's Brand Reputation: a Naive Bayes Sentiment Analysis Approach

With the rise of beverage and ice cream market entry through franchising, Halal certification is more concerned than ever, especially in a country where Muslims take a huge percentage of the whole populations, like Indonesia. The hinderance of business operation could potentially occur if customers felt dissatisfied and unwelcome toward the market entry, that had not had Halal certification, ultimately affecting the brand reputation based on customer satisfaction above all. Hence, this research aims to find out whether Halal Announcement can turn a brand into having a better brand reputation, by analyzing comments retrieved through Instagram, as well as to evaluate the prediction model of Naïve Bayes by using TF-IDF machine learning classification. The data for this research was separated into two posts, which have 3861 and 3128 unfiltered comments for occurrences before and after Halal Announcement respectively. These comments then are processed to validate that the company was able to rebound the positive sentiments after the Halal Announcement, in which the hypothesis was accepted. Furthermore, the developed Naïve Bayes model is evaluated on the After Halal Announcement dataset, achieving an average accuracy of 65.99%, showing that model is able to predict the sentiment quite fair with several key takeaways that are noted.

Research on the Development Trend of Sugar Free Drinks

Sugar-free beverages have become increasingly popular among consumers in recent years, with increasingly diverse product types, driving sustained scale growth in the industry. Against the backdrop of continuously improving health awareness, China's sugar-free beverage industry has broad prospects for development. Sugar-free beverages are considered to be a healthier beverage and have been loved by more and more consumers in recent years. Sugar free beverages are mainly divided into tea drinks, sugar free carbonated beverages, and other sugar free beverages, which can meet the needs of different consumers for tastes and dietary habits. This article has conducted a study on the characteristics, market, and enterprises of sugar free beverages. The issue of obesity is troubling many people, and the market value of the industry has reached nearly 2 billion yuan. Also, some suggestions were proposed for the development of the future.

Evaluation of the Acquisition of BodyArmor Impacts on the Growth of Coca-Cola

As people become increasingly concerned with their health, the market for sports beverages is rapidly expanding. Beverages are evolved into more practical vitamin and food supplement items. This essay intends to explore whether the acquisition may increase Coca-Cola’s profitability by entering the sports drink industry. Due to the magnitude of this deal on a worldwide scale, this article mostly used secondary research as research approach. BodyArmor and Coca-Cola's finances are first being analyzed to access the deal's premium. Meanwhile, the united conglomerate's future development potential is analyzed using the 4Ps: price, product, location, and promotion. Overall, a cost-benefit analysis is performed to see whether this acquisition transaction will actually allow Coca-Cola to develop over time by entering the sport drink industry. The study suggests that the acquisition provides a lot of diversification benefits in terms of the synergy formed.

Plant-based beverages as milk alternatives? Nutritional and functional approach through food labelling

Plant-based beverages (PBB) market is largely growing. In this study, 136 beverages made of soy, oat, almond, rice, tigernut, and others (mixtures of various plant materials), from the Spanish market were evaluated through labelling information.Energy value and fat content were intermediate between skimmed and whole cow milk; while fatty acids profile was quite different. Carbohydrate content was usually higher than cow milk, and highly dependent on the addition of sugars. All products provided some dietary fibre. With the exception of soy-based drinks, samples presented lower protein and calcium content than milk (1/3 samples studied were Ca-fortified), and 23% were vitamin D enriched.The claim “No added sugars” was in more than 50% samples. A right labelling and nutritional education of consumers is essential to make adequate choices, since the appearing of many claims is not always indicative of a better-quality product.Plant-based beverages cannot be considered as an alternative to milk, but as a different product, with their own nutritional and functional entity. Their inclusion in a diversified balanced diet can provide interesting functional components, such as soluble fibre or unsaturated fatty acids (mainly soybean and almond drink), which can help improve the health status of the population.

P24-087-23 Young Children's Exposure to Food and Beverage Marketing on Mobile Devices

P24-087-23 Young Children's Exposure to Food and Beverage Marketing on Mobile Devices

The utilisation of legal instruments by United Nations actors to restrict the exposure of children to unhealthy food and beverage marketing: a qualitative content analysis of UN instruments

IntroductionUnited Nations (UN) agencies are influential global health actors that can introduce legal instruments to call on Member States to act on pressing issues. This paper examines the deployment and strength of global health law instruments used by UN actors to call on Member States to restrict the exposure of children to unhealthy food and beverage marketing.MethodsGlobal health law instruments were identified from a review of four UN agencies that have a mandate over children’s exposure to marketing of unhealthy food and beverage products namely: the World Health Organization (WHO); the Food and Agriculture Organization (FAO); the United Nations General Assembly (UNGA) and the UN Office of the High Commissioner for Human Rights (OHCHR). Data on marketing restrictions were extracted and coded and descriptive qualitative content analysis was used to assess the strength of the instruments.ResultsA wide range of instruments have been used by the four agencies: seven by the WHO; two by the FAO; three by the UNGA; and eight by the UN human rights infrastructure. The UN human rights instruments used strong, consistent language and called for government regulations to be enacted in a directive manner. In contrast, the language calling for action by the WHO, FAO and UNGA was weaker, inconsistent, did not get stronger over time and varied according to the type of instrument used.ConclusionThis study suggests that a child rights-based approach to restricting unhealthy food and beverage marketing to children would be supported by strong human rights legal instruments and would allow for more directive recommendations to Member States than is currently provided by WHO, FAO and UNGA. Strengthening the directives in the instruments to clarify Member States’ obligations using both WHO and child rights mandates would increase the utility of global health law and UN actors’ influence.

Enhanced Measurement of Sugar-Sweetened Beverage Marketing to Young Immigrant Children in Grocery Store Environments.

The marketing of Sugar-Sweetened Beverages (SSBs) within grocers is an obesogenic factor that negatively impacts children's nutritional behavior, specifically for people from racial and ethnic minority groups, such as immigrants. We aimed to develop and employ a methodology that more precisely assesses the availability, price, and promotion of SSBs to young immigrant children within independently owned grocery stores. A case comparison design was used to explore the differences in the grocery store landscape of SSB marketing by conducting an enhanced Nutrition Environment Measures Survey-SSB (NEMS-SSB) within 30 grocery stores in the Hispanic and Latino enclaves in Southwest Detroit, in the Arab and Chaldean enclaves in North-central Detroit, and in Warren, Hamtramck, and Dearborn, in comparison with 48 grocers in Metro Detroit. Unsweetened, plant-based, and organic toddler and infant beverages, as well as questions about marketing, were added to the original NEMS to capture the promotion tactics used in marketing SSBs. NEMS-SSB scores revealed that, in the immigrant enclaves, there was a significantly higher availability of SSBs in grocery stores (-2.38), and they had lower prices than those in the comparison group (-0.052). Unsweetened, plant-based, and organic beverages were unavailable in 97% of all participating grocery stores across both groups. Signage featuring cartoon characters was the most frequent in-store SSB marketing tactic across both groups. Widespread SSB marketing toward toddlers within the grocery stores in immigrant enclaves could be linked with the higher early childhood obesity prevalence among the immigrant population. Our findings can assist local and national organizations in developing and implementing healthy eating interventions. This study must be repeated in other immigrant enclaves across states to provide comparable results.

Job Insecurity, Grit and Work Engagement in The Hospitality Industry During Covid-19

This research was conducted to identify the influence of job insecurity and grit toward work engagement on 276 hospitality employees during the COVID-19 pandemic. It consisted of 81 male respondents and 195 female respondents. The sampling technique used was the purposive sampling technique, which has specific criteria. Those criteria are hospitality workers in hotels, the food and beverage industry, administration, marketing, travel, transportation, and housekeeping companies in Jakarta. This research used three measurement tools, namely, the Utrecht Work Engagement Scale (17 items; a = .856), the Job Insecurity Scale (9 items; a = .887), and the Grit Scale (12 items; a = .797). Multiple linear regression was used as a data analysis method. The findings indicated that during the COVID-19 pandemic, job insecurity and grit had an impact on the level of work engagement among hospitality employees. Job insecurity and grit both significantly affect how motivated people are at work in the hospitality industry. Employees’ job insecurity and grit have a positive relationship that can raise the value of work engagement. Therefore, decreasing job insecurity calls for high levels of grit and work engagement to keep employee positions within the organization. The strongest correlation was found between the dimensions of grit (perseverance of effort) and work engagement (dedication). Unlike this research, which was conducted on hospitality workers, the previous research was conducted on general workers. They expected the best performance, including maintaining a friendly smile and offering the best service in all circumstances while the pandemic was ongoing.

Анализ конкурентной среды производителей сидра на российском рынке слабоалкогольных напитков

The Russian cider market has developed due to changes in consumer habits and an increase in the share of low-alcohol beverages. However, ensuring and increasing the competitiveness of traditional cider in the market of low-alcohol beverages is difficult, and requires more detailed study. This is due to the relevance of the research topic. The novelty of the research lies in the fact that the author has analyzed the competitive environment in the Russian market of low-alcohol beverages and identified the actual problems of increasing the competitiveness of traditional cider. The purpose of the study is to identify factors that negatively affect the competitiveness of traditional cider in the Russian market of low-alcohol beverages, as well as problems in this area and to propose ways to solve them. The research methods include comparison, comparison, content analysis, regulatory method, statistical analysis, graphical method. The article is devoted to the consideration of the characteristics and features of cider as a commodity, the analysis of the competitive environment, the identification of problems of ensuring and improving the competitiveness of traditional cider in the Russian market, as well as the development of ways to solve these problems. According to the results of the study, the author comes to the conclusion that the cider market in Russia is actively developing and has favorable prospects. Cider-making in Russia stimulates the development of agriculture, fruit growing, nursery breeding, the creation of jobs in rural areas, the creation of jobs in trade, stimulates scientific research. The study revealed the problems of ensuring and increasing the competitiveness of cider in the Russian beverage market, which include the problem of determining the status of traditional cider at the legislative level, the lack of tax benefits and other state support for traditional cider manufacturers, competition with drinks produced using a different technology, but also called cider. To solve the identified problems, measures were proposed to increase the competitiveness of traditional cider on the Russian market. It is shown that the competitive environment analysis makes it possible to identify the problems of increasing the competitiveness of cider in the Russian market.

Identification of the kombucha consumer profile in Fortaleza-CE

Made from the fermentation of sweetened tea from the Camellia sinensis herb by a symbiotic culture of bacteria and yeasts, Kombucha has been gaining ground in the Brazilian and international scene for its benefits and its possible ability to assist in human well-being. This fermented beverage has shown significant growth in the beverage market and, because of this, the present work aimed to carry out a data survey on the set of behavioral characteristics of kombucha consumers in the city of Fortaleza-CE and metropolitan region and the relationship of these individuals with the drink; as well as identifying the attributes that influence the purchase decision and prospecting the population's acceptability for fermented beverages such as kombucha. To carry out the research, the Google forms platform was used, and these forms were distributed through social networks following the snowball technique. XLSTAT software, Maxdiff test and Excel were used for data analysis. Thus, it was found that most kombucha consumers are women, young people, with an income between 1 and 4 minimum salary, single, with higher education and residents of the noblest areas of the city. The attributes that were considered decisive for the purchase decision were: health benefits, probiotic, flavor, increase immunity, contain no chemical additives and high antioxidant content. In this way, it is expected that this study will contribute with a direction to kombucha producers for the elaboration of new products directed to a specific public.

Pengaruh Strategi Brand Collaboration Terhadap Purchasing Decision Pada Industri Minuman Kekinian

Indonesia’s Trendy Drinks Industry indicate an enhancement year over year. In Indonesia’s beverage market, trendy drinks are the top trend which is seen as a promising opportunity. Trendy drinks is a popular and innovative drinks which ready to drink and offer various flavors. The growth of the trendy drinks industry has created a climate of intense competition where the business needs to establish a competitive advantage. Collaboration strategy is one of strategy in the field of business that is considered the most optimal strategy. A co-Branding is a collaboration form that can be used to respond to competition. Chatime Indonesia (Chatime) is one of the trendy drinks brands that implement a collaboration strategy. The latest collaboration with BT21 offers a beverage product with various flavors, merchandise, and reusable cup for packaging. This type of research is causal exploratory to determine the cause-and-effect relationship between brand collaboration and purchasing behavior. The number of samples is about 100 respondents using the purposive sampling technique. The partial hypothesis test result (t-test) has shown that the co-branding strategy influence purchasing decision with a coefficient of determination is 0.604. In other words, the influence of co-branding strategy on purchasing decisions is 60,4%.