Urban List reveals ‘State of Sips’ report for brand marketers

Lifestyle publication Urban List has launched a new beverage report aimed at helping marketers navigate the shifting ‘State of Sips’, Mumbrella can reveal.

In its first research piece of 2024, the publication surveyed over 6,000 Australian and New Zealanders about their drinking habits – taking a deep dive into the trends sweeping through bars, cafes, retail and the home – to uncover beverage behaviours.

The new report aims to help brands understand today’s customers – their motivations, purchasing behaviours, taste preferences and daily drinking moments.

“Changing tastes, economic challenges and shifting lifestyles continue to shape how and why we drink what we drink,” said Urban List’s director of strategy, Hamish Taylor.

“Through our research, four diverse sippers emerged, each categorised by unique needs and wants.”

The four categories – espressionists, aficionados, consciously curious and experimentalists – “show the variety of taste preferences across both beverage types and key drinking moments consumers move through daily, hopping from one to the other—drink in hand.”

Espressionists are described as those dedicated to their morning coffee rituals – which two-thirds of the survey’s respondents agree is important.

Another two-thirds rated coffee as their favourite beverage, with four out of five respondents drinking coffee regularly.

The report points to Urban List’s ‘Morning Muse’ and ‘5am Club’ campaigns that target the espressionists, giving marketers new ways to break into this category and build their brands.

The aficionados – described as the enthusiasts who are driven by a passion for discovering new flavours and drink techniques – are said to be shopping locally, being adventurous in their choices and actively supporting independent brands.

The ‘State of Sips’ report found wine was the first alcoholic choice of its respondents, with 60% choosing it when hosting at home.

The publication’s ‘Plonk Talk’ and ‘Mixing Masterpieces’ series are noted in the report, as appropriate places for brands looking to enter the beverage category and get loyal brand customers.

The consciously curious are those seeking sophisticated alternatives that mirror the allure of traditional alcohol, while experimentalists are the most adventurous with exploring unconventional and bold brands.

Senior strategist at the publication, and report co-author, Sophie Oddo, said it was fascinating to make sense of the nuances that emerged from the data.

“Drinking moments are a critical part of our culture so being able to understand these more deeply allows us here at Urban List to create more compelling and culturally relevant campaigns for our clients,” she concluded.


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