Key Takeaways
- Rapidly evolving shopper trends are disrupting categories and creating new growth opportunities for brands and retailers.
- To stay competitive, companies must future-proof their shopper research and keep insights frameworks current.
- At the CMA | SIMA Annual Conference, leaders from Boston Beer and Vista Grande share how they navigated the fast-changing Beyond Beer category.
- The session demonstrates how forward-looking insights can translate major category trends into practical marketing and category strategies.
- The goal: help brands anticipate change, keep insights fresh, and lead fast-evolving categories with confidence.
The world is constantly changing and its pace is accelerating. Emerging shopper trends are disrupting categories and creating tremendous opportunities for manufacturers and retailers. How can we future-proof our investment in shopper research to develop forward-looking strategies? How can we keep our insights fresh and our frameworks relevant?
Please join Larry Gray, Shopper Insights Lead at the Boston Beer Company, and Russ Onish, President of Vista Grande, as they illustrate how they navigated the massive trends in Beyond Beer to develop practical applications for brand marketing and category leadership.
Larry Gray
Shopper Insight Lead
The Boston Beer Company
Larry is a strategy category thought leader with over 20 years of category management experience at Boston Beer, Heineken, Coca-Cola, and Kraft. He has demonstrated expertise in people development, team leadership, strategic planning, business development, and shopper & consumer insights. Larry is highly analytical with the ability to turn large amounts of data into concise and actionable insights. He has a proven track record developing strong retailer partnerships. Larry is a Certified Professional Strategic Advisor by the Category Management Association 2012. He has a Marketing degree from Northeastern University and resides in Putnam County, New York.
Download presentation here: Foresight: Shopper Strategies in Fast-Evolving Categories
