Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

The label on a can or bottle of beer can be a powerful marketing tool for craft breweries. While styles vary from abstract shapes to retro flair, many brands and enthusiasts have come to cherish animation-inspired designs. But why exactly are British drinkers drawn to this aesthetic?

Unusual brews and rich IPAs are still crucial to stimulate consumer interest within the craft beer market, yet US consumers are increasingly attracted by lagers, classic West Coast IPAs, and balanced British-style ales. What’s driving them to revert back to these traditional beer styles?

Sober-curiosity has received much media attention, but sales of high-abv beer are also on the rise – with the cost of living crisis, rating websites, and inquisitive palates all contributing to the growing appeal of high-alcohol brews. How can brands capitalize on their expanding popularity?

The 'Loodog' campaign from craft beer brand Jubel saw the brand encourage customers to show their distaste for rival brand Brewdog by throwing its stout in a toilet. The success of the campaign highlights the importance of perceived authenticity and how damaging the erosion of trust can be.