It is very trendy in today’s beverage-alcohol trade to discuss sales opportunities in terms of “occasions.” Dinner is an occasion; a pool party is an occasion. For some people, a road trip can be an occasion, too, though the trade does not like to discuss that one. Anyway, in addition to the constant pressure to “win” existing occasions, there is lately much ado about creating new ones, either by changing consumer behavior (hard) or coming up with increasingly convoluted phrases to describe the way consumers already behave. And so, Mark Anthony Group president David Barnett recently told Brewbound’s Justin Kendall that the firm is positioning its fast-follow vodka-spiked sports drink, RefreshAde, as the perfect choice for:
A daytime refreshment social activity.
This is, of course, already an occasion: normal people would call it a “day party” or even a “darty.” You can just say that! But then you wouldn’t win Buzzwords of The Week, I guess.
If you see beverage-alcohol corporatespeak in the wild that deserves to be the next Fingers Buzzword, submit it for consideration to [email protected]. All submissions anonymous!
🤝 Consider upgrading to a paid subscription!
Buzzwords of The Week is free, but most of Fingers’ award-winning independent journalism about drinking in America is not. For the full experience, become a Friend of Fingers today:
Fingers is 100% reader-supported and AI-free. Your paid subscription directly funds more coverage and commentary like this. Hope to see you on the other side of the paywall!—Dave.
