News 30.05.2022

Need To Know

Madre Mezcal reworks its spirit into a canned drink, Elle magazine moves into hotels, and many US home-owners receive parental handouts.

An artisanal mezcal disrupting the RTD space

Madre Desert Water by Madre Mezcal, Mexico
Madre Desert Water by Madre Mezcal, Mexico
Madre Desert Water by Madre Mezcal, Mexico

Mexico – Heritage drinks brand Madre Mezcal is diversifying its offering to create a functional, seltzer-style ready-to-drink line. The beverage line, Madre Desert Water, combines mezcal with sparkling water, real fruit, plants and herbs. Many of the ingredients also feature functional properties, such as adaptogenic mushrooms, anti-inflammatory herbs and anti-fungal cacti.

By positioning mezcal in this format, the cans provide an accessible introduction to the spirit, while also offering added functionality for existing mezcal drinkers. Commenting on the inspiration for the drink, the brand says in a press release: ‘Madre Desert Water was inspired by the tradition of West Texas ranch waters (a local favourite drink made simply with tequila and sparkling water).’

With interest in mezcal continuing to rise, such ready-to-drink offerings further establish the spirit as a mainstream drinks choice, while still retaining its rich and ancestral heritage.

Strategic opportunity

To diversify their audiences, drinks brands could also consider offering innovative food pairings. Find ways to capture the heritage of the region from which your drink originates, while also providing an introduction to more adventurous tipples

QR clothing labels that generate resale adverts

Resell Tag by Samsøe Samsøe, Scandinavia Resell Tag by Samsøe Samsøe, Scandinavia
Resell Tag by Samsøe Samsøe, Scandinavia Resell Tag by Samsøe Samsøe, Scandinavia

Denmark – Fashion brand Samsøe Samsøe is making it easier for its customers to resell their items through an interactive clothing tag. Its Resell Tag, which will be stitched into items of clothing, includes a scannable QR code that activates an automatically generated resale advert. Drawing on datapoints from the clothing, such as style, size, colour and age range, a mock-up advert – including images – is presented for users to promote across Facebook and Instagram.

Initially launching across 20 of its garments, Samsøe Samsøe plans to expand the labels across its wider collections in the coming year. Here, the brand is taking control of the pre-owned market for its goods, while offering a seamless solution to empower customers to resell their unwanted items.

As more fashion brands recognise their responsibility in inspiring greener behaviours among consumers, such Interactive Eco-labels present an innovative solution that allows product labels to promote transparency and product longevity.

Strategic opportunity

Beyond resell adverts, reflect on how else your brand might bolster resale opportunities for your customers. How might you use your ambassadors and social media channels to raise the profile of second-hand goods?

Elle diversifies from magazines to hotels

Global – The fashion and lifestyle publication is entering the hospitality space with the launch of two boutique hotels. Later this year, its Parisian residency, Maison Elle, will arrive under the guidance of hotelier Pascal Donat, president of French hospitality group Valotel. Located near the famous Arc de Triomphe, the hotel will offer 25 guest rooms and suites, as well as a spa. A second hotel will open in 2023, in Jalisco, Mexico.

Through this venture, the publication is diversifying its revenue streams beyond traditional media content, as well as drawing on its taste-making status to create a culturally driven hospitality experience. Constance Benqué, chairman of Elle International and CEO of Lagardère News, says: ‘Our brand’s success to date has been thanks to our innovation, our special relationship with women, and we are proud to continue to challenge the status quo as we enter a new era of travel.’

We’ve already been tracking the ways in which brands, from streetwear labels to beauty companies, are moving into the hotel sector as a way to broaden their cultural relevance and establishing new revenue streams.

Maison Elle. Photography by Elle Hospitality, Paris

Strategic opportunity

Media and entertainment brands can take cues from this launch and similarly explore ways to establish themselves in the hospitality sector. How about creating a bar or restaurant that captures your brand’s personality?

Stat: American home-buyers rely on parental handouts

Bilt Rewards Bilt Rewards

As young Americans make their way onto the property ladder, research by YouGov finds that many home-buyers have received financial help from their parents. According to the report, more than one in three (35%) of Americans who have owned a home say that their parents helped them financially with buying their first abode.

In terms of age brackets, the research finds that adults aged under 45 were more than three times as likely as people aged 45 and older to say their parents gave them a property outright or paid the entire deposit. With this response more common among younger consumers, there is an opportunity for fintech, mortgage or property brands to promote the idea of familial co-ownership.

Indeed, as we explore in our round-up of fintech innovators for young home-buyers, some financial services are leaning into opportunities to empower parents and relatives to become co-equity holders of properties.

Strategic opportunity

At a time when inflation is bearing down on young savers, financial services have an opportunity to support hopeful home-buyers in ways that remain realistic and inclusive of their financial assets and lifestyles

Previous News Articles
Burberry revives archival outerwear for National Geographic documentary

News

Burberry revives archival outerwear for National Geographic documentary

Burberry’s latest archival display at its London Regent Street store celebrates Sir Ernest Shackleton’s legendary 1914 Antarctic expedition.
Luxury : Pop-culture & Media : Fashion
Gob launches mycelium-based earplugs

News

Gob launches mycelium-based earplugs

Gob is revolutionising the earplug market with a mycelium-based alternative that promises to eliminate the environmental impact of traditional disp...
Sustainability : Health & Wellness : Design
Brenda Lee’s holiday classic enters the AI era with Spanish re-release

News

Brenda Lee’s holiday classic enters the AI era with Spanish re-release

Brenda Lee’s iconic holiday song, Rockin’ Around the Christmas Tree, has been re-imagined as Noche Buena y Navidad in a Spanish-language release po...
Technology : Pop-culture & Media : Society
Stat: US Gen Z are the most likely to hide their voting choices

News

Stat: US Gen Z are the most likely to hide their voting choices

An October 2024 Axios Vibes survey by The Harris Poll reveals that nearly half of Gen Z voters (48%) in the US have lied about their voting prefere...
Society : Youth : Politics
Camdom is the world’s first digital condom for safer intimacy

News

Camdom is the world’s first digital condom for safer intimacy

This Sexual Health Awareness Month, condom brand Billy Boy and creative agency Innocean Berlin unveiled Camdom, an app that acts as a digital condo...
Health & Wellness : Technology : Pop-culture & Media
Resting Reef memorialises pets as eco-friendly marine reefs

News

Resting Reef memorialises pets as eco-friendly marine reefs

Eco-friendly funeral company Resting Reef has launched a pet memorial service that blends pet ashes with crushed shells to create eco-friendly unde...
Design : Health & Wellness : Sustainability
Netflix new unveils Moments feature to save and share scenes

News

Netflix new unveils Moments feature to save and share scenes

Netflix has launched a new feature called Moments, allowing subscribers to bookmark, save and share their favourite scenes from shows and movies.
Technology : Pop-culture & Media : Society
Stat: Mars’ study reveals strong pet devotion

News

Stat: Mars’ study reveals strong pet devotion

Mars has unveiled ‘the largest global pet parent study to date’ of more than 20,000 pet owners across 20 countries.
Pets : Society : Retail
Samsonite’s new durable suitcase can survive travelling to the edge of space

News

Samsonite’s new durable suitcase can survive travelling to the edge of space

Samsonite has unveiled its latest innovation, the Proxis Space collection, setting new standards in travel gear with sustainability and advanced te...
Luxury : Travel & Hospitality : Design
The Saudi Investment Bank celebrates national identity with bespoke typeface

News

The Saudi Investment Bank celebrates national identity with bespoke typeface

The Saudi Investment Bank and creative agency Impact BBDO have launched I am Saudi, a campaign celebrating national heritage with a bespoke typeface.
Design : Advertising & Branding : Finance
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN