Between Drinks
Navigating tariffs
Although President Donald J. Trump recently agreed to put a hold on planned tariffs on Mexico and Canada, he still could impose them. As of Feb. 3, Canada and Mexico reached a deal with the United States to delay the tariffs for 30 days.
In a Feb. 5 Insights article titled, “How Food and Drink Brands Can Soften the Impact of Trump’s Tariffs,” Jenny Zegler, director of food and drink at Mintel, Chicago, highlights how tariffs would directly impact food and drink prices and supply — if tariff proposals were to become a reality.
In the article, Zegler suggests that food and drink companies as well as retailers will need to justify any price increases, while maintaining a nimble approach to their supply chains as they navigate policy changes.
“Brands will need to prepare transparent and compassionate communication regarding the reasons for any consumer-facing adjustments. Clear communication is important to avoid drawing the ire of U.S. consumers who are weary of having to adjust to new disruptions,” Zegler states. “U.S. consumers already feel like they have been unable to escape high prices. Any additional price hikes — no matter the cause — will be unwelcome by U.S. consumers who are already worn out from years of higher cost of living, especially food and drink.”
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Zegler further notes that, although U.S. consumers have found money-saving tactics during the past few years, additional price hikes from tariffs would limit consumers’ options for low-cost food and drink alternatives.
“Higher living costs would be especially hard on the 27% of U.S. consumers who describe their financial situation as tight, struggling, or in trouble,” she states. “Higher prices also would limit the leftover money of 36% of U.S. consumers who classify themselves as ‘OK’ each month.”
This all comes as the Federal Reserve Bank of New York’s Center for Microeconomic Data released the December 2024 “Survey of Consumer Expectations,” which showed that inflation expectations were unchanged at the short-term horizon, remaining at 3%; however, the one-year ahead horizon increased from 2.6% to 3%. The survey, meanwhile, found a decrease for the longer-term median inflation horizon.
Additionally, a new working paper by University of Texas’s Olivier Coibion, University of California at Berkeley’s Yuriy Gorodnichenko and Chicago Booth’s Michael Weber highlights what consumers expect and how they are preparing for potential tariffs. A survey of American consumers fielded through NielsenIQ from Dec. 13, 2024, and Jan. 6, 2024, yielded approximately 13,500 responses for the paper.
The working paper shows that respondents were asked whether higher tariffs could hypothetically make them more or less likely to make certain decisions. The survey found that 43% of respondents were more likely to purchase or stockpile goods in anticipation of higher future prices. The survey also found that 43% are more likely to “wait and see what happens to prices.”
Given this, consumers likely will be closely watching price changes in stores.
Harrison Ford becomes face of Glenmorangie
Glenmorangie single malt Scotch whisky revealed a new global campaign starring cinematic icon, Harrison Ford. Legendary for his countless movie roles, the Hollywood actor brings his trademark wry humor to the fore in a series of episodic films directed by actor and filmmaker Joel Edgerton. Once Upon a Time in Scotland goes behind-the-scenes as Ford journeys to Glenmorangie’s Highland home, to discover the skill and craftsmanship that goes into making each bottle of its complex and elegant whisky. It sees the actor enjoy the authentic Scottish experience — from getting to grips with the nuances of Scottish pronunciation and kilt etiquette, to bonding with locals over a dram of single malt — all shot in an unconventional, deliberately “off-script” style. Appearing alongside Ford are the real Glenmorangie distillery team while the brand’s flagship whiskies, Glenmorangie Original 12 Years Old and Glenmorangie Infinita 18 Years Old also take on a starring role. “Harrison Ford is the real deal: a true global icon, and a genuine whisky lover. It was a dream come true to collaborate on this campaign, and welcome him to our home in the Highlands to discover more about Glenmorangie,” said Caspar MacRae, president and CEO of The Glenmorangie Co., in a statement. “He is someone who has honed his craft over decades, which gives him a real appreciation for the dedication and skill of our distillery team. Like us, he’s not afraid to laugh at himself — and I think Joel has perfectly captured his authentic warmth, alongside his roguish sense of humor.”
MUG Root Beer guarantees bulldog victory at Westminster Kennel Club Dog Show
As the first-ever official soft drink sponsor of the Westminster Kennel Club Dog Show, Mug Root Beer launched the inaugural MUG Root Beer Bestest BullDawg Award. Inspired by its bulldog mascot, MUG Root Beer made its debut at one of the country’s most iconic sporting events (for dogs, that is), to guarantee that its favorite canine breed brought home some gold. “While we’re lovers of all dogs, we’re a bit biased toward bulldogs — just look at our mascot, Dog,” said Patrick Gamble, senior brand marketing manager for MUG Root Beer, in a statement. “Year after year, they’re the underdogs of the Westminster Kennel Club Dog Show, so we jumped at the chance to take matters into our own hands and reward the ‘bestest one.’” With 12 champion bulldogs competing at the 149th Annual Westminster Kennel Club Dog Show, the MUG Root Beer Bestest BullDawg Award celebrated the qualities that make them loved. Fans voted for their favorite bulldog during the show from Feb. 8-11 by visiting MUGBullDawg.com and received $5 off their MUG Root Beer order on UberEats. The brand also released a limited number of at-home viewing kits meant to bring fans and their pups a bit of the dog show experience at home. Each kit included ingredients and a recipe card for “The Growler” — a specialty MUG Root Beer cocktail exclusive to the event — as well as a commemorative cup to serve it in, a blanket, and a ribbon to conduct their own Best in Show ceremony.
Golfer Charley Hull joins Rockstar’s roster of athletes
Rockstar Energy expanded its elite roster of athletes by welcoming LPGA professional golfer Charley Hull as a new partner. Hull made waves in the golf world when she won her first professional title at just 17 years old. Since then, Hull, 28, has claimed global victories on both the Ladies European Tour and the LPGA Tour with accolades including 2015 Rookie of the Year, 2016 CME Group Tour Championship, and most recently the 2024 Aramco Team Series Final title. “Anyone who knows me knows I’m all about breaking the mold and challenging the norm, which is why teaming up with Rockstar Energy feels like a perfect fit,” Hull said in a statement. “Rockstar’s commitment to empowering bold, passionate people, including athletes like me, really resonates. I’m proud to be part of a team that fuels ambition across a diverse roster of athletes and I’m especially excited to connect with new fans along the way.” Steve Mateus, director of sports marketing for Rockstar Energy, stated: “We’re thrilled to welcome Charley to the Rockstar Energy family. As a brand always striving to expand our reach, we saw an incredible opportunity to break into the golf world, where LPGA fans are twice as likely than the average consumer to choose Rockstar.”
A majority of online shoppers buy products while multitasking, according to a survey conducted by Salsify.
Salsify, a platform empowering brand manufacturers, distributors and retailers, revealed in its “2025 Consumer Research Report” that 69% of shoppers make purchases while scrolling TikTok, watching Netflix, or browsing YouTube.
Salsify conducted its quantitative online research survey via SurveyMonkey in October 2024, among a completed general consumer pool of 1,910 online shoppers in the United States (953) and the United Kingdom (957).
Key trends revealed from the “2025 Consumer Shopping Report” include:
- Shopping never stops: Shopping now is woven into everyday life. According to the study, 69% of consumers make purchases during passive activities, led by millennials (76%) and men (75%).
- Viral trends, influencers redefine product discovery: Thirty-nine percent of shoppers made purchases based on influencer recommendations, an 18% jump from last year. Viral products also drove demand, with 34% of shoppers buying items they saw trending on TikTok and Instagram.
- Algorithms, live streams are redrawing the retail playbook: Thirty-five percent of shoppers made purchases through live streams, up 22% in a year. Meanwhile, 28% trust AI assistants to help them shop, and 17% have acted on AI recommendations.
- Content mismatches cost sales: The Salsify report found that 54% dropped purchases due to conflicting information, and 71% returned items over inaccurate descriptions. With 87% of shoppers willing to pay more for brands they trust, consistency and authenticity are no longer optional — they’re essential for long-term success, the company says.
- Shoppers are digging deeper for the perfect product: Forty-one percent of shoppers will scroll up to page three to find the right product, and 26% will continue up to page five, according to the Salsify report. Only 18% of shoppers believe in page one or bust — this deeper commitment highlights the importance of product visibility beyond the first page, the company says.
“In 2025, consumers are making faster, more fragmented buying decisions, but they still expect seamless and personalized experiences,” said Dom Scarlett, research director at Salsify, in a statement. “Retailers must earn trust by combining affordability with richer, more accurate content, as shoppers prioritize relevance and reliability over impulse buying.”