VIBE Conference 2021

One trend that prevailed over the pre-pandemic years was the shift towards experiential spending on categories such as travel, live events, in person experiences.  These once generated $445 billion in annual consumer spending.  Much of this spending ground to a halt over the past year.  With rising vaccinations and falling case counts, will consumers once again seek out experiences, and can beverage marketers capitalize on a return to the experiential beverage occasion?  This session will examine the latest data on consumer spending, attitudes, and movement patterns to help business leaders anticipate the right moves to once again engage consumers.