On and Off-Premise are Outdated: The New My-Premise

Dear Client: Brandy Rand, the COO - Americas for research firm IWSR, gave an interesting talk at the Vibe Conference in California this week on global bev-alc trends, but one particular section of her presentation interested us in how she categorizes the new "my-premise", and how we think of traditional on and off-premise in the past is outdated today. "When I looked at this traditional on and off-premise….We think about back bars, we think about shelf, we think about sampling, we think