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We are at an interesting moment in the world of premium products; brands have to be careful not to push back to the recent past too strongly and there's a real need for a new language to begin a new conversation.

There's something truly unique about this Welsh beer and beverage company "The Celt Experience" because it combines heritage/Celtic history and puts a premium twist on the concept.

There was certainly one way to play with Celtic heritage and bring it right back to the purest basics, or to do what's been done here which is to celebrate the aura and mystique around the concept.

Here's a description of the company behind it.

"The Celt Experience is a brewery inspired by Celtic history, to produce a range of organic ales, hand crafted lager and organic ‘pops’. The Celt Experience combines modern brewing equipment with ancient Celtic brewing methods, creating flavoursome and holistic beers."

Maybe were going to see more of this with with brands taking ancient, primitive and simple concepts and putting a premium twist on them. 

Via The Dieline


Posted by Ed Cotton It seems that being local and organic is no longer good enough.

In the escalating arms race for goodness claims, it now appears farmers have to pick and deliver their produce using bio-diesel vehicles.
 


Spotted at Rainbow in San Francisco.


Posted by Ed Cotton The latest data from Nielsen shows that the organic food marketplace is growing rapidly (+28%) last year,  but there's no category where organic has reached a 10% share. Milk is the largest, with 7% of sales, but overall, organic only accounts for just over 1% of total sales.


Obviously, there's a strong geographic skew; with high penetration levels in San Francisco, Miami, Portland, Seattle, Boston, Sacramentio, Hartford, Denver and Syracuse.

A Whole Foods manager in a local Marin store (Ground Zero for all things organic) told me that he was cutting  back on stocking organic produce. They found consumers were not prepared to pay the inflated prices.

Despite all the recent hype, the category has some ways to go. Clearly more education is needed and the price gap between conventional and organic needs to close.

Posted by Ed Cotton