Opinion: Bespoke beverages

Neil Soni is Founder and ceo at Unlimited Brewing Company, a business helping reinvent the beverage market with bespoke signature offers, tailormade to match a brand

We are currently living through a period of unprecedented product choice, and as companies compete to offer better service to their customers, the logical end-point is a push for personalised solutions across every aspect of service delivery. Fashion and cosmetics sectors are already creating personalised products at a reasonable, though luxury price, and there are moves in the F&B sector too.

Hotels are perhaps a little ahead of the airline sector in this, embracing personalisation to create bespoke experiences for guests by stocking new types of products, partnering with on-demand delivery companies, creating signature dishes, or developing uniquelybranded beverages.

These touches add character and difference to a brand. Brands like Park Central, Westhouse, and Marriott have been looking at bespoke beverages, working to develop unique beer offerings that complement each property’s attributes. For example, Park Central Hotel in New York City worked with us to partner with a New York farm brewery and create a NYCthemed beer with locally-grown ingredients. All parts of the beer, from the packaging to the story and the beer itself, reinforced the brand message.

There remains a massive opportunity in this regard for onboard hospitality providers. Crafting a beverage specifically to match the onboard experience can support the brand, create memorable moments, increase passenger satisfaction and drive word of mouth marketing. Surprise and delight opportunities like this lead to passenger conversations for weeks and months to come.

Equally important, a bespoke beverage can be complemented by onboard experiences (such as a tasting) which allows for even more engagement and enjoyment.

Customising beers and other alcoholic and non-alcoholic beverages has become our specialism. Sourcing or creating a holistic beverage experience can be a huge challenge for an individual hotel or transport provider on its own but the likes of Unlimited Brewing make it possible to create a bespoke product at a similar cost to an off-the-shelf craft beer.

Businesses really can create unforgettable experiences for their customers now, rather than deciding between mass-produced or cookie-cutter options. unlimitedbrewing.com

Crafting a beverage can support the brand, create memorable moments and increase passenger

satisfaction