2014 Review and Hopes and Fears for 2015: Kingsland's Neil Anderson

Published: 29 December, 2014

Neil Anderson, marketing director at Kingsland, considers how and why brands need to think more about consumers for the year ahead, and reckons companies should be looking to those outside the category for inspiration.

Neil Anderson Neil AndersonNeil Anderson, marketing director, Kingsland

How was 2014 for you/your business?

Fantastic on both counts. I cannot believe how fast 2014 has gone by. Since joining Kingsland in January, it has been an incredible year: the launch of Kingsland Drinks (our enhanced single minded identity), the development of business with existing customers plus new strategic partnerships with Brand Phoenix and Lime Coast Wines - to name but a few.

What do you think were the most significant things that happened/ issues/trends that occurred in 2014?

We have just completed two months of a deep dive with UK consumers and believe we have unearthed some interesting findings around their needs, and the occasions that wine plays in the lives of different consumer segments. For us, this insight supports and builds on the existing research currently in the market place. I don't believe that we, as an industry, are listening enough and acting on the insight that we have - we want to develop wine propositions that fully engage UK wine consumers. For example, we believe a significant percentage still need guidance on taste and flavour and we need to make this as simple and enticing as possible. At Kingsland, we're working on a number of new propositions that are squarely directed at fulfilling the consumer needs we've identified. Which is all to say that 2015 promises to be an exciting year for us.

What opportunities are you most looking forward to working on in 2015?

Continuing to grow our business by adding value to our existing, and new, customers - from innovation in the market place to developing our producer portfolio.

What are the biggest challenges facing the trade in 2015?

Economic challenges remain.

The usual excess of supply into the UK market.

Health concerns associated with alcohol.

Challenge of competitive pricing around £5.

For the whole industry the challenge is to help consumer navigate their way around wine - I don't just mean grape, country region etc. We need to look at the 'why' as well - the emotional engagement for consumers. And there is a lot to do around taste and flavour.

Who are the people/companies/retailers to watch in 2015?

Everyone and more. We should also be looking more at other drinks categories and other general trends in food, drink and lifestyle.

What are you doing for Christmas and New Year?

I will spend some time at home with my family in Hove. Long walks along the seafront, hopefully ending up in the pub.

What will be your favourite tipple over Christmas and New Year?

Shorn Marlborough Sauvignon Blanc and the Pinot Noir - delicious wines, and then good a good tawny Port.

What do you want most from Father Christmas?

Good quality chilled out time with my family.

New Year's resolution?

Get fit for the marathon. I am going to need some help and support with this mission!

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