A wrap-up of 2017

Seasons Greetings from the Haines McGregor team! We’ve had a happy yet busy year and have worked on several fantastic projects across Carlsberg, PepsiCo, Institute of Brewing and Distilling (IBD), Britvic, Jordan, Dorset Ryvita, Patak’s and more.


We’ve been engaged by Fever-Tree on how to make, what is already a very successful brand, even more successful! We continue to work with the Carlsberg Group to translate their global motivation framework into visceral positioning tool kits for local market inspiration and application. We continued our relationship with Britvic and were thrilled to be engaged by PepsiCo in New York. We’ve been working on a very exciting project with the Institute of Brewing and Distilling for over 6 months now. It’s been a great journey and our adventure will continue into 2018. Looking forward to sharing the fruits of this work with you all after the New Year – watch this space!


‘Fresh and Natural’ is set to be the biggest food trend of the past 30 years, we are all trying to understand how to position our portfolio of brands to take advantage of the ‘less processed, better for you, and ‘closer to fresh’ trend. Our work has shown that consumers relationship with food has shifted dramatically towards a more holistic approach to health and wellness where food occupies a new role, both socially and culturally, in helping us move beyond taste and enjoyment to becoming a major facilitator of our health and indeed identity goals. Read our blog here.

We just wrote a piece on the rise of craft spirits and brewing sectors, click here to read.

Other popular blogs include:

Reconciling Tensions

Making Research Live and Breathe

Sugar, Contradiction and Confusion


The on-going talks of kitchen renovations has finally come to an end, Jeremy’s kitchen is completed and ready to be used for entertaining (hallelujah)! We tested it out for a staff lunch and approve. Two thumbs up to this space!


A few of us recently went to the Fever-Tree gin school and learned a thing or two about pairing your gin and tonic accordingly to create that perfect personalised blend. Fever-Tree have some incredible flavours to enhance the notes of your favourite gins, the Elderflower tonic was a big hit with us!



Tis the season to be jolly, and if you’re feeling particularly festive at the moment check out our top picks for things to do around London:

Skylight is London’s first rooftop ice skating surface! Not your thing? No need to skate to enjoy the delights of their fondue and mulled wine offerings.

Winterville in Clapham Common is the trendy alternative to Winter Wonderland where you can enjoy the roller disco and plonk golf!

Kew Gardens lights up after dark with over one million lights twinkling, while fairy-tales come to life and Santa and his elves can be seen at the North Pole village.

Trafalgar Square is offering free Christmas carols under their incredibly large tree (you can’t miss it). Make a quick stop in between your shopping.

Lumiere London is a must do post-Christmas, this light festival captures installations which transform our public spaces across the London through the work of local and international artists. An absolute must-see!

We’re putting together a very exciting event of our own in the New Year around adult soft drinks so be sure to watch this space for more details!


For more information please contact Triin Toldsepp on 020 7352 8322 or at triin.toldsepp@hainesmcgregor.co.uk

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