To simplify the issue somewhat, it can be said that at the end of the Design Week, participants go back home with one of two possible states of mind: either with fresh eyes filled with wonder or, to quote Munari, with the feeling that there are “more seats than bums”.
By Anna Managò
For years, big business has got the market used to ‘flat’ flavours and aromas, but now, thanks to a renaissance of interest in food and everything surrounding it, consumers are demanding a taste experience even from the world of beer. The buzz created in the market by craft beer has given rise to an unprecedented assortment of Italian draft and bottled beers. Yet too much choice, unclear information, confused communication, “experts only” market positioning and prices that can sometimes be out of reach risk alienating even greatly interested consumers.
So what does the future have in store for this exciting sector of the market? To get a better understanding, let’s take a step back and look at how the movement was formed.