18th June | Nicole Kennedy back

The UK’s Under-16 Social Media Ban: Why brands should still be paying attention

Unless you’ve been living under a rock, you’ll have seen the UK is set to ban under-16s from social media early next year. And yes, if your first reaction as a marketer is, “Not our audience, not our problem” — then, well, we understand why. We get it. We don’t market to under-16s for our clients. We don’t build campaigns for them. We don’t speak to them directly across any of our channels. We debated even bothering to comment on this ourselves to be honest. But ignoring it completely? That feels like a miss. Because this isn’t just a change to policy. It’s a change that will have a far-reaching impact on behaviour. And in our world, behaviour is everything.

This isn’t about today’s audience. It’s about tomorrow’s customers.

Let’s start with the obvious. Today’s under-16s become the 18-25s, first-jobbers, first-time buyers and brand switchers of tomorrow, i.e., the people we’ll all be billing as ‘Gen something or other’ and calling our ‘bullseye’ in next to no time. What they see now, where they spend time, who they trust and how they communicate will shape what they expect from brands later. So if a generation grows up with less access to mainstream social media platforms (or at least, access that’s more limited, more fragmented, or happening in totally different spaces) — that changes what feels normal. They’ll probably be far less used to polished brand feeds. More used to private groups. More influenced by close circles than big public trends. And most importantly, they’ll discover brands in different ways. That matters. Maybe not in a “stop everything and rewrite the strategy deck” way, but it is one to keep an eye on, because it could quietly change the rules.

The big unknown – where do young people go instead?

This is the bit brands should be watching closely. Because tightening up access obviously won’t stop the behaviour, it’ll just play out elsewhere. So the real question isn’t just, “what will under-16s be blocked from?”. It’s, “where will they go instead?” We could see more traction for private or semi-private platforms. Gaming environments becoming even more important. Messaging apps playing an even bigger role. New social media platforms popping up to fill the void. Because of course they will (teenagers aren’t exactly famous for seeing a boundary and thinking, “Yeah fair, I’ll accept that”.) None of this is guaranteed. But none of it feels wildly unlikely either.

The brand impact might be slow, but that doesn’t mean it’s small.

Even if brands aren’t talking to under-16s directly, this could still change the landscape in three key ways. ‘Youth culture’ may become harder to see If more conversations happen in closed spaces, brands will get fewer public signals, i.e., trend spotting gets trickier. Influence becomes more scattered There may not be one obvious “youth internet” to watch. Instead, there could be lots of smaller spaces, each with their own language, jokes, creators and rules. Brand discovery could change Fewer open social touchpoints may mean less passive exposure to brands. Discovery may rely more on friends, creators in closed communities, gaming spaces, messaging groups, or things that start offline and spread online. Basically, the top of the funnel gets that bit messier.

So what should brands actually do?

At the very least, not bury their heads in the sand. This is one to watch closely. For us, that means staying on top of – Where younger audiences are *actually* spending time (not where we assume they are) Smaller platforms that could suddenly become much bigger What makes content worth sharing when not everyone is hanging out in the same public places

One last thing.

Ultimately what matters is making sure we have some understanding of the world today’s under-16s are growing up in. Because in a few years’ time, it’ll be them deciding which brands feel relevant and which platforms they care about (and which comms feel like they were written by someone who last logged on in 2014). And by then, it’ll be much harder to catch up. To read more from R&T about the latest on social media and why it’s no longer enough to just ‘be there’, check out this blog.

   

16th June | Alex Cook back

Why Relevance is Luxury Drink’s New Status Symbol

When Dom Pérignon staged a live performance with Tilda Swinton inside the Guggenheim Bilbao the other week, it wasn’t just another luxury collaboration. It was a sign of where luxury is heading. For years, premium drinks brands have relied on a familiar formula of heritage, craftmanship and exclusivity. The harder something was to access, the more desirable it became. But the rules are changing. People are drinking less. They’re more selective about where they spend. And when they do part with their money, they expect more than a premium label and a nice backstory. For today’s young and affluent, status isn’t defined by what you own. It’s about where you are, who you’re with and what you’re doing – being part of the moment and being able to say, “you had to be there”. That’s why the smartest drinks brands aren’t just showing up in culture, they’re finding ways to become part of it.

The Soundtrack to Status

For luxury brands wanting to drive relevance, music remains one of the fastest ways in. But consumers can spot a transactional partnership a mile away. The collaborations that work feel authentic because they already belong in the conversation. We’ve seen this firsthand through our work with Havana Club. As part of the brand’s evolution for a new generation of drinkers, it partnered with artists such as Skepta, Burna Boy and Bad Gyal on a series of limited-edition bottles. These quickly became sought-after status symbols and not simply because they were dripping with diamantes or leaned into Afro-Latino and street culture aesthetics. They resonated because they reflected communities, identities and influences that already mattered to Havana Club’s audience. This same thinking has shaped our approach to sharing Havana Club’s story more broadly. Last year, we hosted the brand’s first luxury lifestyle press trip to Havana, bringing together journalists from Forbes, Cosmopolitan, Citizen Femme and Schön!, alongside culturally influential titles such as Hypebeast and GRM Daily. Rather than focusing exclusively on the liquid, the experience immersed guests in Cuba’s music, art, architecture and creative communities. The resulting coverage told a rich story about Havana Club’s roots and values which drinkers could connect with, reinforcing the brand’s place within contemporary culture.

More Than Just a Bottle

The worlds of spirits, art and design are becoming increasingly intertwined. Today, some of the most desirable bottles aren’t just consumed. They’re collected, displayed and talked about as cultural objects. We’ve seen brands such as Don Julio collaborate with Peggy Gou and Hennessy work with some of the world’s most influential artists and designers. In each case, the bottle becomes a canvas. A good example is The Dalmore Luminary series, which brings together internationally renowned architects and The Dalmore’s master whisky makers to create ultra-rare single malts housed within striking sculptural works. These one-of-a-kind creations are auctioned to collectors, with proceeds supporting V&A Dundee. Working alongside The Dalmore team, we helped bring Luminary to luxury, design and spirits audiences by positioning the programme at the intersection of whisky craftsmanship, architecture, collectability and philanthropy. In doing so, we broadened the conversation beyond the liquid itself. That’s what makes partnerships like Luminary so powerful. The whisky remains central, but the story resonates far beyond its category.

Front Row to Courtside

The same people attending Fashion Week are watching Grand Slam tennis. They’re spending weekends at music festivals, collecting art, travelling globally and seeking out new hospitality experiences. The elite and aspirational move seamlessly between these worlds, and the smartest drinks brands are following suit. We’ve seen this through House of Tequila’s sponsorship of the Australian Open, where our client, Altos, became the tournament’s first Official Tequila. Rather than relying on traditional sponsorship mechanics, the partnership centred around Casa Altos: an immersive hospitality destination on the Grand Slam Oval offering premium cocktails, curated experiences and a social space designed to be part of the wider tournament atmosphere. It’s no surprise then, that Dom Pérignon also activates in the sporting arena – from private jets experiences at the Masters to luxury lounges at Premier League games – the champagne brand naturally cohabits in the same interconnected worlds of fashion, sport and hospitality as HNWIs.

Modern Luxury

When it comes to luxury drinks, rarity, quality and provenance are still vital, but they’re no longer enough on their own. The brands cutting through are finding credible ways to participate in culture and giving people a reason to care and connect beyond the liquid in the bottle. Because in 2026, the most aspirational luxury brands aren’t necessarily the most expensive – they’re the ones people are genuinely talking about. If you’re looking to create meaningful connections between your brand and today’s luxury consumers, get in touch with the R&T team.

21st May | Laura Martin back

FROM SPRITZ WARS TO SLUSHIE SERVES: WHAT BCB LONDON TOLD US ABOUT SUMMER DRINKING TRENDS

The recent BCB London brought together the bar and beverage world for two days of spirits, sampling and some serious trendspotting. With a mix of established names and emerging producers, it was a great temperature check for where drinks culture is heading next. From gin brands fighting their way back into the conversation, to spritzes and slushies stealing attention, and agave spirits showing no sign of slowing in the UK, here are the trends that caught our eye.

IS GIN GEARING UP FOR A COMEBACK?

Gin had its moment. Actually, it had several. There was the craft gin boom, the pink gin boom, the flavoured gin boom, and then a bit of gin fatigue. But at BCB London, there were signs that the category, which has of course never totally gone away, could make yet another ‘comeback’. Smaller producers in particular seemed focused on giving gin a new reason to be talked about. Colour-changing gins, aged gins and more were all being used to bring fresh energy into a category that consumers may feel has been done to death. But one thing that’s clear is that gin’s comeback won’t be built on nostalgia. It will be built on reinvention.

IS IT TIME FOR APEROL TO STEP ASIDE?

Aperol has ‘owned’ summer for years, but if BCB London was anything to go by, it’s got some seriously hot competition. Spritzes were everywhere. Classics like Aperol and Campari were rivalled by Paloma Spritzes, Sarti Spritzes and even non-alcoholic aperitifs. What was once almost a one-brand serve feels like a format that everyone is getting in on. It makes sense. The spritz is simple, sociable, and feels both premium and accessible. It works for afternoon, early evening and low-tempo drinking. It also gives brands an easy way to tap into real consumer behaviour, while bringing something new to the glass. In short, the spritz isn’t going anywhere… but the category is becoming less of a one-horse race.

DID SOMEBODY SAY… SLUSHIE?

Spritzes are the polished summer staple, but slushies are bringing the fun factor. Right now, the two seem to be battling it out for the serve of the summer. Rum, whisky, tequila – you name it, someone had frozen it. We spotted slushies across several stands, including Coca-Cola Mix, Teeling Whiskey and Equal Parts x Brown-Forman UK, proving that the frozen favourite is moving beyond nostalgic novelty and into something with real menu potential. Could slushies rival spritzes as the summer drinking top pick? Possibly.

AGAVE’S STILL MAKING GAINS

Shotting is out, sipping is in. Recent headlines show that tequila is only continuing to gain momentum, with spicy margs, palomas and even the simple tequila & tonic helping to make it one of summer’s hottest spirits. And if tequila is proving more popular than ever, mezcal is just getting started. The next challenge will be making its discovery feel accessible rather than overly specialist. At BCB, brands were using their space to educate, build intrigue and lean into flavour, craft and provenance.

CALVADOS IS READY FOR REDISCOVERY

While agave spirits were everywhere, Calvados is just starting to regain presence. For a long time, Calvados has suffered from being seen as too traditional or niche, but that could now be a strength. As consumers look beyond the obvious and bartenders search for ingredients with depth, provenance and a point of difference, Calvados is reintroducing itself. The trick will be modernising how it is talked about and served. Less dusty digestif, more cocktail-friendly, food-pairing, provenance-rich spirit with character.

IT’S ALL ABOUT THE EXPERIENCE

One of the biggest things we noticed was how the brands with the budget to do so were recreating the on-trade experience on stand. Signature serves, bar-style activations, bartender-led storytelling and menu inspiration all played a role. The strongest stands helped visitors imagine not just what the product tastes like, but where it fits: on a menu, in a venue, during a specific occasion, in the hands of a specific drinker. It’s a reminder for any drinks brand – experience is a great sales tool.

THE R&T TAKE

The real takeaway for brands is that liquid alone is no longer enough. The strongest drinks companies were not just talking about taste. They were building stories around serves, occasions and experiences. They created a reason for people to care. Why now? Why this serve? Why this occasion? Why should a bartender add it to the menu, a journalist write about it, or a consumer choose it over something they already know and love? That’s where we can support. The right PR strategy can turn a product into a talking point, a serve into a summer trend and a heritage category into something that feels relevant again. It can help brands own occasions, build bartender advocacy, educate consumers without overcomplicating things, and create stories that travel beyond the trade show floor and bring a brand to life in a way people *actually* want to talk about. We know cut-through comes from connecting product, culture and occasion. Whether it’s helping a challenger take on a category leader or turning a serve into the drink of the summer, the job is the same: give people a reason to care, talk and try.