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Beverages ranks 13th in our 2022 rankings. Top brands include Lavazza and Twinings—both are new entrants.
Beverages average Brand Intimacy Quotient score is 33.5, which is below the cross-industry average of 36.8. Industry performance is about equal to its performance in our 2021 study.
Indulgence remain the dominant industry archetype, and beverages ranks fifth overall for indulgence and fourth for nostalgia. Lavazza is the top industry brand for indulgence, while Canadian Club leads for nostalgia. The category declined across all stages of Brand Intimacy.
In comparing Lavazza and Twinings, we see a slight edge to Lavazza. It is stronger across identity, enhancement, nostalgia, and indulgence archetypes and the bonding stage. Twinings ranks higher for fulfillment, ritual, and fusing. Keywords for both brands include being delicious, while Lavazza is linked with flavor, Twinings is associated with refreshing.