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Lamborghini celebrates female drivers with exclusive Sedona retreat

#SheDrivesaLambo by Lamborghini, Global

US – Lamborghini’s second annual #SheDrivesALambo retreat brought together 35 female clients in October 2024 for an exclusive, adrenaline-fuelled weekend in Sedona, Arizona. The event, aimed at celebrating women who own and drive Lamborghinis, combined high-octane adventure with luxurious relaxation.

Guests stayed at Ambiente, a luxury eco-hotel, while experiencing the thrill of driving various Lamborghini models, including the Huracán Sterrato, Huracán Tecnica and the track-orientated Huracán STO. Also on display were Lamborghini’s hybrid innovations such as the V12 Revuelto HPEV and the Urus SE Super SUV.

The three-day retreat included exhilarating activities, such as a UTV excursion through Arizona’s mountainous terrain and a final scenic drive through Red Rock State Park. Evening festivities featured live performances, offering attendees an opportunity to unwind under the star-lit desert skies.

Andrea Baldi, CEO of Automobili Lamborghini Americas, highlighted the event’s purpose, stating: ‘SheDrivesALambo celebrates the adventurous and passionate spirit of our female customers who choose Lamborghini for both its legacy and future vision.’

This event showcases how automobile players are innovating to capture new audiences, a topic we explore further in Not Your Parents’ Car.

Strategic opportunity

Create exclusive, experiential events that celebrate targeted customer segments to build brand loyalty and deepen emotional connections with high-value clientele

Wild Thingz challenges the sweets market with bold new rebranding

Wild Thingz brand identity by How&How, UK

UK – Wild Thingz, formerly known as Just Wholefoods, has undergone a full rebranding in a bid to shake up the organic sweets category with its unconventional new identity.

Wild Thingz offers organic, plant-based sweets that are free from artificial ingredients and have half the sugar of conventional sweets. The rebranding combines wholesome ingredients with an edgy, anti-establishment vibe: ‘Why does junk get to have all the fun?’ asks the brand, positioning itself as a playful yet health-conscious alternative.

The revamped look from How&How branding agency features a punk-inspired visual identity, with dark colours, a thorny logo and a Venus flytrap mascot sporting a mohawk. The packaging and brand voice reflect a rebellious spirit, calling out competitors for their artificial ingredients. Wild Thingz aims to stand out on shelves with the energy of a sinner and clean ingredient list of a saint.

In our Kids’ Snack Market report we analysed the re-imagined childhood classics and gastro gaming innovations that are shaping the future of the kids’ snack aisle.

Strategic opportunity

Health food brands should throw out the rulebook when it comes to brand identity or packaging. Embrace playful colour schemes, unconventional mascots and subversive brand messaging to make healthy choices more appealing to children

Tom Holland launches premium non-alcoholic beer Bero

Bero co-founders Tom Holland and John Herman, US

US – Actor Tom Holland has launched Bero, a premium non-alcoholic beer brand designed to celebrate balance without compromising on taste or quality.

Launched in partnership with John Herman and backed by Imaginary Ventures, Bero offers three signature brews: Kingston Golden Pils, Edge Hill Hazy IPA and Noon Wheat. Holland, who is on his own sobriety journey, positions Bero as a reflection of his values, offering a gold standard in taste and craftsmanship for a sober-curious audience.

Bero’s brand identity borrows from country clubs, capturing Holland and his friends swimming and golfing. Customers can join the loyalty programme Club Bero as a free member or become a Beromaster (£42, $55, €51 per year) to unlock tiered perks such as free shipping, discounts and exclusive Q&As with Holland.

Initially available in the US and launching soon in the UK, Bero prices start at £12.29 ($15.98, €14.75) for a six-pack.

The No-and-Low alcoholic beverages market is growing, driven by consumers re-evaluating their relationship with alcohol, a topic we explored in the Teetotal Trailblazers insight in our Gen Z Now and Next: 2024–2025 report.

Strategic opportunity

Challenge the perception of non-alcoholic beverages by promoting them as premium lifestyle choices. Emphasise craftsmanship, quality ingredients and sobriety as aspirational, appealing to consumers who seek balance without compromising on flavour or sophistication

Stat: Global business travel set to surpass pre-pandemic levels

Photography by Cottonbro Studio, Russia

Global – Business travel is poised to exceed pre-pandemic levels in 2024, with spending expected to reach a record £1.15 trillion ($1.50 trillion, €1.38 trillion), according to a new report from the World Travel & Tourism Council (WTTC). After being hit hard by the rise of remote working and virtual meetings, business travel is recovering faster than expected.

WTTC president and CEO Julia Simpson highlighted the resurgence, stating: ‘Business travel is not only back on track but recovering much faster than expected, highlighting the importance of face-to-face interactions.’

The US and China are leading the charge. Business travel spending in the US is projected to reach £362.2bn ($472bn, €434.7bn), 13.4% above 2019 levels, while China’s spending is expected to grow by 13.1% to almost £162bn ($211bn, €195bn).

Paul Abbott, CEO of American Express Global Business, emphasised the vital role of travel, explaining: ‘Companies value in-person connections more than ever, investing in business travel to drive growth and create winning cultures.’

Other factors contributing to the growth include blended travel that combines business and holidays, and the recovery of the meetings, incentives, conferences and exhibitions (MICE) industry, which has resumed in-person events globally.

In LS:N Global’s Bleisure Redefined report we examined the rise of the combined business and leisure tourism industry and how travel and hospitality businesses are responding to this trend.

Strategic opportunity

With Bleisure becoming popular again, travel and hospitality companies can create packages or partnerships to offer seamless work-life integration for business travellers