Those of a certain age with a long memory will recall Reggie Perrin conjuring up an image of a prancing hippopotamus every time there’s mention of his mother-in-law (they were different times). There will be many ambitious members of the drinks trade who will probably sympathise, after being faced with a boss who claims to “not get digital” or “social media” and prefers to carry on with the way things have always been done. Thanks to Covid-19 even these so called “Hippo” bosses have had to wake up to digital and finally start investing in an online strategy. Richard Siddle analyses what this might mean for the drinks and hospitality sectors.