Once Upon A Time ….Alcohol
Why Storytelling Matters for Alcohol Brands
In the alcohol category, possibly more than any other, BRAND is absolutely everything. And the key way in which alcohol products deliver brand is through storytelling. Even new brands will rapidly develop and amplify brand stories built upon, but going well beyond, product truths.
Heritage and provenance are the most common levers to pull on. Think of the direct way this is expressed by many Scottish malts, Russian vodkas or Mexican tequilas. Or the indirect and metaphorical way it informs the expression of (Latin) Bacardi, (French) Grey Goose, or (Danish) Carlsberg.
Need-states and seasons are also often centres of gravity for alcohol brands. Think of the drinks for party, for reward and special occasions, for relaxation or for coming together. Think how closely Aperol is associated with the Mediterranean sun, Coors Light with winter adventure, or Baileys with cosy winter nights in.
And finally the manufacturing process can be a key touchstone for brand – the number of filters, the unique brew, the special ingredients, a new focus on sustainability / health / fairtrade / additive-free. And there’s no bigger NPD trend at the moment in alcohol than the proliferation of low/zero options to fulfil the responsible enjoyment we all aim for and the desires of an increasingly sober younger generation.
Alcohol And Experiential:
Expressing these carefully developed and defined stories is a natural fit for experiential marketing – the brand can really go to town in creating a brand world, and the consumer can explore as deep or shallow as they want to. We know that storytelling builds long-term loyalty, and this in turn is enhanced by experiential – in a recent survey 75% of consumers felt more connected to a brand after an in-person brand experience, compared to only 50% after a virtual experience (Agency EA 2022 study).
There are a number of strategic ways in which experiential can relay or enhance this storytelling:
1. Multi-Sensory Experiences:
Actually getting your hands and taste buds on the product is an essential way to discover and experience the brand to build loyalty. Whether this is at destination vineyards, breweries, and distilleries, or at pop-up bars and interactive installations. And the rapid evolution and commercialisation of new AR and VR technologies mean we no longer even have to physically visit.
The type of immersive ideas pioneered by Bompas and Parr have influenced a whole generation of sensorial experiences by many brands – maybe their most iconic was the 2015 breathable cocktail experience in Borough Market with a walk-in cloud of vapour claiming to encourage ‘breathing responsibly’ by drinking 40% less to achieve the same level of intoxication.
2. Serves and Mixology Expertise:
Establishing iconic rituals and ‘serves’ are a key way of brand building in the alcohol category – from Schweppes’ 'The Secret of schhh' to Corona with a lime wedge. The master of this is Guinness who’ve long promoted the concept of the perfect pour, built on this through off-trade with the widget, and more recently have achieved virality with ‘split the G’.
These memories are built over time through engaging education and experiential is the perfect way to enhance this through attendees and the content they go on to share. Tasting events, mixology masterclasses, new variant launches – all play a part of informing the consumer of the ways of the brand. And probably the best example of this are the many experiences Hendricks Gin have created over the years to reinforce their key brand aspects – the intrinsic serve with cucumber, and the extrinsic brand world of surreal Victoriana.
3. Collaboration:
Cutting through the media noise is increasingly difficult and often the best way is to piggyback on cultural momentum or an existing audience and press focus.
Exclusive occasions such as fashion show partnerships, sporting events, film festivals or ski seasons have always been a staple of the alcohol brand calendar. From Moet at the Golden Globes, Budweiser at the World Cup, to Heineken’s ‘Green Room’ global program that delivers exclusive engaging experiences at festivals.
The Impact of Storytelling on Brand Success
These are the key strategic ways in which experiential enhances alcohol storytelling to move it from ‘a drink’ to ‘an artform’. After all, alcohol itself is about creating and amplifying moments of joy, escape, excitement, adventure and relaxation so experiential marketing is a natural fit. And crucially delivers that premium edge and a higher price point!
Written by Martin Severs and Eloise Baker-Hunter
For our hungry readers:
NAAQ9EGSM97DNB2X NAAQ9V3JPEM5EJ3K NAAQ93SXNCYRNUKZ