The global alcoholic
drinks industry is expected to exceed $1 trillion in 2014, according to
MarketLine. Market volume is predicted to reach almost 210 billion liters in
2014, a 10% increase in five years and the industry is characterized by increasing
fragmentation (with the three leading companies holding almost 40% of overall
market volume.) Alcohol marketing ranges from mass media advertising to
sponsorship of events, product placement, internet, merchandise, usage of other
products connected with alcohol brands, social networks etc.
So you think it would be
fun to work on an alcohol brand?
We have certainly had our share of experiences over the years with
brands like Mikes Hard Lemonade, Molson Canadian, Molson Dry, Rickard’s,
Creemore, Heineken, and Coors Light to name a few. This experience has taught us a number of lessons chiefly
that the alcohol industry is a crowded one.
You're fighting for
shelf space where people judge you by your label, it's highly regulated
(especially in Ontario and Canada,) and while alcohol marketing might sound a
lot more sexy than whatever you're selling, it's really, really hard work. But that doesn't mean you have a Super
Bowl commercial or buy a billboard to get attention or disrupt. There are a number of great examples of
clever creativity from alcohol brands - both big and small. For example:
Disruption
101: Make a spectacle of yourself
To celebrate their
"Anytime Ale," Austin Beerworks created a limited edition 99-pack of
beer for $99. At seven-feet long, this thing takes two people to carry out of
the store (if you can find it). Since they only released a limited amount of
these 99-packs, Austin Beerworks gave clues as to which grocery stores and gas stations
around town would have them in stock on their social media accounts. People
were lining up outside of convenience stores for hours to be the first to get
them.
The
lesson: Austin Beerworks didn't change
their product or spend a ton on advertising to spread the word. Instead, they
relied on the exclusivity to build up excitement and the spectacle of a
seven-foot-long box of beer to keep it going. Even better, a 99-pack of beer is
a perfect excuse to have a party and tell even more people about Austin
Beerworks.
Exclusivity
101: Send them a golden ticket
We've talked about
Maker's Mark's amazing Ambassador program before. It's all about helping their
biggest fans take ownership of the brand and take pride in talking about it.
When you sign up, you get your name on a barrel plaque. Once the bourbon in
that barrel matures, they send you a golden ticket for the opportunity to come
pick up your personal bottle from the batch and hand dip it in their iconic red
wax.
The
lesson: It doesn't get much more personal
than that for a distillery churning out mass quantities of bourbon every day. Your
customers love feeling a personal connection to your stuff, and Maker's Mark
proves you don't have to run a small shop to pull it off.
Gamification
101: Product as Conversation Starter
Did you know that Pabst
Blue Ribbon's beer bottles have playing cards printed underneath their caps? Or
that Lone Star bottle caps have riddles written on them? These aren't just fun
little gimmicks. They're conversation-starters. You can make a game out of the
PBR "cards" you collect or ask your friends to help you solve Lone
Star's bottle cap riddle (because they're not
always easy).
The
lesson: The more excuses (aka
opportunities) you give your customers to talk to other people, the more
they'll talk about your product.
