We’re here to raise your spirits.

In need of a happy hour? We’re here to raise your spirits with FOUR tips and tricks to effectively market spirits, as pulled by our marketing strategists:

1. Understanding your target audience.

Understanding your target demographic in spirits marketing is vital to your brand’s success, as recent studies show that different age groups, genders, and generations hold vastly different drinking preferences. For example, don’t let younger generations trick you when it comes to the alcohol they prefer. Recent studies show that millennials specifically tend to not drink like their parents – instead, they opt for something “new” or “high-quality”. Why is that? Millennials are health-conscious buyers, and unlike their parents, are willing to abandon the classics and opt for an organic, specialty ingredient seltzer.

Another trick to understanding your audience would be to not overlook your female demographic. The spirits industry has made errors in the past when it comes to targeting based on gender. For example, the whiskey industry has labeled itself as a “man’s drink” and mainly targets men, however, women account for 35% of whiskey drinkers. To put this into perspective, in 2020, the world’s leading whiskey brands posted 3,896 images that feature men, and only 1,707 including women – meaning their posts include 228% more images of men than women.

Check out Ritual’s Instagram as an example, where it’s obvious that women are included in their demographics:

2. Have strong eCommerce.

Don’t trick yourself by assuming consumers will stay loyal to your brand in 2021. 76% of consumers would consider purchasing spirits online (shipped directly from distillers to them) and 45% have already begun purchasing online. Being online can make all the difference in the spirits industry. In fact, US e-commerce is on track for its first $1 trillion year by 2022. With consumer loyalty and retention diminishing, you don’t want to make it harder on your consumers by limiting your brand to the liquor store shelves.

Creating a website with strong e-commerce can help you increase awareness (reach more consumers), expand upon your story-telling (not everyone can go to Napa Valley, so bring Napa Valley to your consumers online), and increase profits (upsell, bundle, subscription!).

The ‘Loverboy’ brand, a new popular spirits brand that features sparkling hard-teas and premium craft-canned cocktails, has boomed in popularity across the United States overnight. Despite the hefty price tag for their premium drinks ($69.00 for a 12 pack of their variety spritz), the website welcomes consumers with an easy-to-navigate buying process. Their e-commerce is the key to their overnight success, as the brand is only available in fifteen states – allowing for sales with consumers in states that they are unable to sell in yet. Another digital pro-tip (as seen on the Loverboy website) is a first-party-data capture form that prompts out-of-area consumers to fill out the form to be notified once Loverboy makes it to their state.

3. Social Media Marketing.

Did you know that social media interaction with alcohol brands is up 327% in 2020? Don’t trick yourself by skipping out on social media. While alcohol advertising rules vary from country to country, in the United States, some leading brands have made the most of social by using platforms to engage with consumers and spread brand awareness. For example, the average Instagram engagement rate for beer, wine, and liquor brands is 1.53% (brands in the top percentile for engagement saw engagement rates of 2.85%). Additionally, data shows that social media users are five times more likely to purchase alcohol online versus those who do not use social media, meaning social media can help drive your brand’s eCommerce success.

Additionally, social media can help in shaping a brand’s visual identity while strengthening brand messaging and tone. For example, Kendall Jenner’s 818 Tequila has grown in popularity nationwide, solely starting out on social media platforms. The 818 social media platforms tell a story, convey brand news that consumers are interested in (such as sustainability methods, how their tequila is made, etc.), tease new products, and keep the branding consistent (such as color palette, visuals, videos, messaging). In the two months since the launch of Kendall Jenner’s 818 Tequila, the brand’s sales have already exceeded the figures forecast for its first two years of business – cheers to that social content!

4. Product Placement.

Four our fourth and final trick, we’re going to take you back to the classics: product placement. While it may seem obvious that product placement is key to your marketing strategy, in spirits it can bring your product closer to your target consumer. While we have witnessed a substantial uptick in alcohol product placement in media and movies, we give kudos to spirits brands who place their product within areas or events that are more specified to their target audience.

For example, let’s look at Woodford Reserve’s recent product placement efforts. In addition to their product placement in media and films, they have also found success in their niche audiences: Delta flyers and Kentucky Derby attendees. While there is elevation in collaboration, the partnerships formed between these “luxe” brands and events speak to the Woodford Reserve’s brand attributes and have altered the “perception” of the brand. Not only has Woodford Reserve elevated their product through these partner placements, but they have also created an experience for specific consumers that fall under their niche categories.

It’s always happy hour at ENPOINTE – don’t miss a drop.

Don’t let your marketing strategy get you down, we’re here to raise your spirits. At ENPOINTE, we’re built differently than most agencies because we are structured around the core marketing process most brands use to take their product or service to market. You’d be hard-pressed to figure out where our team ends and our clients’ team begins, as we operate a true extension of your team. We can take a new product launch through the entire process, or we can jump in at one part of the process – wherever you need us. If you are interested in crafting a strategy as unique as your product, reach out to ENPOINTE today, where we support all spirits marketing needs.

Sources(s): Kantar, Distill Ventures, Our Whisky, IWSR, TechCrunch, Loverboy, Woodford Reserve, Distilled Spirits Council of the United States, Forbes, CatAlpha, The Spirits Business, Ripples, 818 Tequila, Ritual