Alcohol is one of America’s favorite past times. A relaxing dinner, a celebratory toast, or a night out with friends, alcohol tends to define the contours of social, as well as professional gatherings. A study conducted by the National Survey on Drug Use and Health outlined that 86.4% of people ages 18 or older reported that they drank alcohol at some point in their lifetime. Despite strict advertising and marketing rules, plus age restrictions, the alcohol industry is very much at the forefront of branding and digital reach initiatives. Crafting alcohol branding and marketing strategies, however, can still prove to be incredibly difficult.
Understanding the various restrictions that surround industries like alcohol is important to executing a sound strategy geared toward reaching a wider audience. With data-driven insights and defined audience personas, alcohol brands are better equipped to implement systems that help convert more customers. The rise of microbreweries and distilleries has created more competition within the market, making it imperative to explore various digital marketing funnels.
The Brandsmen craft alcohol branding and marketing campaigns aimed at amplifying brand voice through story development, design, content creation, and much more. Contact us today to learn more about our alcohol industry services.
The alcohol industry has remained an important part of American society both socially and culturally. The United States produces over 52 billion gallons of alcohol annually to include beer, spirits, and wine. That’s over 15% of the total beverage volume.
The Distilled Spirits Council of the U.S. noted that distilled spirits revenue increased by .2% from 2022 to 2023. This is an increase of $700,000,000. Total distilled spirits continue to rise year over year but have recently started to level off. According to the Bureau of Labor Statistics study, Americans spend about one percent of their gross annual income on alcohol.
While the consumption of alcohol has continued to incerase each year, even after a jump amid the 2020 pandemic, the way in which American’s are interacting with alcohol continues to evolve. More recently, U.S. consumers are shopping online with nearly 30% of all Americans and roughly 47% of US Millennials purchasing groceries from online retailers. In addition, the societal culture surrounding alcohol has continued to expand.
The shift towards online shopping is projected to grow in 2024 and has made e-commerce a crucial channel for alcohol marketing. Many consumers prefer the convenience of purchasing alcohol online. Companies are investing in sophisticated e-commerce strategies, including targeted ads, SEO, and partnerships with online retailers to boost sales and reach a broader audience
Many have noted the various subscription boxes that are applicable to the alcohol industry. A few examples are:
The industry outlook continues to look robust. The global alcoholic beverages market is projected to grow from USD 2,313.2 billion in 2023 to USD 2,527.0 billion in 2024, and is expected to reach USD 5,716.2 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 10.74% during 2024-2032
With upbeat, captivating marketing campaigns, these subscription boxes have changed how younger generations, who spend upwardz of 30 minutes per day shopping online, interact with alcohol products. In addition, 60% of Millennials reported that they prefer purchasing generic brands over name brands like Coors, Guinness, and Samuel Adams. This further exemplifies the importance of incorporating digital strategy into marketing campaigns in a marketplace saturated by big name brands. Standing out among the noise can be difficult if not working with the right brand messaging and distributing it to key audience personas.
No-alcohol products are outperforming low-alcohol beverages, with the no-alcohol category expected to account for over 90% of the forecasted total category volume growth. The volume of no-alcohol beverages grew by 9% in 2022, increasing their share of the overall NOLO market to 70%
Drinks Insight points out that smart technology is changing the alcohol industry. The alcohol industry is highly competitive. When technology increases efficiency and cuts costs, it gives businesses an edge over their competitors.
Every aspect of the manufacture, marketing, logistics, and new product development can profit from being increasingly tech-savvy.
What are the innovations on the horizon for the alcohol industry? Consider how moves to smart factories and robot workers, driven by artificial intelligence, are changing the industry. Automation is increasing efficiency, reducing production costs, and improving worker safety. Smart sensors have increased both the speed and accuracy of packaging.
An article produced by Shutter Stock asserts that branding for distilleries differs from beer and wine. Manufacturers of packaging and labels strive to make their designs stand out on a crowded shelf. Brand design is crucial in the alcohol industry as it not only differentiates products in a highly competitive market but also communicates the quality and story behind the brand. Effective design captures consumers’ attention, builds brand recognition, and creates an emotional connection, influencing purchasing decisions and fostering brand loyalty. Often a quality label design can end up being the sole reason a potential customer at a liquor store may purchase on spirit over another. The other main consideration factor is price or value based on the quality of liquid.
Many are searching for unique experiences, emphasizing value for their money in combination with great customer services. It is, therefore, important that an alcohol brand or company is able to focus heavily on making sure their customers are satisfied. Why? A significant proportion of millennials rely on online reviews before making purchases. According to recent studies, 99.9% of millennials read reviews when shopping online, indicating that reviews are crucial in their decision-making process.
Managing a brand’s footprint helps maintain identity and story. Similarly, through story creation and content syndication, brands can connect and resonate more deeply with their audience long-term.
The look and feel of the bottle itself have become almost as important as the contents. Manufacturers and brand designers need to consider how to package their brand being mindful of its customers. With an eye to healthier consumption, the company needs to market smaller packages and serving sizes. Promotion for important causes also helps consumers to make selections among like-brand products.
Cardboard boxes, etched images, and screen-printed logos aim to catch the attention of the consumer. As Dave Waite, founder and creative director of Zookeeper notes, the processes begin with the product name.
Label design and product packaging decisions are often as important as the ingredients used to create the product. The story of the birth of your product can be a great design and marketing tool.
There is an advantage in direct-to-consumer sales of alcohol. A brand should make it accessible to consumers shopping online. Consider even audience members who may not have heard or tasted a branded liquor product. Direct-to-consumer branding can boost sales in a highly competitive market.
Alcohol marketing and brand building is about utilizing technological tools to pronounce how a brand establishes itself within the industry.
In 2024, the five most important channels for alcohol marketing are projected to be:
This year social media is projected to continues to be a powerful channel for alcohol marketing due to its vast reach and engagement potential. Platforms like Instagram, Facebook, and TikTok are particularly effective for targeting younger demographics and promoting visually appealing content. Brands can leverage influencer partnerships and user-generated content to increase visibility and authenticity
Successful alcohol brands make effective use of social media like Facebook, Instagram, and Twitter. These free sites allow branding to play a much larger role in digital marketing. For one, social media allows brands to be more present and interactive day-to-day, giving them that B2C vibe that is hard to forget. Lifestyle brands are no longer limited to coaches, clothing, food, and mom bloggers. In fact, alcohol can very well intertwine itself in the fast-paced world of content creators, influencers, and complementary brands.
A University of Connecticut School of Medicine study by doctors Jonathan Noel and Thomas Babor highlighted the power of social media in alcohol advertising. Published in the Journal of Studies on Alcohol and Drugs, their research showed that alcohol advertisements on social media sites such as Facebook are effective when they have received positive, pro-drinking comments from fellow users.
Social media experts suggest effective strategies for using the Internet include focusing not solely on drinking but rather on outside life influences and “feel good” activities like music performances, sporting events, and large summer or winter gatherings.
Another strategy is offering behind-the-scenes and early-access offers to new products.
Engaging with those who make comments or ask questions is another effective social media strategy. Contributors want to know their comments are heard and appreciated.
Manufacturers frequently publish newsletters full of new product news, contributor photos, recipes, and tips. A website or blog that adds new content frequently drives traffic to the company’s site.
It is vital to keep opportunities for reader engagement simple, fast, and easy. If you make readers click to another site for content or access, you will lose over half of them immediately. Engage reads with a short video that goes directly into your Twitter feed or Facebook and you command immediate attention.
Content may take many forms: photos, video clips, podcasts, recipes, announcements, coupons, or invitations. It is crucial the content conveys your brand’s message.
Abandon traditional alcohol advertising. Those party scenes and tailgate party photos and videos once worked. Now it is more effective to link your site to a cooking site that uses your brand or to an event you’re sponsoring for a worthy cause. Avail yourself of opportunities to show how your brand is popular without making blatant self-aggrandizing claims. Personalize the company by showing special moments in the lives of the company’s employee family and fans.
People love free things. Offer discounts on fan gear of product coupons for demonstrated consumer loyalty. Provide prizes for original recipes using your product.
According to industry professionals inluencer marketing will need to be a key complent of modern alcohol marketing campaigns in 2024 and beyond. Collaborating with influencers who have a strong following and credibility can amplify brand messages and reach targeted demographics. Influencers can provide authentic endorsements and create relatable content that resonates with their audiences, making it an effective channel for alcohol marketingSocial media influencers have built a reputation for their knowledge and credibility and/or expertise on a specific topic. Consider the following questions when approaching influencer marketing:
Next, you need to decide whether you can afford to hire an influencer. How is this person going to increase your sales? How do you intend to track influencer effectiveness?
Your influencer must be chosen carefully. He/she should be someone who interacts with your niche market. They also must be a good fit for your industry and brand.
The influencer also must possess a documented ability to write the kind of content you need for your brand. The most successful influencer for fabric softener might—or might not—be an effective influencer for your product. You want someone who has a large following in your target market. This is the best way to promote your brand.
According to the Statista 2018 survey, there were more than 4,200 craft breweries and nearly 2,000 distilleries scattered throughout the United States. As such, many alcoholic brands are creating powerful content marketing campaigns allowing them to sell unique stories and experiences to audiences and consumers. In 2024, it is key for a alcohol brand markets to create content that tells a brand’s story or highlights unique aspects of the product is essential. This includes blogs, videos, podcasts, and interactive content that educates and entertains consumers. High-quality content can help build brand loyalty and differentiate products in a crowded market
The strategy surrounding content marketing relies on the creation of a journey. Customers are able to find aspects within a brand that clearly resonate or compel them to interact. Content marketing becomes an incredibly important piece of crafting sound digital marketing practices. Rather than promoting a product outright, wise brands are producing social media posts, blog pieces, influencer articles, and more to further identify with targeted audiences. A great example of an alcohol brand utilizing content marketing to promote the active outdoor lifestyle of their vodka can be found in this article: Why Switch Vodka is the Best Alcohol for Camping.
Marketing is less about selling. Content creation has evolved into a series of personal touches geared to convert at higher rates. Lead magnets are very much a top-selling point among alcohol branding and marketing campaigns.
Alcohol marketing and branding strategies lean heavily on digital experiences. With a wave of Millennials slowly rejecting parents’ preferred beer and wine options, alcohol brands have a fair chance of competing within the alcohol industry. Today, alcohol brands, like any other major retailer, are promoting products across a wide range of platforms like social media, email, website, content creation, and influencer marketing. Utilizing powerful brand messaging, video, and sophisticated technologies, brands can highlight key components of their journey or story, and exemplify key attributes that resonate with audiences nationwide.
Working with marketers like The Brandsmen helps alcohol brand companies ensure engagement online through unique design, content crafting, marketing strategy, and customer engagement. We help brands to manage their digital footprint long-term and stay ahead of the newest trends in digital marketing. For more information contact us today.
May 13, 2024Chief Operating Officer
Adam Scheid's marketing career took off in college, where he served as VP of Marketing for ASU’s community service fraternity and held key roles in the American Marketing Association. Graduating magna cum laude from WP Carey School of Business, he launched two businesses and completed internships with New Global Citizens and Cramer-Krasselt. Post-graduation, Adam became a senior partner at Jabbrag and Digital Marketing Director at 51 Blocks. Leveraging this experience, he co-founded The Brandsmen and Firewater Firm, establishing himself as a leader in alcohol marketing and branding.
Adam Scheid’s journey into the world of marketing began early, driven by an intrinsic passion that saw him building websites and mastering graphic design in middle school. His talent and dedication blossomed during high school, where he undertook graphic design projects for companies, coded websites, and created signage for his school’s rebranding. Adam’s innovative marketing campaigns earned him numerous DECA awards in Wisconsin.
In college, Adam’s involvement in marketing expanded significantly. He served as the VP of Marketing for ASU’s community service fraternity and held dual roles as the Director of Marketing and Director of Technology for the American Marketing Association, the largest college marketing organization in the U.S. His academic pursuits were complemented by two internships in digital marketing: one with New Global Citizens, a nonprofit focused on global education, and another with Cramer-Krasselt, the second-largest independent marketing agency in the U.S. At the same time, he cultivated his interest in the alcohol industry, working as a bartender during the summers.
Adam graduated magna cum laude with a BS in Marketing from the WP Carey School of Business, along with a certificate in international business. During his college years, he also launched two businesses: Music Venue Menu, which produced music videos for local artists and provided insights into the Phoenix music scene, and a skateboard company that innovatively combined traditional decks with longboard trucks and bearings.
After graduation, Adam joined Entourage Marketing as a Digital Marketing Specialist, where he managed all digital marketing channels. He then moved to Colorado and quickly rose to become a senior partner at Jabbrag. Following Jabbrag’s relocation to Seattle, Adam became the Digital Marketing Director at 51 Blocks, overseeing comprehensive digital marketing strategies, including hosting, social media, SEO, PPC, web development, and local listing management.
Leveraging his extensive experience, Adam founded Mountain Marketing Solutions. This venture later merged with Alex Vere Nicoll to form The Brandsmen, an agency specializing in premium digital marketing with a focus on the alcohol beverage industry. The Brandsmen rapidly gained recognition as one of Colorado’s top digital marketing firms, earning high reviews and numerous awards.
Building on The Brandsmen’s success, Adam co-founded Firewater Firm, a company dedicated to creating alcohol brands from inception through branding, distribution, and marketing. In this role he manages the creative direction bringing alcohol brands to life. Throughout his career, Adam Scheid has established himself as a leading figure in alcohol marketing and branding, continuously pushing the boundaries of innovation and excellence in the industry.
