Our free 28 page whitepaper will provide you with actionable insight to leverage online and mobile marketing to attract new customers to your alcohol brand.
Compiled by our senior digital strategists and packed with real-life case studies, How to use Online & Mobile to Influence Alcohol Purchasing Decisions explains:
- Market, demographic and purchase trends
- How to use social storytelling, social media channels, outreach, paid and organic search, and display advertising
- The online/offline split, Apps, and the future for alcohol marketing
How to use Online & Mobile to Influence Alcohol Purchase Decisions has been compiled for beer, wine and spirit marketers to help them maximise digital to reach new audiences, and convert them into customers.
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Falling sales, falling consumption levels and growing competition. Wherever you look, it seems that the alcoholic beverages market is having a tough time. Some say it’s the rise of Millennials, some blame the economic and political markets, and some say that drinking is just going out of fashion.
Whatever the case, in order to maintain and grow market share, it is vital for alcohol brands to re-learn how to connect with their customers through ever-changing marketing channels. Those that fail to do so risk being left behind.
In 2016-17, the domestic consumption of alcohol is expected to reach its lowest level for 50 years (IBISWorld). Traditional drinks, like wine, appear to be going out of fashion, whereas new brands of beers, gins and whiskys are growing in popularity.
Wine seems to have taken the worst hit, with sales falling around 2%, despite the growing popularity of sparkling wine and prosecco (Nielsen’s MAT). Similarly, spirits have also had a poor year, with rum (-1.5%) and vodka (+1.1%) just about holding steady.
Despite this downhill trend, some clear winners have emerged as the ‘drinks of the moment’. The stand-out performers last year were craft beer (+14.1%), gin (+12%), and whisky (+4.6%), which have, in turn, influenced growth in both the hard cider (+9.6%) and hard soda (+6.7%) markets.
All of this paints the picture of an evolving marketplace, with consumers’ preferences of drink type shifting and product demands following.