Wine, spirits and beer sales have exploded during the COVID-19 pandemic.  "Total e-commerce penetration experienced 10 years of growth in just three months’ time (March — May)," according to Forbes.
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Allen Marketing Communications, Inc., a boutique NYC PR agency serving wine and spirits clients, stays abreast of industry trends to help liquor clients capture their share of market and share of wealth during this pandemic.  Here's what's trending for 2021.

“There has been a huge increase in awareness of alcohol e-commerce among US consumers, while some states have relaxed legislation to facilitate online sales and home deliveries. IWSR consumer research data shows that in the US, 44 percent of alcohol e-shoppers only started buying alcohol online in 2020, compared to 19 percent in 2019,"according to the IWSR (International Wine and Spirit Record).

Batched Cocktails quite simply allows an individual to "mix a large quantities of a cocktail, chill it and serve it, stress free."  During this pandemic, batched drinks have provided a lifeline for many struggling restaurants and bars because the owners can quite simply premade cocktails for individuals to purchase on the go.

Touchless Cocktail Menus will continue to gain in popularity during the corona virus pandemic.  Print cocktail menus will be tossed to the wind and savvy drinks will simply access a digital cocktail menu for their drinking pleasure.  Digital cocktail menus will make it easier for bar and restaurant owners to add new signature drinks.

Mocktails, quite simply, are non-alcoholic mixed drink made without alcoholic ingredients.  Although liquor sales have exploded during the pandemic, mocktails are an area for expansion for liquor companies looking to reach younger drinkers who have not come of age to drink.

TIkTok has become an influential social media platform to inspire first time drinkers to explore a new wine and spirit.   There are "approximately 350 million people who have downloaded TikTok, bringing global users to 850 million" according to Liquor.com.
"TikTok also introduced young users to flair bartending with pros like @annelise_bartender7, @valentinluca, @yochew13_ and @flairbartendress twirling bottles, juggling shakers, balancing tins on their elbows and perfecting the forehead pour," according to Liquor.com.

Other social media platforms such as Instagram and Facebook are very important to engaging and inspiring first time drinkers to sample a particular wine and spirit, as well as building loyal customers.  It is important to post at least two or three times a week to keep customers connected with the brand.  Creative content featuring stunning photos, easy to prepare recipes, and virtual tasting events are key to building brand loyal customers.

During the last year, there has been so much turmoil especially as it pertains to social injustice.  Corporate social responsibility presents an excellent platform for liquor companies to spotlight their efforts as it pertains to philanthropy, diversity and inclusion.  Savvy consumers often look at a liquor companies track record for helping those in need and it influences their decision to purchase a particular liquor company.

Our talented team of wine and spirits public relations professionals are here to help.  Give us a call.

By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.

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​It's a new year and a new beginning for those who work in travel industry.  And, there is hope for consumers looking to travel in 2021 with three vaccines to cure the COVID-19.

According to the Wall Street Journal, "coronavirus cabin fever, coupled with a burst of optimism over the vaccine, is sparking some big-trip dreams for 2021. High-end travelers are laying plans for bucket-list journeys to make up for lost time, injecting some light into a still-grim pandemic winter."

Dreamers will embark on a socially distant trip of a lifetime with proof of a negative COVID-19 test results and a corona virus vaccine passport.  Although there is still a lot uncertainty in the travel industry, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency, spotlights the key 2021 travel trends to help savvy destination marketers, hoteliers and travel suppliers get back on the road to recovery.

VR Tours (Virtual Reality Tours) will serve as inspiration for helping frequent travelers plan their next vacation.  It is an effective tool for travel providers to showcase the unique offerings for a particular destination, cruise, hotel or travel tour operator.
Basically, potential travelers use a VR headset to enable them to embark on 360-degree tour for a particular travel offering.  VR headsets are invaluable for help savvy travelers plan and ultimately book their next great adventure.

Travel Advisors will prove invaluable for savvy travelers with the itch to travel during this epidemic.  Since there is so much uncertainty in the travel industry and things are constantly changing with lockdowns, closings and delayed re-openings, a trusted travel advisor will prove invaluable as it pertains to flexible change fees for airline tickets, hotel stays and cruise vacations.

According to the Wellness Tourism Association (WTA), ‘Wellness Travel’ is described as, “travel that allows the traveler to maintain, enhance or kick-start a healthy lifestyle, and support or increase one’s sense of wellbeing.”  As we embrace the new normal, Wellness Vacations -- yoga, meditation and spa retreats -- will be vital to help individuals relax, rejuvenate and refresh the mind, body and soul after months of lockdown, quarantine and endless messages to social distance.

RV Vacations have exploded during the pandemic because it provides the ultimate escape and ample opportunities to social distant while traveling on the road.  For those who are not ready to venture abroad, RV vacations provide the ultimate socially distant vacation complete with your own kitchen, shower and bed.

"Americans' desire to travel safely has fueled RV owners' profits. Seventy-five percent of RV owners garnered more rental income than in 2019, a quarter of which have cited significantly higher income this year despite widespread shutdowns and travel restrictions.," according to RV Share.

Our boutique NYC travel and lifestyle PR agency is here to help.  Give us a call.