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.
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.