During the COVID-19 pandemic, liquor stores have been deemed an essential business. Research reveals “alcohol sales for the past three months have grown 27 percent,” according to CNN.
In fact “off-premise sales of spirits have risen 32 percent, while wine sales have increased 26 percent and beer sales are up 17 percent over the same period in 2019,” according to Wine Business.
Our boutique NYC PR firm understands that liquor promotion requires an integrated marketing campaign – media relations, cause-related marketing, social media, tastings (social distancing and virtual tastings) – to educate first-time and repeat customers about the unique look, mouth feel, flavor and notes of different spices.
Here are our tips for liquor marketing to build momentum and stimulate sales during the COVID-19 pandemic.
Cause-Related Marketing Program
Cause-related marketing programs are a very effective way for companies to support worthwhile charitable events and elevate the profile for their brands. During these critical times, many live events have gone online providing liquor companies with digital engagements – media relations, social media, online banner ads, email marketing and e-newsletters -- to expand a brands reach.
It is important to position liquor companies as good corporate citizens who advocate responsible drinking and who give back to their communities to help market and sell their beer, wines and spirits.
Media relations is still a highly effective tool for generate brand and consumer awareness through timely and topical press releases and pitch ideas.
It is a real testament to the quality of your brand when influential journalists spotlight wine, spirit and beer in print, broadcast and online media outlets. Reporters can educate consumers about the mouth feel, character, flavor, and hidden notes of different spices as it compares with other liquor brands and extol the benefits of selecting one brand over another brand.
Third-party endorsements for influential wine and spirits media are invaluable for moving the needle with your brand. Also, easy to follow cocktail recipes will also enhance your chances for editorial coverage in the media.
It is important to have a skilled mixologist on staff to develop creative cocktails recipes targeted for special occasions such as Valentine’s Day, Fourth of July, engagements and weddings, Christmas and New Year’s Eve celebrations. Recipes prove invaluable to drive sales for premium spirits.
Depending on a client’s budget, mixologist can prove to be influential brand ambassadors for television segments as they demonstrate how to create the easy to prepare cocktails featuring our client’s spirits.
Our wine and spirits public professionals are advocates for MAT releases featuring easy to prepare recipes to increase first time consumers to sample the wine and spirit.
Tastings are key for building loyal customers for our clients’ wine, beer and premium spirit. During the era of COVID-19, virtual tastings have provided an alternative experience to build loyal followers. Virtual tastings do require a bit of advanced planning to ensure the wine and spirits arrive at your customers home prior to any virtual tastings.
Social Media Outreach
It is vital for liquor companies post frequently on Facebook, Twitter and Instagram to inform loyal fans about new cocktail recipes, upcoming promotions, limited time offers, holiday gift ideas, and new products rolling out across the country.
Liquor companies have been resilient during these critical times. Our boutique NYC PR firm is here to help. Give us a call.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.