How can CI Group support in alcohol brand re-image?
26th July 2023
Over the past decade, consumers have undergone a profound shift in alcohol choices. Increasing health consciousness has driven a demand for low-calorie, non-alcoholic, and sustainable options. The craft movement has made people like unique, local drinks. Premiumization means people are willing to spend more on good drinks. Social media and global exposure have fostered a spirit of exploration, with consumers seeking diverse and exotic flavours.
Additionally, younger generations embrace inclusivity, influencing a surge in vegan-friendly and eco-conscious alcohol selections. These changing attitudes are redefining the alcohol landscape and reshaping consumer preferences.
Here at CI, we realise that every so often, brands want to re image themselves to fit into the current market. It’s a smart concept that allows for growth as well as a chance to reach different demographics. Here are a few reasons why alcohol brands are choosing to shift and change with the current times:
People are more worried about their health and want drinks with fewer calories, less sugar, and no alcohol. This has caused a higher demand for these types of beverages. This trend includes the popularity of non-alcoholic beers, mocktails, and other alcohol-free alternatives.
Craft beverages: The craft beer, wine, and spirits movement has continued to gain momentum. Consumers like special, locally made, and artisanal drinks because they enjoy the skill and different tastes these products have.
Sustainability: There is growing awareness of environmental issues, leading consumers to seek eco-friendly and sustainable alcoholic beverage options. Breweries and distilleries that emphasize sustainable practices and packaging have gained favour among environmentally conscious consumers.
Health and wellness-inspired cocktails: Bartenders and mixologists have adapted to the health-conscious trend by creating cocktails that use fresh ingredients, superfoods, and herbal infusions to appeal to those seeking healthier drink options.
Inclusivity: The industry has made efforts to be more inclusive by offering a wider range of options to cater to various dietary preferences, including vegan-friendly alcoholic beverages.
CI group can play a vital role in helping create a plan for capitalizing on new alcohol trends.
Market Research: Ci group can conduct in-depth market research to identify emerging alcohol trends, consumer preferences, and market opportunities. This research may include analysing data on consumer behaviour, competitor analysis, and industry reports.
Trend Analysis: By closely monitoring consumer behaviour, social media trends, and industry developments, we can identify and understand the latest alcohol trends. This analysis enables them to develop strategies that align with current market demands.
Target Audience Segmentation: We can identify and segment the target audience for specific alcohol trends. Understanding the preferences and characteristics of different consumer groups allows for targeted and more effective marketing campaigns.
Brand Positioning: Based on the identified trends, CI group can assist in positioning the alcohol brand or product to align with the preferences and values of the target audience. This might involve developing unique selling propositions and crafting a compelling brand story.
Product Development and Innovation: If the alcohol company is interested in creating new products to align with emerging trends, we can provide insights on consumer preferences and help refine the product development process.
Content Marketing: CI group can create engaging and relevant content, such as blog posts, social media content, and videos, that highlight the new trends and showcase the products in an appealing manner.
Influencer Marketing: Leveraging influencers who are aligned with the target audience and represent the new trends can be an effective way to increase brand visibility and credibility. Through our expert PR team, CI group can manage influencer partnerships and campaigns.
Digital Marketing Strategies: Through Roundtable, CI group can develop and execute digital marketing strategies, including search engine optimization (SEO), social media marketing, email marketing, and online advertising, to reach and engage the target audience effectively.
Experiential Marketing: Creating experiential marketing campaigns and events around the new alcohol trends can generate buzz and word-of-mouth promotion. We can design these events to showcase the brand and its products in a memorable and interactive way.
Performance Analysis: After implementing the marketing plan, CI group can monitor and analyse campaign performance using data analytics. This analysis helps refine strategies and optimize future marketing efforts. Collaborating with a marketing company allows alcohol brands to leverage their expertise, resources, and experience in navigating the dynamic landscape of alcohol trends.
Companies can improve their competitive advantage and connect with target consumers by aligning marketing strategies with emerging trends. For more information on marketing strategies for your alcohol brand, contact us now.