Best practices for spirits marketers Fuel WOM with influencers Use digital for discovery Tap into the emotional connections around moments that matter Give them a reason to splurge. Convey premium value and aesthetics in holiday season Engage with Interactivity |

Aligning with path to purchase Exploration/ Discovery Consideration Purchase/Preferred Brand Status WOM Experts: Mixologists, store tastings Gifting & Entertaining Packaging, Personaliztion Digital plays a role with recipes, ideas, research Engage Interactively Brand stories, authenticity Emotional Connections to moments that matter |

Fuel WOM with influencers Influence at a social level and in moments that matter Espouse experiences and celebrations Drive excitement through partnerships with well known mixologists Partner with other brands engaged in “moments that matter” Posting experiences when brand is consumed |

Give them a reason to splurge. Convey Premium value and Limited Edition Bottles Give them a reason to splurge. Convey Premium value and aesthetics in holiday season Premium Gift Sets Personalized Engraving |

Use digital for discovery Branded Content Moments of need: In-store search Online gift guides Branded Content: In-Store Search Entertaining Recipes | |

Engage with Interactivity Branded Content Digital ads with layers of interactivity Engage at higher level Use video and galleries to tell the brand’s story Provide offers to increase brand connection In-Store Search | |

Tap into the emotional connections around moments that matter Become part of the experience that personalize brand connections Evoke the emotion embedded in moments that matter Tequila at the Hispanic/Latino family Grappa and Grandpa |

Executive Summary Brand matters: There is a very high level of brand preference in the Spirits category both on and off premise. Implications for Spirits Brands; brands are built (and market share) before consumers/shoppers enter the premises. Aficionados build brand ambassadors: Knowledge of spirits is rapidly becoming social currency, especially among Millennials, who will order name brands as a way of impressing others. Millennials are more interested in top shelf brands than other age segments. Implications for Spirits Brands; on location “intelligence” matters. Living room lounge: The high level of brand loyalty and preference for off-premise consumption is driving the movement to “bring the bar home” Give them a reason to splurge: Presentation, aesthetics and personalization trumps budget when purchasing a gift. Presentation matters. |