1. 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 |

2. 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 |

3. 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 |

4. 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 |

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

6. 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 | |

7. 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 |

8. 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. |