Industry Specific Experiential Marketing News

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Experiential News Articles-Spirits Industry

Articles published in the last month about experiential marketing in the alcohol industry include a new chain of experiential drinks and darts called Flight Club, the rise of third spaces in the brewery industry, and a new category of drinks in bars.

How a UK Darts Eatertainment Concept is Finding a US Audience

How tech can help drinks brands keep audiences' heads up

  • This report on experiential marketing in the alcohol industry was published on The Drum on February 6, 2020.
  • The article describes recent experiences in the drink industry, including by the brands Brewdog, Schweppes, and Guinness.
  • The challenge in planning experiences is to engage the attendees and keep their heads up and off their smartphones.
  • Virtual reality and augmented reality are being used in experiences across the country.
  • For example, the House of Peroni gave attendees private light shows, while Bacardi and Virgin Atlantic collaborated to create a virtual cocktail bar.

Craft Brewery Marketing and Branding' More Important Than Ever,' Says Brewers Association Chief Economist

  • This article was published on the website Brewbound, a beer industry source for news and event information on February 10, 2020.
  • The article specifically discussed the fact that the drinking patterns of the millennial consumer have shifted to "third spaces" experiential locales where drinking occurs, but the experience is the main focus.
  • These third spaces, which include brewery taprooms and tasting rooms, reflect 25% of drinking events for millennials.
  • "We're going from a country where we used to go places specifically to drink, to now a country where you can drink everywhere you go, but fewer of them are specifically about drinking,"

A New Alcohol-Free Beverage Startup Wants You to Party Like It's 2020

  • An article on Ad Week describing the "spiritless cocktail trend" was published on February 5, 2020.
  • The goal of this movement is not necessarily to replace alcohol but to open a new category of drinks with "stress-busting, calming attributes. Ingredients like turmeric, ginger, citrus, herbs, hibiscus, and natural and man-made compounds are supposed to benefit your brain and work on your neurochemistry."
  • The drinks are designed "to provide a blissful buzz and elevate social experiences at the bar."
  • Examples in the brand Kin include Dream Light, a nightcap that promotes sleep, and High Rhode that helps to mellow out.

lly Jaffar on bringing 'experiential' marketing to drinks













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Experiential News Articles-Beauty Industry

Articles regarding experiential news in the beauty industry include Selena Gomez's new beauty line, Winky Lux's experiential displays at Target and Tyra Banks modeling theme park.

Exclusive: Selena Gomez Tells Us What Her Beauty Line's Next Move Is

DJ Pauly D Goes Through a Tube of Hair Gel a Month

  • This interview was published in The Cut as seen here on February 27, 2020.
  • DJ Pauly D is interviewed in his role as the new "face" of the göt 2b line.
  • Pauly gives a detailed description of the experience of doing his hair and why it takes him 25 minutes to get his preferred look.
  • He also discusses his Italian heritage, how the men in his family have the same type of hair, and how he expects to keep the same hairstyle even if he goes gray.

Winky Lux Rolls Out to Target Stores on Sunday

Tyra Banks' modeling theme park, ModelLand, is finally opening in Santa Monica

Mastering A Customer-Centric Strategy In The Beauty Industry

  • This article was published in Forbes magazine on February 21, 2020.
  • The article described three different strategies that brands can use to provide experiences for their clients in the beauty industry.
  • The first strategy is to leverage smart AI beauty tech solutions. This concept includes AI solutions like advanced skincare analysis, instant foundation shade matching, and AI-generated personalized product recommendations.
  • The second strategy described is to use AR for 'Try Before You Buy'. Brands are challenged to recreate realistic visual effects that deliver a personalized customer journey. For example, an augmented reality virtual makeup solution can help potential customers virtually try on 30 different lipsticks in 30 seconds.
  • Finally, Forbes discusses the concept of creating an omnichannel shopping environment. As consumer shopping behavior changes, physical stores have transitioned into a more digital and experiential space, which engages customers.














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