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
- This article was published on Restaurant Business Online on February 20, 2020.
- An experiential concept from the UK has crossed the ocean to become a new brand in the US.
- Flight Club targets the millennial demographic, who say that when they dine out, they are looking for an experience.
- Flight Club has proprietary technology along with high-end food and drink and provides a unique experience.
- The menu focuses on shareable items such as mini tacos, tempura green beans, and shrimp dumplings. Drinks focus on local brews and spirits.
- The franchise currently has locations in Boston and Chicago, with new locations scheduled to open over the next two years.
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
- The Buyer, a site for the premium in-trade, published an article on January 29, 2020, about experiential marketing in the spirits industry.
- The interview was with Illy Jaffar, who helped pioneer experiential marketing for wines and spirits, starting with Pernod Ricard.
- During his time at Pernod, he pushed the boundaries in designing events for drink companies and marketing events.
- The interview included how he became the Head of Experiential Marketing and a description of some of his favorite experiences in experiential marketing in the spirit industry.
- Some of his events include Stolichnaya Rise Up and Chivas Studio.