Alcohol brand promotions have always been challenging tasks in all corners of the world. Whether it’s wine, spirits, beer, or any category of alcohol, direct advertising may feel daunting. In addition, companies must adhere to rules and regulations that are mandatory.
Direct marketing restrictions and legalities have kept many alcohol brands out of the spotlight. Some major issues alcohol brands face are media censorship, prohibition on events, limited distribution, etc. All these factors come together and create problems for most alcohol brands regarding marketing.
But, this is the era of cutting-edge technologies, digital marketing, and revolutionary marketing techniques. So, the answer to promoting alcohol brands is through intelligent approaches.
Therefore, here at MegaWorxx, we practice state-of-the-art brand activation strategies. We arrange exhibitions, events, use marketing technologies and all the latest trends. As a result, MegaWorx has become the leading brand activations and bespoke events agency in South Africa.
Can we advertise alcohol?
The question that troubles all the alcohol brands is can we advertise alcohol? The Liquor Act restricts promotions of liquor or methylated spirits falsely or misleadingly or in a manner intended to target or attract minors. So then, how do alcohol companies promote their product? The answer is they advertise it in responsible ways.
All the platforms of alcohol brand promotion must follow:
- People under the legal drinking age should not be targeted with marketing strategies.
- The advertisement shouldn’t promote irresponsible consumption.
- It shouldn’t portray alcohol consumption as essential for enterprise, social, educational, athletic success or peer acceptance.
- It should not highlight the health benefits of liquor.
- It should not encourage pregnant women to consume alcohol.
- It shouldn’t portray aggressive, damaging, or antisocial imagery.
- There must be clear warnings and messages in labelling and advertisements for alcohol.
Following these and devising smart strategies are the most effective alcohol brand marketing strategies. It avoids targeting underage people, aggressive behaviour, and encouraging the use of alcohol. Abiding by rules and regulations and creating the right creative promotions for their brand is the goal of alcohol brands.
Ways to Approach various Groups
There are various age categories, and you can approach them differently according to the law. However, these ways can help you build and execute best alcohol brand marketing strategies.
Some of the ways to do it are:
Gen X
People born between 1965 and 1980 have witnessed the transition from old times to technological advancements and make up most of the population. When executing strategies, you can be upfront with them by using messaging and handles they prefer.
Millennials
These people, born between 1981 and 1996, know everything about technology, social media, and trends. Therefore, you must agree with their updated approach, thoughts, and use of social media for creative strategies.
Gen Z
They were born between 1997 and 2012, and most of the group is under the legal drinking age. So, direct advertisements and irresponsible marketing near them are prohibited. Instead, you must be responsible and engage in an indirect promotion.
How to promote alcohol?
After following all the laws and regulations, the persistent question is how do I promote my alcohol brand. Well, here are some smart strategies and alcohol marketing examples for growth.
Based on your target audience and the nature of the alcohol, we devise a strategy that suits you. Creating brand awareness through customised solutions and using top techniques is our way. Some of our approaches are:
Deploying a Brand Ambassador
Alcohol brand campaigns have changed and become more creative after the pandemic. As a result, giving a fresh face to your brand is very crucial. Our well-trained brand ambassadors put a friendly, influential, and convincing face to your brand. This approachable face can engage with customers directly, answer questions, and give free samples. This effective strategy will boost the credibility of your brand.
Organising Brand Activation Events
The answer to how we can increase alcohol sales is through various methods; one such way is organising brand activation events. If you want to gain a large customer base, you must first find them. We can organise budget-friendly, customising brand activation programs. We narrow down all the events where the sale of alcohol is permitted and have a big target audience. For example, these places can be large liquor stores, liquor expos, trade shows, and other events.
Point of Sale Marketing
Displays at the point of purchase can greatly influence customers. Some of the ways to create these mind-blowing in-store retail displays are:
- Create a “store within a store” like a vendor shop in the outlet for enhancing particular products
- Banner stands and freestanding displays look great and attract customers.
Arranging Outdoor Advertisements
Outdoor advertisements in the form of branded trucks and branded containers are effective ways to create brand awareness. Also, you can arrange tasting events and invite legal-age people to taste them. This will give you consumer and competitor data, feedback, and information. Also, it will popularise your brand.
Cocktail programs are cost-effective and the best alcohol promotions for brands. In addition, you can arrange competitions and invite legal-age people or professional cocktail experts.
These competitive marketing tactics are carefully analysed and implemented based on the rules and regulations. As a result, we ensure market demographics, locations, preferences, and spending habits and create incredible campaigns.
So, to indulge in responsible and creative promotion for your alcohol brand, contact MegaWorxx now!
