One in four millennials want spirit brands to become more innnovative in their marketing during COVID-19 and provide virtual fun during lockdown.
A study by Berlin Cameron, in partnership with research firm Perksy, found more than 25% of respondents would like brands to bring the bar experience to them in a virtual format.
Some brands are already testing the waters on virtual experiences.
In China, e-commerce platform JD has launched live nightlife entertainment online in order to boost drinks sales.
The live-streaming campaign “Online-Clubbing” (pictured main) has teamed up with Chinese record label Taihe Music Group and multiple international drinks companies, such as Budweiser, Rémy Martin, Carlsberg and Pernod Ricard.
Every week, JD invites musicians and DJs from Taihe to hold a three-hour live music show on JD Live, the live-streaming e-commerce section of the platform, and encourage viewers to purchase drinks at the same time as if they were in a nightclub.
During one of the live shows, the sales of imported liquor from a single partner brand increased by 70%, and sales of its whiskey products increased eight times compared with the same period on the day before.
In another session, beer sales increased by 40% compared with the same period of the day before.
Meanwhile, William Grant & Sons has opened 1887 Virtual Bar in Singapore, to support the bartending scene and provide virtual fun for locals.
Named after the year WG&S was founded, the platform will feature weekly guest shifts on Zoom, hosted by local bars and bartenders, accompanied by the regional brand ambassadors of Hendrick’s Gin and Glenfiddich.
Patrons of the bar can pledge to purchasing a digital cocktail from its featured menu – each bar will list four drinks – that can be redeemed from the bar once it resumes operations. William Grant & Sons will also match ‘donations’ dollar-for-dollar (up to $1000 a bar).
In Japan, brewer Japandemic Co organised a party via Zoom, with the company delivering its DD4D craft beer to the participants before the event.
According to Japan Times, the party was awkward at first, "but as people talked about their favorite types of beer, conversation, laughter and drinks began to flow".
“Everyone drinks the same beer and enjoys the same taste and flavour,” said Michibayashi, an office worker who has joined similar virtual parties with her friends and coworkers. “(Zoom) is an interesting tool for people who really love drinking to come together,” she said.
Share the content
