On September 20, 2023
In the ever-evolving world of craft beverage marketing, where authenticity and connection are key, brands are continuously seeking innovative ways to engage with consumers. Crafting experiences that resonate with your audience, tell your brand’s story, and create lasting memories can set your brand apart. Welcome to the world of experiential marketing activations, where craft beverage companies can create lasting impressions and forge deeper connections with their audience.
At High-Proof Creative, we understand the value of experiential marketing, and in this blog post, we’ll explore why it’s an invaluable component of your craft beverage marketing strategy.
What is Experiential Marketing?
Experiential marketing is focused on creating immersive, memorable and hands-on experiences for consumers. The term is often used interchangeably with brand activation, event marketing, live marketing, participation marketing and brand experience marketing. At its core, experiential marketing goes beyond traditional advertising and marketing methods by allowing consumers to immerse themselves in the brand and interact directly with its products to create a deep and lasting connection.
In the craft beverage industry, experiential marketing often involves live events, pop-ups, product demos, interactive installations, and other in-person experiences. With the rise of virtual technologies, hybrid and virtual experiences can also be a dynamic addition to engage a wider audience, transcending geographical boundaries and creating immersive digital connections with consumers.
Let’s delve into some examples of impactful experiential marketing activations that can elevate your craft beverage brand. From outdoor adventures to championing meaningful causes, fostering sustainability and forming collaborative partnerships, these strategies go beyond traditional marketing approaches to create memorable connections with your audience.
If your brand has an adventurous spirit, organize outdoor events like hiking, camping, or kayaking trips paired with your beverage in scenic settings. If your brand is associated with a specific location, such as a winery in a scenic region, organize outdoor adventures like vineyard hikes, kayaking, or picnics with wine tastings.
TINCUP Mountain Whiskey partnered with The Outbound to host Mountain Mixer events in California, Colorado and New York. Consumers from across the country joined them at outdoor locations like nature preserves and lodges to sample cocktails, hike to beautiful vistas, play outdoor games, make cocktails and interact with brand ambassadors. The events created lasting memories and generated authentic and meaningful content for TINCUP’s social media channels.
Craft beverage brands can align themselves with meaningful causes that resonate with their audience. Consider organizing charity events, fundraisers, or partnerships with nonprofits to support causes related to your brand values. These initiatives not only create positive brand associations but also make a tangible impact on important issues.
SKYY Vodka partnered with a local company to produce a pop-up food fair featuring North Florida’s best chefs, an interactive community portrait project, drag queen entertainment and more. One hundred percent of ticket and bar sales went to a charitable organization to raise awareness and funds for LGBTQ+ rights and equality in response to the tragic Pulse nightclub shooting in Orlando. The event not only raised funds for a meaningful cause but also strengthened brand loyalty, created positive brand associations, and showcased the brand’s alignment with values such as inclusivity, social justice, and community support.
If your brand has a strong commitment to sustainability, organize events or campaigns like beach clean-ups, tree plantings, or workshops using sustainably-sourced ingredients. Show that your brand not only cares about flavor but also the environment.
Each year Bar Hill sponsors Bee’s Knees Week, a campaign that not only celebrates the classic cocktail but also raises awareness about the challenges faced by bee habitats and generates funds to support them. Participants craft a bee’s knees cocktail, share it on social media using the designated hashtag, and Bar Hill pledges to plant 10 square feet of a bee sanctuary to support these vital ecosystems. Bee’s Knees Week has aligned the brand with a meaningful cause, engaged the community and had a positive social media impact—all of which contribute to a more loyal and engaged customer base.
Partner with bars, restaurants or other craft beverage brands that share your brand values to offer workshops or pairing events in markets you want to reach. Invite local press and influencers to amplify your brand’s presence. These interactive events not only educate but also create a deeper connection to your community and your brand.
Pineau des Charentes partnered with Feast Portland to host a hands-on master class for local bar managers led by certified brand ambassadors. They complemented the workshop with an influencer-facing lunch event where guests learned more about the fortified wine at a neat tasting station and sipped on cocktails designed by brand ambassadors, all while savoring food pairings crafted by an esteemed local chef. Abundant tasting stations featuring selections from both land and sea drew inspiration from the Charentes’ terroir, and a spread of sweet delicacies revealed the complexities and many subtleties of Pineau des Charentes. The events introduced consumers to the products and led to placement in new on- and off-premise accounts.
Set up an interactive tasting bar or lounge at an event, such as a music festival, expo or food fair. Allow attendees to sample your beverage, meet the makers and brand ambassadors, and learn about your brand’s story.
While these activations may not be within reach for most craft beverage budgets, brand activations of industry giants at festivals like SXSW, Coachella or the Cannes Lions can be a valuable source of inspiration.
Remember that the key to a successful brand activation is to create an experience that aligns with your brand’s identity and values while resonating with your target audience. Whether in person or virtual, these activations can help you build lasting connections and loyalty among consumers.
At High-Proof Creative, we understand the transformative power of brand activations. As your beverage marketing agency, we can help you craft unique experiences that complement our suite of beverage consulting services and will leave your audience thirsty for more. If you’re interested in adding real-world marketing activations to your digital beverage marketing plan, contact us. Our team has experience planning and producing experiential marketing events for beer, wine and craft spirits brands.