Alcohol brands are vying to capture consumers' attention and stand out. Some brands have stepped up to the plate, creating innovative and unforgettable campaigns that captivate audiences worldwide.
From guerrilla marketing strategies to unique post-pandemic partnerships, these campaigns have helped brands find new audiences and create lasting impressions.
In this article, we’ll examine the most exciting alcohol marketing campaigns of the last few years, analyzing the strategies and tactics that made them so effective. We’ll also provide a behind-the-scenes look at how these campaigns were created and executed.
We’ll even highlight how you can take inspiration and run your own marketing campaigns. Grab a drink and join us for our round-up of the alcohol marketing campaigns we love.
A Taste of Success: Examining the Most Effective Alcohol Marketing Campaigns
A quick note before we start. Responsible alcohol marketing involves promoting your products in a legal, ethical, and socially responsible way. When developing marketing campaigns, always prioritize the safety and well-being of your customers and the community.
Pro tip: Here’s a handy brochure from the Alcohol and Tobacco Tax and Trade Bureau (TTB) on following rules and regulations.
That said, in recent years, there have been some exciting and clever marketing campaigns you can draw inspiration from. The best marketing campaigns speak to their target audience and highlight a clear brand identity.
The content, whether written or visual, is compelling and concise, and you can guarantee that large marketing departments spend hundreds of hours analyzing results. You might not have their budget or personnel, but taking inspiration doesn’t mean you need to copy these campaigns.
Put your own spin on these ideas and start attracting your ideal customers today!
1. Looks Like Guinness — Guinness
Did you know that 7.3 million liters of Guinness are consumed on St. Patrick’s Day alone? This popular Irish beer has legions of fans, and this commercial went beyond the product to highlight the human experience.
The creators used several clever combinations to represent the black liquid topped with creamy white foam, creating a nostalgic feel to welcome people back to pubs and tap into their target audience.
They also pledged to invest over $30 million in U.K. pubs and hospitality businesses affected by the pandemic through its Raising the Bar program.
How To Draw Inspiration
Market to your best customers. Your point of sale (POS) system can analyze purchase histories and show you what your customers buy, when they buy it, and how much they spend. You can then create campaigns around bestsellers and offer promotions and discounts to keep customers returning.
2. We Do We — Smirnoff
The “We Do We” campaign by Smirnoff stands out for several reasons:
- Representation of diversity: Smirnoff collaborated with casts and creative teams from various backgrounds to represent the world’s diversity.
- Visually captivating advertisements: They went for vibrant and visually engaging advertisements, aiming to break down barriers and showcase what happens when people from different backgrounds come together.
- A powerful message: At the heart of the campaign is the message that we should embrace diversity and inclusivity. Enjoying a drink together can help people find common ground.
- Global reach and strategic partnership: Smirnoff launched the campaign in over twenty countries, using music and sports partnerships to amplify its message.
- Alignment with a broader agenda: Smirnoff’s parent company is Diageos. They’re committed to allocating 15 percent of its global media investment to diverse voices and media by 2030.
The “We Do We” campaign, with its authentic approach, powerful visuals, and strong message of unity, is a standout example of using brand awareness to champion its cause — diversity and inclusivity.
How To Draw Inspiration
What is the demographic of your local community? Find ways to highlight the diverse range of beverages you stock that cater to various tastes and preferences. Market your products with in-store displays and host events and tastings.
For example, you could host a wine-tasting event in a particular region, partner with local musicians from diverse backgrounds, or donate a portion of your sales to charities that promote diversity, equality, and inclusion.
Related Read: 5 Creative Liquor Store Advertising Ideas To Boost Sales for Your Store
3. Must Be a Jameson — Jameson Whiskey
The first Jameson ad created by Ogilvy, called “Must be a Jameson,” is voiced by Cillian Murphy. It aims to connect people who don’t take themselves too seriously, highlighting the brand's welcoming and smooth attributes.
Jameson wants to promote the spirit of togetherness and community. The characters in the ad embody this by making the most of every situation they find themselves in.
The ad works because it relies on engaging storytelling. There are characters, a story arc, and the smooth sound of Cillian Murphy to add an authentic and captivating voice to the campaign. Jameson encourages people to toast being part of a family.
It was directed by two-time Oscar-nominated writer and director Bryan Buckley, ensuring a high-quality ad and an engaging visual experience.
How To Draw Inspiration
What’s the story of your liquor store? How can you promote your liquor store to the customers you want? Consider the design and layout of your store and your brand essence on any marketing materials. Again, hosting events is a great way to introduce yourself to your community and build a customer base.
4. To Firsts That Last — Kopparberg
Kopparberg's marketing approach often centers around themes of adventure, social connections, and embracing unique experiences, focusing on targeting young adults and millennials.
The concept of this campaign takes a similar approach, highlighting the joys of first experiences, such as attending your first festival and never taking off the wristband. It asks where consumers were when they first tasted Kopparberg cider.
Music and old-style footage of sports events and gatherings create nostalgia and capture a timeless atmosphere, which drinking Kopparberg can also produce. The film tracks the High Five from its origin in a 1970s baseball game — an actual first that has lasted.
Kopparberg was the first fruit cider to hit shelves 15 years ago. Another first that’s so far lasted the test of time and a more competitive market.
How to Draw Inspiration
Create nostalgia and stir up emotions with your store signage, displays, and promotions. Use special occasions as inspiration. For example, you could promote a specific brand of wine as ‘The wine for every occasion.’ Or you could be more specific, ‘The perfect ready-to-drink cocktail for Mother’s Day. Mixed to perfection.’
Related Read: Liquor Store Merchandising 101: Signage, Displays, and Layout
5. Stir Up — Kahlúa
The Kahlúa "Stir Up" campaign draws inspiration from Latin American telenovelas, bringing a bold and dramatic flair to the coffee liqueur brand. Kahlúa uses a multi-channel approach, including TV spots, out-of-home ads, cocktail-making videos, and digital placements. Here’s why we love it:
- Celebrity endorsement: The original “influencers,” celebrities add star power. Salma Hayek features in this ad, bringing authenticity to the campaign and drawing on the brand’s Latin American roots.
- Bold and dramatic style: By capturing the essence of telenovelas, the ads have an over-the-top, sensual flair, making them memorable.
- Challenges perception: Many associate Kahlúa with special occasions. This campaign challenges that perception, encouraging people to enjoy it in various settings.
- Showcasing versatility: The ads highlight the versatility of Kahlúa by featuring it in different drinks and treats, such as espresso martinis and ice-cream sundaes.
- Sustainability focus: By highlighting Kahlúa's efforts to source coffee sustainably from local farms in Veracruz, the campaign appeals to consumers who value socially responsible brands.
The “Stir Up” campaign’s bold, dramatic style, celebrity endorsement, and focus on versatility and sustainability make it compelling and memorable.
How To Draw Inspiration
Show your customers the various ways they can enjoy your products. Feature a display with a cocktail recipe and the ingredients they need bundled together (use your POS system to create bundles). You can also use email and social media to promote these recipes and bundles.
Consider collaborating with a local influencer. Partner with local personalities, bartenders, or mixologists to create content or host events that showcase your liquor store’s products.
6. Growing The Apple Cider By Miles, Not Inches — Inch’s Cider, Heineken
The success of Heineken’s marketing campaign is centered around a sustainable business ethos. Famous for its beer, Heineken branched out and launched Inch’s Cider, championing sustainability and innovation.
The marketing campaign emphasized using local ingredients and the brand's commitment to supporting British apple growers. Heineken U.K. focused on environmentally friendly practices and sustainability, ensuring that Inch's Cider was produced with minimal waste and a reduced carbon footprint.
The "Growing The Apple Cider By Miles, Not Inches" campaign aimed to establish Inch's Cider as a strong contender in the cider market by focusing on its unique selling points.
How To Draw Inspiration
What’s important to your local customers and the wider community? If sustainability is important, you could offer branded, reusable tote bags instead of plastic. This would help market your liquor store and show that you’re part of the effort to stop using plastic.
Maybe people in your area like to shop at local businesses instead of chain stores. Work with local breweries, form strategic partnerships, and advertise your efforts at local events. Integrating your liquor store into the local community can help you stand out from the competition.
Shaking Up the Industry: Game-Changing Alcohol Marketing Campaigns
The best alcohol marketing campaigns are creative and compelling, demonstrating a keen understanding of the target audience, the industry landscape, and the social and cultural trends of the moment. And you can do the same.
You just need to tap into your local demographic and see the world through their eyes. Keeping your finger on the pulse of your local community will help your store become the liquor store of choice.
Remember to prioritize responsibility, legality, and social awareness when promoting alcoholic products.
A robust point of sale system can help execute your marketing strategy. Bottle POS, for example, comes with features such as SMS marketing that work seamlessly with the built-in customer loyalty program. But that’s not all — with Bottle POS, you can:
- Utilize sales and customer behavior data to identify your target audience and create targeted advertising campaigns.
- Use data in-store by tracking the performance of product placement efforts, identifying which placements drive the most sales, and adjusting your strategies accordingly.
- Offer liquor promotions and deals like buy one, get one free (BOGO) and two-for-one offers, and manage it all through your POS system.
And more! But rather than take our word for it, why not see it in action? Schedule a demo with our liquor store experts today and see for yourself.
