Dive Transient:
- Prepared-to-drink cocktail model Cutwater, which is owned by Anheuser-Busch, launched its first vacation marketing campaign on Wednesday, Nov. 1, per a press launch.
- The trouble features a concierge service providing ideas for making vacation entertaining simpler. The Cutwater Vacation Concierge is out there by dialing 1-833-DRINK-CW and through the model’s Instagram. An accompanying sweepstakes contains prizes equivalent to a $10,000 bar makeover.
- Media buys embrace out-of-home, social media and digital commercials in addition to in-store programming within the weeks forward. The vacation push is an extension of the model’s “Open the Bar” platform and visible refresh that launched in February.
Dive Perception:
Because the ready-to-drink cocktail class continues to develop, Cutwater is gearing up for the vacations with an emphasis on entertaining ideas and its digital and social presence. The Vacation Concierge service was impressed by knowledge displaying pinpointing a number of the ache factors for social gathering hosts in relation to serving cocktails at a time when cocktail tradition is flourishing.
Amongst spirits drinkers who’re additionally hosts, 57% say it is exhausting to fulfill everybody’s cocktail preferences, in line with the analysis cited by Cutwater. Amongst social gathering hosts, 70% wish to have cocktails at house however don’t wish to make them. Typically, shoppers discover cocktail mixing to be a difficult course of, with 56% of hosts saying they’ve a tough time discovering time to make them at events they’ve hosted and 53% saying that making cocktails is tough within the first place. Moreover, 76% of spirit drinkers say their dream house features a house bar.
With its vacation concierge service, Cutwater turns into the most recent model to hitch an inventory of entrepreneurs, together with State Farm, Olay, Pure Leaf and Mike’s Arduous, which have embraced an old-school advertising and marketing tactic — the hotline — to have interaction with nostalgia-hungry shoppers.
The “Open the Bar” platform launched earlier this 12 months with messaging designed to make cocktail tradition really feel extra accessible. It coincided with a visible refresh, together with new packaging designed to supply clearer graphic cues.
Entertaining can be the theme of a vacation marketing campaign from Three Olives Vodka, which is utilizing AI to assist shoppers plan the right social gathering. These efforts come as analysis exhibits shoppers are ingesting extra at house versus at a bar or restaurant.
