The key is to create content that’s attention
grabbing and varied - it needs to be both visually
arresting and informative, with the overall aim of
communicating a message to the consumer while
also providing an entertaining read, practical
information, or both.
What form can
the content take?
While traditional blog articles can be massively
effective, it’s absolutely crucial to look beyond this
format and consider other options - what will grab
a consumer’s attention in a way that makes them
sit up and take note? How can you provide
entertaining information or practical tips in a way
that will be remembered? What will give your
brand the creative edge?
Cocktails have exploded over the last decade,
and from happy hour-havens to sultry speakeasies,
they’re big business for bars. Subsequently,
mixologists are now more concerned with the
alcohol they serve than ever, which of course
impacts their customers. Never before has
there been such a focus on provenance, heritage,
artisanal techniques and drinks that provide
When it comes to promoting an alcohol brand,
cocktails based around the drink are a gift
– they taste great, they’re fun to consume and,
crucially, they look fantastic too.
Consider asking a well-
to create a cocktail that
sums up the nature
of the brand.
Rhapsody recently worked on
a book with Ballantine’s whisky
featuring drinks created for the
brand with cocktail alchemists
Tony Conigliaro and Fredrik
Olsson. Innovative typography,
photography and conceptual
design came together with the
recipes to create a collection that
conveys a clear brand message,
as well as user-friendly information.
Sponsored articles or guides are a good way
to communicate a brand message in a long-form
format. This allows plenty of scope for a brand
to really tell its story – from the drink’s history
to how and where it’s made. By conjuring up
images of whisky barrels ageing in the Scottish
highlands, secret London gin distilleries, or rolling
French vineyards, it’s possible to paint a better
picture of what a drink is all about than you can
with imagery alone.
Mini guides are another option – matching
alcohol with food has moved so far beyond
expensive wine lists in stuffy restaurants.
Examples include Belvedere, which interactively
promoted the two worlds of its Single Estate Rye
Vodka, based on the terroir concept; Macallan’s
guide combing whisky and cheese, and Johnnie
Walker Black Label’s piece on how to taste whisky
An engaging way to present a large dose of info
simply and transparently – exactly what you want
if you’re targeting a time-poor, information-
hungry audience. Such materials appear in various
channels – distributed in pubs or at events, as well
as in digital form, like simple animations.
See how Diageo presents financial
results, Jack Daniels illustrates its
production process, and Hennessy
outlines the qualities that a jockey
who wins the Gold Cup must posses.
Short video content
This is where social media comes in, as it’s
the perfect place for short, attention-grabbing
video content. Videos of cocktails based on
the promoted alcohol are a good starting point
– engaging, informative, fun, and a trend that
isn’t slowing down. Anything this current will also
likely be shared, increasing exposure further…
But cocktail making is certainly not the only
option for video content. Consider the brand
and its consumers: a tutored mini-tasting,
introduction to the makers or video tour of
the distillery could all be options.
See how Glenmorangie presents its
cocktails, and Veuve Clicquot combines
alcohol with excellent cuisine.
Long video content
Can alcohol brands create a video that goes beyond
standard corporate content? Of course they can.
What makes the difference is the creative scenario
and the implementation, and the options are as
creative as you want to make them.
There aren’t really any limits with this format
– you could produce a miniseries or even
a longer movie, which can be published
periodically on a YouTube channel or Instagram
TV. Such content provides scope to develop
a brand’s image beyond popular perception – it’s
a way to break boundaries and have a bit of fun.
See how Hennessy joins forces with Ridley Scott
to produce a film comparing the Cognac’s flavour
notes to seven different worlds – it’s visually
arresting, incredibly clever and groundbreaking
as well. Moët & Chandon has also used long video
format effectively, this time to present its
production process and showcase its vineyards,
while Ballentine's Poland uses a detective mini-
series – ‘Angel's Share. Kropla Prawdy’ – to
explain the intricacies of the whisky world.
To find out more about creating content to attract new
consumers to your brand, contact us
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The key is conveying all this to the consumer. You know
your product is steeped in history and has a story to
share, but that doesn’t mean the person drinking it
does. Giving a drink extra meaning, or telling its story
in a slightly different way, can open it up to totally
different markets. So how do you condense all that
information, history, passion and expertise into an
accessible package that’s engaging, innovative,
compelling and – crucially – forward-thinking?
This is where clever content comes in – not only
can it paint a clear picture of a drink’s character
before a consumer has even tasted it, but it can
also totally transform how a brand is perceived.
Whether a brand is entering a new market, shifting
its target audience, promoting a limited-edition bottle
or looking to totally overhaul its image, fresh, dynamic,
eye-catching content is essential when it comes to
engaging an audience quickly.
Social media and mobile-friendly formats are
certainly relevant channels to explore, and proven
to provide results, but it’s important not to forget
about bars and pubs, tastings and events, which
are all key when it comes to attracting new
consumers and showing off the taste of a product.
These are the places where a limited series of
content will work best, as you can tailor-make it
to suit a specific event, venue or crowd.
Creating a cocktail book – which can take
the form of a printed or digital booklet,
a post on social media or even a glass pad
in a restaurant - can be a hugely effective
way of conveying a brand’s message.
Whatever format, the content can be tailored to
the venue or the season – Christmas drinks,
summer sundowners, secret serves, killer martinis,
there are tons of options which of course provides
the opportunity to target a range of demographics.
Make the most of the
nature of cocktails with
sleek imagery that
screams ‘drink me’.
Look for cultural and
lifestyle links with the
brand. The idea is to
create a lifestyle tour
or culinary mini-guide
that introduces the
reader to where the
alcohol comes from,
guides them through
vineyards or a historic
distillery, or presents
dishes that match the
taste of the alcohol.
It’s about providing
info that’s user-
friendly and can be
Showcasing the combinations that consumers
may not yet be aware of is a fantastic way to
communicate the versatile nature of a drink,
and the possibilities it offers. It’s informative
and it’s useful, and by providing take-away
information, a brand is also increasing the
chances of being remembered.
Find an aspect of the
brand that would fit
an infographic format,
and go for it. What’s
the most visually
thing about the drink?
The production process;
the packaging; the story;
what you can make with
it? Pinpoint what you
think it is and use
dynamic imagery to
communicate this to
It’s a flexible format that allows plenty of
scope to target different people – whether
that’s an older audience who may already be
familiar with the brand, or the younger
generation who are always on the look-out for
the ‘next big thing’.
In this type of video,
the recipient does
not always turn on the
sound – it’s better
to focus on the
typographic layer than
the voice-over one.
a snappy slogan –
make it easy to read
and even easier
Provide information that isn’t readily available
elsewhere – something to prompt a response
and teach the audience something they didn’t
know before, something to take away.
Choose whatever part of your story you want
to tell on film. Not only is it informative, it’s also
a great way of giving your brand a ‘voice’.
Why not hire real actors and professional filmmakers
to produce the highest quality feature content for
consumers? This will portray your message in a way
that’s not just informative, but entertaining, too.
Don’t be afraid to push
boundaries and think
big. However left field
you think your idea
may be, there is
probably a way to
bring it to life.
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