What's in the bottle?
Heritage alcohol brands are drinks with tales
to tell. Indeed, in many cases, what’s in that bottle is the distillation of hundreds of years of heritage; it’s the story of the area in which it’s produced,
the people who make it, and the ways in which they do so.
What content to create?
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 something ‘more’.
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-known mixologist
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 properly, below:
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
Moët & Chandon
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How clever content can distill the history of heritage alcohol brands in a captivating way
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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 aesthetically pleasing 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 taken away.
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 arresting/interesting 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. Stand-out fonts, dynamic wording, a snappy slogan – make it easy
to read and even easier to remember.
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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