Themes: Digital Brands, Digital Activation, Creative & Cultural Industries,

The brand-building journey for drinks businesses has dramatically shifted over the last decade, thanks to the increased popularity and capabilities of digital marketing. Digital has become the central hub that connects the consumer path to purchase -  the seamless link between the real world and online.

For drinks brands, it is a vital signposting tool to encourage people to discover their brand, learn how best to enjoy the liquid, and sign up to events that drive trial. When done effectively, digital becomes an intrinsic part of the consumer journey, leading to the all-important final purchase.

Drinks brands that harness a strong digital creative strategy can gain an advantage and grow faster than ever before, with a global reach that people once could only have dreamed of achieving. However, many brands aren’t using it to its potential and are still discovering the power of digital holds.

As an independent creative branding agency, working exclusively in drinks, we’ve connected with an increasing number of brands looking to embrace digital at the heart of their brand strategy.

If you’re looking for a creative agency to support you with this, please reach out.

In the meantime, we’ve sought out some best-in-class brand activation examples; showcasing the opportunities that “doing it digitally” offers – each proving how critical a digital strategy is to the drinks industry today.

Driving consumer trial at home – The Ardray digital whisky tasting experience

We recently had the privilege of working alongside Beam Suntory and talented partner agencies on the brand positioning and launch of Ardray – a brand designed to fully embrace the power of digital channels to build its following.

As a new brand, sharing a fresh perspective on the declining Blended Scotch category and with no physical distillery to call home, a particular challenge on this project was how to use digital channels to encourage trial.

This led to us collaboratively working on the creation of the Ardray Experience Pack– a whisky-tasting experience designed to bring whisky lovers together in the comfort of their own homes and get them talking about the product. Creating moments of connection over a dram, with two 50ml miniature bottles in every pack and a QR code leading online to discover videos that educate on the whisky itself and how to create the signature “Off the Rocks” serve. Complete with a bespoke Spotify playlist to set the mood.

Wonderworks Takeout

Rather than letting the lack of a physical visitor centre create a problem, Ardray demonstrates how the digital world can be used to create a brand’s home online, engage whisky enthusiasts worldwide, and capture vital first-party data to create ongoing interactions.

When Two Worlds Collide – The Glenlivet Augmented Reality Sampling Room Experience

Globally renowned brand, The Glenlivet, continually seeks to redefine and reimagine the Scotch Whisky Experience, inviting younger generations to join the whisky sphere.

Earlier this year, it launched The Sample Room Collection – devised to introduce the range in an exciting, interactive way that challenged category norms. The result? A virtual AR sample room that brought people into The Glenlivet distillery.

By scanning a QR code, the AR experience led users through a story, into the heart of The Sample Room. Designed to bring the whisky tasting notes to life, whilst educating about the whisky-making process. To keep people engaged, they were encouraged to collect gems representing each bottle’s tasting notes to unlock exclusive content including interviews, recipes, and the opportunity to purchase a bottle.

Wonderworks Takeout

Gamifying a brand experience sparks interest and appeal from consumers. Utilising tools such as AR drives innovation in the scotch whisky category and encourages new consumers to trial without alienating its existing fanbase.  

Capitalising on TikTok Trends – St-Germain

Nowadays, it’s not enough to simply post a beautiful picture with a witty caption to gain traction on social media. Brands that stay on the lookout for trends that align with their existing creative strategy can confidently get involved in the conversation and embrace the power a digital trend can have.

St-Germain spotted such an opportunity when the ‘Hugo Spritz’ cocktail recipe amassed over 4.3 million TikTok views and searches skyrocketing over 281% in the UK this year. They created ‘How To’ recipe video content heroing their elderflower liqueur for their take on the Hugo Spritz.

Alongside creating a buzz on social, St-Germain elevated their digital offerings by partnering with Getir to released a Hugo Spritz bundle, featuring a St-Germain Elderflower Liqueur miniature, San Pellegrino sparkling water, prosecco, and a lemon, all for under £12. Incentivizing people to download the app, drive trial, and get liquid on lips.

Wonderworks Takeout

It’s important to tap into online conversations/ viral moments that fit your digital marketing strategy. This is a great example of a brand that utilised the popularity of a cocktail trend to not only sell product but encourage people try the product in an engaging, accessible way.

As a creative agency, we’re always excited to dig into the nuances of digital brand activation strategy and learn from the inspiring examples we see.

If you have any requirements for your own brand, please don’t hesitate to reach out!