Kingfisher, Jack Daniel, Jhonny Walker, Chivas Regal
Used this MARKETING strategy to build a loyal liquor business.
The result?
Today all four are billion-dollar companies
Here is how they did it... A threadπ§΅
Used this MARKETING strategy to build a loyal liquor business.
The result?
Today all four are billion-dollar companies
Here is how they did it... A threadπ§΅
Have you ever wondered why liquor bottles are so appealing?
These bottles are sculpted in different shapes- to resemble a block of ice or diamond sometimes.
These bottles are sculpted in different shapes- to resemble a block of ice or diamond sometimes.
Well, let's try to understand that:-
Alcohol is a regulated product and because of moral considerations too, marketing is indeed challenging for these companies.
Alcohol is a regulated product and because of moral considerations too, marketing is indeed challenging for these companies.
These brands use billboards and TV for surrogate advertising. In this form of marketing, the regulated products are promoted in disguise as other products like music CDs.
Do you remember the ads of Imperial blue and its iconic campaign- "Men will be Men"? That was a part of their surrogate advertising marketing campaign.
These brands also use social media for their tech-savvy consumers and to target youth.
Despite these modern platforms and the age of advertisements, 86% of consumers are ad-blind, so there aren't as effective as offline marketing.
Despite these modern platforms and the age of advertisements, 86% of consumers are ad-blind, so there aren't as effective as offline marketing.
In this digital world, almost all liquor brands owe their success to offline marketing- word of mouth and product packaging.
On one hand, we have people who love recommending and sharing their fav wines and whiskeys. And on the other hand, we have a 92% of consumers who prefer recommendations from their trusted fellows.
So these liquor brands grow organically with real recommendations, stories and content of our daily lives.
The story doesn't end here. Now let's talk about product packaging.
"Product packaging is a reflection of the product and the brand itself."
Packaging and bottles not only protect the liquor but it conveys a strong message about the brand and affects our subconscious mind.
"Product packaging is a reflection of the product and the brand itself."
Packaging and bottles not only protect the liquor but it conveys a strong message about the brand and affects our subconscious mind.
Marketers help designers to design these bottles so that they could impact consumers' purchasing decisions. The shape, material, and designs- all help a consumer to create a perception of the brand.
Moreover, our mind perceives a design as a reflection of who we are as a person, beliefs, values and personality.
So, these brands are trying to evoke a sense of association in their customers and target their emotions, moods, personalities and aspirations through the appearance of their bottles.
For example- Most bottles of whiskey and scotch, portray masculinity combined with classic authenticity and foreignness. They are placed with old masculine symbols like- cigars, poker night and a muscular man in black.
Bottles with thick glass, bold & broad edges along with the colour- black and brown- give it a premium style and portray heritage & confidence.
And this catches the eye of the younger generation because these bottles embody what they aspire to bold masculinity.
And this catches the eye of the younger generation because these bottles embody what they aspire to bold masculinity.
On the other hand, wine bottles paint an entirely different picture- they portray class. Intricate painting on the bottle, cursive fonts, and subtle colours like amber and green, make it more delicate and classic.
People select wine bottles based on designs which resonate more with their personalities. And sometimes their buying decisions are even based on how unique is the name of the wine.
So, people who claim to have great taste, creativity, elegance and artistry prefer wine more than any other hard liquor.
Just like how people define themselves through fashion, the music they listen to, and TV shows they watch, now they like to define themselves through what they drink in a social setting.
It's now a thing that people make assumptions and judge others based on what they drink.
So to make ourselves stand out in any social environment, people tend to make different and bold choices when it comes to liquor.
So to make ourselves stand out in any social environment, people tend to make different and bold choices when it comes to liquor.
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