A DIGITAL FIRST APPROACH TO BUILDING DRINKS BRANDS
A category historically slow to jump on the digital band wagon, recent years have seen a dramatic uptake in the number of drinks brands playing in the digital space.
In 2020, we saw the global pandemic accelerate the digitalisation of the drinks industry, with brands both large and small having to adapt to reach consumers. From Diageo’s voice-assisted Talisker Tasting Experience, to Coca-Cola’s foray into NTS, and Heineken’s explosion into the metaverse, drinks brands are starting to embrace digital.
However, digital is not just limited to the world of AI, AR, VR & MR. Digital can also be done well on a small scale, as well as a large one, and we see numerous SMEs and up & coming drinks brands launching D2C, as well as established market leaders looking at ways to optimise digitally.
As an independent creative agency working exclusively in drinks, we’ve met a range of drinks brands who’ve embraced the digital marketplace, finding opportunities to launch and grow in this arena, and others who have had to adapt a more digitally savvy approach to stay relevant.
In our latest digital audit, we explore what it means to adopt a digital-first approach. Looking at a variety of drinks brands from across the industry who are expanding the definition of what it means to be digital.