Can drinks brands afford to ignore the trend towards digital? Absolutely not. In our latest Insights Report, we explore why drinks brands are harnessing digital to reach customers and drive sales.

Digital brand building, beyond just social media, is massive, yet the drinks industry has historically been slow to jump on the digital bandwagon and build brands digitally.

Reliance on conviviality, liquid on lips and bartender advocacy for drinks brands –
all of this has meant the drinks industry has relied on a physical presence to build up its brands. But then Covid-19 happened. Recent years have seen a dramatic uptake in the number of drinks brands playing in the digital space.

The global pandemic accelerated the digitalisation of the drinks industry, with brands both large and small having to adapt to reach their consumers. From Diageo’s voice assisted Talisker Tasting Experience, to Coca-Cola’s foray into non-fungible tokens (NFTs), and Heineken’s explosion into the metaverse, drinks brands are now starting to embrace digital.

But digital is not just limited to the world of Artificial Intelligence (AI), Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR). Digital can also be done well on a small scale, as well as a large one, and we have seen many SMEs and up and coming drinks brands launching direct to consumer (D2C) sites, as well as established market leaders looking to optimise digitally.

With this technological revolution, there are growing questions for drinks brands on what strategy to adopt.

In OUR LATEST report we:

• Unpick whether drinks brands today can afford not to have a digital strategy

• Identify how drinks brands can ensure effective implementation and ROI

• Understand whether established drinks brands can effectively pivot themselves to thrive online

• Assess whether new drinks brands can launch with a digital-first approach

• Examine what’s next for digital in the drinks industry and what it means for the category as a whole

  We’ve got under the bonnet of drinks brands leading the charge towards digital; we’ve sought out the best in class examples; and we’ve showcased drinks brands that are capitalising on the challenge and opportunity that “doing it digitally” offers – each of them proving how critical a digital strategy is to the drinks industry today.

read OUR LATEST INTELLIGENCE REPORT:

We hope you enjoy this report as much as we enjoyed creating it.
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