Adopting a Digital First Approach To Launching Drinks Brands

IN OUR FIRST WONDERNETWORK WEBINAR OF THE YEAR, WE came TOGETHER TO DISCUSS HOW DRINKS BRANDS CAN ADOPT A DIGITAL-FIRST APPROACH

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. From Diageo’s voice-assisted Talisker Tasting Experience, to Coca-Cola’s foray into NFTs, and Heineken’s explosion into the metaverse with Virtual Heineken Silver and Decentraland (its own immersive digital platform), drinks brands are starting to embrace digital.

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. Today, we are seeing a lasting effect with drinks brands moving far beyond initial initiatives of D2C, virtual experiences and events, and at-home education to reach new heights in digital, embracing everything from AI, AR, VR, MR, and even entering the metaverse, to reach a digitally-focused consumer.

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.

With digital now able to help brands do everything from attract and engage new audiences; further education, help consumers make better drinks choices; offer more choice, and enable better forecast market distribution, it begs the question, can brands today afford not to have a digital strategy? And for those that do, how do you activate and succeed by doing it well?

We had a great discussion looking at what it means for drinks brands to adopt a digital-first approach. Hearing from an expert line-up of panelists from variety of backgrounds in drinks, we explored:

The rise of the D2C channel in the sales mix
How to do sampling and education well in digital
How to reach a digitally-led consumer
The rising role of eCommerce platforms
How to adopt a digital-first approach to launching a drinks brand
How to do so successfully in a mature market

Taking a broader view, we also looked at how digital works on a local vs. a global level, as well as examining the differences between the UK vs. the US. Lastly, we explored if there is still a place in today’s marketplace for brands who don’t play in digital and what the implications are for those who adapt.

Meant to inform, as well as inspire, we left our audience with practical and tangible resources to take away, including key insights from our speakers around activating and educating well in digital, growing an online presence, breaking into an established market, and implementing growth in the digital arena.

OUR PANEL OF SPEAKERS INCLUDEd:

Ellie Webb
Founder of award winning Caleño, the non-alcoholic gin & rum alternatives, Ellie brought her experience of launching and building her D2C consumer brand during the pandemic and targeting the under 35s market through digital, to the discussion.

Amy Fullerton
As as Global Head of CRM, Amy has worked with the fast growing D2C eCommerce startup NIO Cocktails from its launch in 2020. With experience in eCommerce and over ten years in Digital Marketing and Communications, Amy shared her experience and insight into how to deliver growth to consumer brands through digital.

Will Laurenson
Conversion, Engagement and Retention. Will joined our panel with insight as a Conversion Rate Optimisation Specialist who understands the power of fostering consumer loyalty through understanding and knowing your customer and importantly, ensuring customers are happy. He is also Founder of the popular podcast Customers Who Click!

Sophie Bond
Marketing Director for the fastest growing canned wine brand in the UK, NICE Drinks, Sophie has a wealth of digital knowledge up her sleeve. With an extensive background in consumer products such as food, beverage and beauty, she is instrumental to the brand's continued growth as it seeks to make wine more accessible to all with its motto #WineForWhenever.

We had a WONDERful time!