What to Know About Alcohol Digital Marketing Before You Actually Do Alcohol Digital Marketing
Welcome back to another Firecracker Marketing blog. You made it; we’ll drink to that!
Today is National Beer Day (April 7th, 2021), and it seemed like a perfect day to get extra real about digital marketing in the alcohol space.
The Firecracker team has a fairly extensive knowledge of the beverage world in a variety of fashions. Sarah is extremely dialed into the bar, cocktail and spirits industry; she has represented popular bars across the country, including Death & Co. (the worlds’ most followed bar on IG), Acme Nashville, and Here & Now, as well as created strategy for and/or launched a variety of emerging spirits brands. Hannah comes from a wine PR background and has worked with brands including Robert Mondavi Winery, Mumm Napa and many more. She literally started her career working in a winery as a tasting room associate (Alexa, play “Started From The Bottom.”)
In our experience, we know one thing to be true: marketing for alcohol is CHALLENGING. And anyone who thinks differently miiiiiight not be doing it right. (Or maybe they are, and if so, call us!)
If you’re thinking about branching into the magical world of booze marketing, here’s a few things to note:
The Laws
Uh, duh.
There are a lot of VERY strict laws when it comes to alcohol promotions. First we have The Federal Trade Commission (FTC), who monitors ALL trade on social media like it’s their job. (Spoiler: it is.) The FDA (Food & Drug Administration) and TTB (Alcohol and Tobacco Tax and Trade Bureau) also have many mandates in place regarding the promotion of controlled substances— alcohol, CBD, etc. Understanding these federal entities and their ever-changing laws are essential, or you risk something much worse than your posts getting pulled down by the IG police. (Spoiler alert: fines. And they ain’t cheap.)
But wait, there’s more!
States can also create their own laws on how alcohol is promoted. In the state of California, for instance, ABC laws are strictly enforced and, if violated, can be grounds for legal action. So if you’re representing an Oregon winery, for instance, we recommend you brush up on those OLCC laws, as they would be applicable to you.
Also be sure to note when the laws change, as many have during COVID-19. Be on top of the evolving alcohol guidelines, especially regarding pick-up/takeout beverages.
And who could forget about Tied House laws? "Tied house" refers to laws, adopted both on the federal level and by every state, that regulate how alcoholic beverages are marketed. Tied house laws are very, very tricky and are put in place so that large alcohol distributors are not able to provide any “value” to retailers for selling their products. If you’re confused, here’s an IRL example of how those laws work.
Oh sure, there’s more. Obviously you can’t market to anyone under 21, give away free alcohol (or shipping!), include underage looking models in social media posts, yadda yadda yadda.
When it comes to alcohol marketing, there’s a lot of research to be done. We’ve included some helpful links, here:
https://www.consumer.ftc.gov/articles/0388-alcohol-laws-state
https://www.niaaa.nih.gov/alcohols-effects-health/alcohol-policy
Technical Information About The Product
If there’s one thing people in the beverage industry are, it’s passionate. They work tirelessly to create magic in a bottle by literally conducting CHEMISTRY, you guys. Put some respect on their craft and know your s**t.
When you pitch a winery or distillery client, you should ABSOLUTELY know the basics of the product. That means what it’s made of, how it’s made, what it’s intended for, etc. Sure, you like to drink whiskey, but in the words of our lord & savior Shania Twain, that don’t impress me much. Now, if you know a thing or two about *actual* tasting profiles or the procedure of distilling, that’s a selling point.
Industry Folk
Here’s the thing: the beverage industry is surprisingly small. Everyone does kind of know everyone in some capacity, so you need to know them as well. Find some cool bartenders on Instagram and follow along, subscribe to Thirsty or Imbibe, go on a craft beer tour in your area or a speciality bottle shop to try something new. The more you know and the more you’ve experienced, the better resource you will be for a client.
What’s Trending
Alcohol is a market that is very dependent on what’s trending. Remember that rosé summer we had a few years back? Or the boom (and sudden obsession) with Mezcal? Those may seem like silly fads, but they are actually HUUUUUGE $$$ makers for bars and producers. When the Mezcal wave hit, more and more brands rushed to come out with their own Mezcal line, while bars and restaurants were scrambling to make a signature Mezcal cocktail to keep up with the trend.
Any good marketer has their finger on the pulse of what’s hot, what’s not and what’s coming down the line. How do you find those trends? Well my friends, see the above tip. You gotta immerse yourself in the industry to know it well!
Awards, Accolades & Events
Beer, wine and spirits brands heavily rely on awards, scores and event participation. If you’re working with a wine brand, for example, it’s extremely important to understand how the scoring system works, what the scores mean and how they can affect the winery. Better scores often turn into stronger press coverage and deeper consumer trust, so it’s important to understand why it’s important.
The same goes for major events. From Tales of the Cocktail to Aspen Food & Wine, having knowledge of these events and seeing how your client can play a role in them (and what that may cost) is crucial.
So there you have it, folks. It’s a little more complex than just posting a photo of your Saturday afternoon wine picnic. Save that for your personal profile and approach alcohol brands as you would any *~less fun~* client: strategically.
Have questions? Wanna grab a beer with us? Holler at info@firecrackermktg.com
Cheers,
The Firecracker Team
