Marketing strategies used in the beverage industry are beginning to respond to trends in authenticity, sustainability, and health. But which technologies are really advancing? database find out.
According to Digital Agency Network (DAN), the global drinks industry is expected to generate added value of €223.8 billion in 2024, with categories such as craft goods, non-alcoholic drinks and health-focused products leading the trend. It's starting to gain traction.
Research has already found that health and sustainability are leading the way, with a notable focus on 'functional drinks' that claim to boost health and do more than just quench thirst. .
Examples of this can be seen in the rise of kombucha, which contains gut-friendly probiotics, and the popularity of energy drinks that are actually infused with natural plant-based ingredients, as DAN's deep dive into this field reveals. Masu.
Digging deeper into sustainability, the survey results show that consumers are now looking for beverage brands that promote environmentally friendly initiatives, whether it's minimal packaging, recyclable materials or companies' It could be a product with a commitment to reducing carbon emissions.
According to DAN, successful beverage marketing starts with a clear understanding of your target audience. Or rather, being able to pinpoint who your beverage product's audience is and what they care about most.
While surveys and focus groups were once the mainstay of market research, providing insights directly from consumers, the advent of social media and sentiment analysis now allows beverage companies to listen to consumer conversations. He emphasized that he was able to do it now. products, competitors, and industry. Additionally, data analytics and artificial intelligence (AI) can also identify patterns and preferences.
One example outlined in a marketing deep dive reveals how Coca-Cola used AI to analyze social media data and customer feedback, resulting in the launch of a new flavor, Cherry Sprite. This led to the creation of a business that
The findings also revealed the importance for beverage marketers to create a brand image, personality and voice that differentiates them from competitors. For example, Red Bull, a brand that has cleverly transcended its energy drink origins and is closely associated with extreme sports and adventure, has adopted an event-based marketing strategy and an image aimed at pushing the limits in a variety of ways. has been created. And accept the extraordinary.
We also observed that agency networks need to go a step further in identifying a brand's unique selling points (USP), such as flavor, health benefits, and eco-friendly approach, in marketing beverages. Did. The central message was that the goal should be to identify and leverage his USP.
The network also emphasized that beverage marketers should never underestimate the power of packaging. Because packaging is often the first interaction a consumer has with a product. This is a painstaking effort to show that effective packaging goes beyond aesthetics, as it can convey a beverage brand's message and values at a glance.
According to DAN, innovations in biodegradable materials such as algae and cornstarch water bottles are now making great strides toward sustainability, offering environmentally friendly alternatives to traditional plastics. Similarly, he highlighted that smart packaging, such as bottles that indicate the optimal drinking temperature and labels that share the flow of ingredients via an app, is also shaking up the sector.
A simple example is Coca-Cola's #ShareACoke campaign. The campaign effectively invited people to share a Coke with someone special using a personalized bottle with their name on it. Essentially, this showed that Coca-Cola could create a viral sensation around the world by harnessing the power of personalization and the joy of sharing. One that increased sales and social media engagement.
Understanding how beverage brands can leverage influencers through marketing partnerships is also now becoming a strategic move for many. Research shows that this process starts with setting clear, measurable goals to increase brand awareness, engagement, or direct sales. The brand then works with the influencer's marketing agency, tracks the reach and impressions of the influencer's posts, or more importantly, engagement rates such as likes, comments, and shares to determine conversion rates. To do.
DAN outlined how platforms like Google Analytics are now allowing beverage brand owners to trace website traffic and sales back to specific influencer campaigns. Alternatively, you can add another layer of tracking by using your own promo codes and affiliate links. According to the survey results, success for a beverage brand is described as “the buzz and familiarity with the brand that keep consumers coming back for more.''
After all, engaging and informative content is invaluable in establishing your beverage brand as a thought leader and trusted source of information in the beverage industry. As DAN pointed out, quality content, whether it's blogs, videos, or infographics, can always increase the visibility and appeal of a beverage brand. More consumers will become attached to the story beyond the drink itself, especially through those that illustrate the heritage, craft and journey of a drink brand. In addition to this, our findings also show that educational content drives greater engagement, especially when it demystifies a product or celebrates its uniqueness. For example, wine brands are finding success with content that teaches consumers about tasting notes, the winemaking process, and how to pair their favorite bottles with food. why? That's because, according to beverage marketers, this type of content not only informs consumers, it also empowers them and elevates the consumer experience from mere consumption to connoisseurship.
However, there is one thing that has not disappeared into history. It's an advertisement. As the network highlighted, when it comes to the world of beverages, the most successful brands “have a marketing mix that is both refreshing and powerful, blending the rich flavors of traditional and digital media. It is a brand that creates Why won't this become obsolete? This approach reportedly allows brands to “meet the diverse tastes of a wide range of consumers and reach a broader audience.” This strategy maximizes visibility while also increasing consumer engagement, and the most effective campaigns in the world of beverage marketing are those that can combine the best of both worlds to create something truly memorable. proves that. ”
An example of this was a company launched to promote the beer giant's non-alcoholic version, Heineken 0.0, to consumers seeking an alcohol-free beer experience for health reasons, driving and other reasons. Heineken 0.0 #NowYouCan” campaign. Alcohol may not be appropriate. The campaign uses a combination of traditional advertising techniques, such as billboards and TV ads, and digital marketing, such as social media ads and influencer partnerships, and its message is about the freedom and inclusivity that Heineken 0.0 offers. The focus was on ensuring that consumers could “enjoy the taste of beer at any time.” , anywhere. “
Additionally, blogs and videos are also expanding as an effective way for beverage companies to further promote their brand's story, highlight their products, and establish a more personal connection with their target audience. and plays an important role in storytelling and brand promotion. One example is Guinness, Diageo's powerful brand. Through video campaigns such as its “Made of More” series, the company shares inspiring stories of the human spirit and resilience that resonate far beyond its beer-loving audience. As such, DAN notes that these videos demonstrate how “narrative and emotional videos go beyond traditional advertising and turn every pint into a story worth telling and sharing.” did.
The guidance shared in DAN's in-depth study of the sector was aimed at demonstrating that businesses need a strong marketing plan, stepping into the challenging environment of the beverage industry. Every marketing manager needs to know their target audience, make their beverage brand stand out, use digital marketing tools effectively, and create content that gets attention. After all, he adds, “Success here is about more than just selling drinks…Success here is about reaching the top.”
