Over the past 10 years we have seen many changes in the brewing industry and drinking culture of the UK:
- We have seen pub closures increase in line with an increase in home drinking. Following the financial crisis of 2008, we saw this trend arise as disposable incomes diminished, forcing people to entertain themselves in their households.
- Cider has undergone an image transformation, no longer ‘just’ a refreshing beverage in a picturesque beer garden at the peak of summer, with the emergence of brands such as Kopparberg and Rekorderlig who have challenged the status quo, cider is now beginning to have a reputation of being ‘cool and refreshing’.
- Women also now represent a much bigger segment of the drinking market, making them an increasingly interesting demographic to brewers across the UK.
- We have seen the popularity of microbreweries rise. There are now more than 2,000 breweries in the UK, the highest level since the post prohibition 1930s.
This has resulted in the drinks market becoming saturated, meaning it is more important than ever to get your brand in front of your target audience. With your message being clearly portrayed.
Get your brand noticed
Clearly define your audience
Gone are the days of people just saying to the barman ‘I’ll have a lager please’. With market saturation comes a plethora of choices for your customer. They can have anything from a premium lager to a flavoured gin and everything in between. This has resulted in higher brand loyalty and numerous brewers fighting over the same customer.
On the other hand, it gives you the opportunity to clearly define your target audience with your branding efforts. If you’re a lower priced drinks brand then you’re more likely to target the in-house drinker who will be more self-conscious of finances when making their purchasing decision. If you’re more of a high-end drinks brand, then you will more than likely target the pub drinker who will chose their drink on quality rather than price.
Understand both your current customers and potential customers
If you’re targeting your brand’s marketing based on the social behaviour of Millennials and Generation Z, it’s important not to forget the family orientated Generation X and the Baby Boomers. Although decades apart in age and require different messaging, there are crossovers in drinking behaviour. In order to have a successful campaign and maximise your brand reach it is important to utilise these crossovers to connect with all of your customers.
Differentiate your product
When a market is flooded, the only way to boost sales and to stand out is to differentiate your product and leverage this in your campaigns. Whether it’s purely the quality of the drink, a unique label or obscure flavours you have to focus on your USPs and highlight why they’re relevant to your target audience.
Create a community
As I said previously, brand loyalty is now much more prevalent for the average UK drinker. If your drinks brand is lucky enough to have a loyal following, then you need to make sure you use this to leverage your popularity to gain more loyal customers. Create a community, make your beer to your customers, what Guinness is to the Six Nations. Become synonymous with an event, activity or occasion and use this to engage with your audience and encourage user-generated content. You could even attempt to capture a phrase like ‘Cheeky Nando’s’.
The 'unicorn', the pot of gold at the end of the rainbow, the golden nugget of marketing, celebrity endorsement. In the social media age, celebrity endorsement can take your brand from zero to hero by reaching their almost cult-like followers. For example, a tweet from Kendall Jenner is estimated to be the equivalent of £1million worth or marketing.
So, what now?
Getting your campaign right from the start is paramount to its success.
At Dupree Creative, we don’t just take a brief and create from that, we take time to understand your business and how you work so we can effectively reach your audience with the right message, at the right time, in the right place.
With our extensive knowledge and skillset, we can help you on any project. To find out just how we can help, get in touch on 01780 757666 or at firstname.lastname@example.org.