Staying on top of Beverage Alcohol industry trends is essential to driving local marketing results.
That’s why I went to Orlando to attend WSWA Access LIVE.
WSWA Access LIVE was packed with valuable insights (and a fantastic concert by Nelly!). Here are the top Bev-Alc trends and key takeaways you need to know.
Celebrity-branded spirits are a hot commodity this year, and several are looking for distribution deals. Jason Momoa (best known for playing Aquaman and Khal Drogo in Game of Thrones) launched a new vodka brand called Meili.
In addition to Mr. Momoa, Chef Robert Irvine, Nelly, and Guy Fieri were at the conference to peddle their new liquor products. While this trend seems to like it will continue in years to come, we do see a tightening of brand alignment between celebrities and their beverage of choice.
For example, a recent viral TikTok showed the two Breaking Bad stars doing a live tasting at a Costco for their new mezcal. The smoky liquor associated with nighttime and darkness is a great pairing for their Breaking Bad brand.
In the session, Marketing Utilization vs. Efficacy, I shared with the audience that one of the 2023 Bev-Alc trends is intentional spending.
That means focusing budgets on proven tactics that work (like paid search, SEO, location data management, paid social, and organic social), and skipping the here-today-gone-tomorrow tactics like the Metaverse unless you have budget to spare!
For the Bev-Alc industry, networking is still highly impactful and relevant! Other industries might still be in Covid mode, skipping events and foregoing real-life opportunities, but this industry knows the power of in-person connectivity.
People at WSWA have long-standing relationships that mean a lot when trying to close a distribution deal or set up a new business relationship, so attendees should expect to go several times before feeling like part of the “in” crowd.
These key takeaways echoed throughout sessions from leaders across distributors and suppliers:
For our partners in the beverage and alcohol space, it seems like 2023 has more to do with doubling down on established relationships and networks, as well as marketing tactics. Digital innovation and AI may have to wait for 2024 when brands are more comfortable experimenting.
If you’d like to connect with a marketing strategist to talk about 2023 top trends in Bev-Alc, reach out to BrandMuscle!
Senior Vice President, Strategic Marketing