With online marketing for alcoholic beverages growing, wine and spirits marketers are looking to reach 20- and 30-somethings who are spending more and more time on the Web. This means developing creative interactive campaigns that reach beyond a liquor brand’s corporate site.

“Wine and spirits competitors generally rely on brand awareness campaigns to generate sales and engage consumer loyalty,” says David Tapscott, brand director of whisky brand Crown Royal. “However, as media consumption shifts, many brands are realizing the importance of connecting with consumers outside of traditional media.”

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