PPB August 2021

Market Snapshot The pandemic spurred a major home mixology movement. From quarantinis (basically any beverage sipped at home) to walktails (cocktails enjoyed while walking), consumers have learned to get creative. According to a Drizly, an online alcohol delivery platform, sales for cocktail ingredients such as bitters, syrups and mixers surged 600 percent in 2020. Most alcohol consumers (54 percent) say they will continue to mix at- home cocktails through 2021. Retailers can connect with this crowd by serving up cocktail-related promotional products. Items such as colorful wine glasses, bottle openers and cocktail kits can make brands a part of the at-home party. Wineries, bars and distilleries can also expand their branded merchandise to include bar tools, cocktail books and other items that allow fans to recreate the drinking experience back home. One reason for the continued spike could be an increase in options. Consumers can take virtual cocktail-mixing lessons to stir up their own drinks at home, grab a seat at the bar or get their drinks delivered curbside. Most states that allowed to-go cocktails during the pandemic are making this pivot permanent. As of June, at least 20 states are allowing bars and restaurants to continue selling cocktails to-go. However consumers purchase their alcohol, they are contributing to a market that has historically fared well through turbulent times. If projections hold true, the post-COVID era will be no different. Globally, the wine and spirits market is projected to reach nearly $151 billion this year and grow to almost $209 billion by 2025, according to Research and Markets. Whether you want to work with wineries or tap into the bar and tavern market, you can use promotional products to make a splash in all kinds of ways. From giveaways at tastings and festivals to gift-with-purchase items, promotional products allow beverage brands to refresh their marketing, tell their brand story and keep their fans engaged. Read on to learn about the wine and spirits market and how you can get in front of their audiences. Wine Is Fine Global Drink Wine Day falls on February 18 every year, but you can market to wine enthusiasts any day with creative and useful promotional products. Approximately 75 percent of adults drink wine, and nearly half (44 percent) consume at least a couple of glasses per week. Here’s why they’re pouring a glass (or a few): 63 percent say because they enjoy the taste 47 percent say because wine relieves stress 41 percent say because wine pairs well with food 33 percent say because wine makes them happy Source: SurveyMonkey Who’s Drinking Wine? Here’s a generational breakdown of wine-share sales in the U.S. last year: Baby Boomer – 36.4% Gen X – 34.8% Millennial – 20.3% Silent Generation – 5.4% Gen Z – 2.9% Source: Statista | AUGUST 2021 | 37 GROW