We’ve been tarred with a big black brush for putting nightclubs out of business, the decline of the Great British pub, and shunning big brands in favour of something more artisanal, more ‘authentic’.

It’s not that we don’t like booze (you’ll still see inebriated millennials out and about) – some of us are just after something a bit different. We’re not always up for getting wasted and waking up Sunday lunchtime feeling like our minds and bodies have been infiltrated by a swarm of angry bees. We don’t wear a hangover as a badge of honour as much as something to be pitied.

It’s common speculation that we don’t want to act how our parents did. But surely it’s more complicated than that? We live for instagrammable, like-worthy experiences – so we actually want to remember what happened the night before. We’re also a lot more health conscious than previous generations. We’ve seen first hand what binge drinking does to people long-term, and the internet is constantly bombarding us with fitspo, vegan diet tips, and nefarious healthy living inspiration. But most of all, we don’t want our social reputations and future prospects to go down the toilet if we start acting like idiots.

When you do find us imbibing a beverage, it’s highly likely to be an artisanal, hand-crafted cocktail – or we’re drinking at home because going out is too much effort. Or possibly, we’re at some sort of indescribable, once-in-a-lifetime event, too busy taking selfies to think about what drink we’re getting next.

So here’s the question: In a world where we’re drinking less, and hankering over high-quality, small-batch labels, what should brands be doing to connect with us?

Here are 7 things:

1.THINK SMALL

A major problem facing big spirit brands is their size. Seeing product recalls, ingredients scandals, and the ‘we’ll stop at nothing’ greed of corporations to turn a hefty profit, we’re more wary of big brands. This means we’re also more clued up about products – picky about ingredients, interested in process, and we want to believe that our drink has been distilled by a wise artisan who cares passionately about their craft. And thanks to social media, we’re also far more likely and able to tell our friends about it.

And as we turn towards these smaller, high-quality independent names – we’re actually drinking less, but spending more on what we drink*.

But there is still an opportunity for bigger brands to regain that trust – to build an enticing story of provenance and process that can give our new generation of ‘woke-drinkers’ something to talk about. They need to connect more with their local communities, and help grow their roots through local initiatives and events, show off their processes. Done well, this can make your brand feel part of culture – it could become a local tradition, something to take pride in and also give your brand a more authentic feel.

Some brands have already picked up on this – like Glenfiddich, who collaborated with a craft brewer and an ice winemaker to create a unique whisky with an unusual finish, giving it a limited, small batch feel, and unusual production methods you could impress your friends with. Budweiser has taken a simple approach to provenance, by changing their labels in the US to show you exactly where the beer was brewed, giving it more of a small batch feel.

*Mintel 2018

2. BE MORE HUMAN

Brands need to take a long, hard look at the qualities they bring – good and bad. Let’s face it, alcohol isn’t exactly good for you, and brands need to start showing that they understand and care about this beyond a ‘drink responsibly’ line tagged on a bit of content.

In fact, the old aspirations and status of ‘getting wasted’ are slowly dissipating. It’s now about getting a buzz from the experience and rituals of drinking, rather than the drink itself. Alcohol ads have always been well regulated and restricted, but where we used to ignore moderation, maybe it’s time to embrace it? The Lagavulin ad, simply called ‘Yule log’ was a 45-minute silent dram with Nick Offerman, where he comfortably stares at you for the duration. This might sound creepy, but the way it’s been produced makes it incredibly cool. There’s immense comfort in his slow appreciation of a good whisky, to the hygge effect of the cosy room and roaring fire, and solace in the quiet, contemplative, ‘no effort required’ nature of this clever bit of content. Heineken has also created a jazzy, powerful ad ‘Moderate Drinkers Wanted’ which shows the unattractive side of inebriation, celebrating moderation. It can be done, and done well.

3. GET US OUT OF THE HOUSE

Recent stats show that 28% OF Millennials can’t be arsed to leave the house to drink, and would rather stay at home.

Brands need to think about how to motivate people and get them excited enough to go out. Facebook events could help – these are mainly groups of already engaged audiences and enable brands to tailor content around an event. From Post Polls (If you do a poll, make sure it affects the outcome of the event), Memes, Competitions, teasers, online experiences, it’s worth getting people excited and geared up for a magical evening, and starting the event early.

The best example that comes to mind is Secret Cinema (if you haven’t been, go –  you’ll remember it for the rest of your life) – the world-famous events company finds inspiration in cult films, builds immersive movie sets full of actors and invites you to be part of the story. Every single event is preceded by social immersion into the world of the film – you might join a secret organisation on Facebook, proclaim your character’s attendance on social, chat with other people attending the event, and pick up on little clues as to what might happen when you get there. It never fails to make sharing content around the event fun and exciting. Something which booze brands could definitely do more of around their events.

Equally, it’s worth incentivising consumers to share their content during the event. You need to make sure everyone’s using your hashtags, and you either offer to share the best on your feed to help them pick up more followers, or have an unusual, conversation-starting prize.

4. LET YOUR CONSUMERS STEAL FROM YOU

Many brands create their own merch,  but how many of them are so good at it that it creates an army of petty thieves or “lateral salesforce”? Getting quality branded merchandise into people’s homes gives them a constant reminder of the brand, and can also act as a conversation starter with guests and potential new consumers. And in light of the fact that many people prefer to stay at home to drink, it’s more important than before.

Take the Hendrick’s Tea set for example – serving your friends a cocktail from this rare and unusual teapot never fails to incite a comment or a quick social post. It also taps nicely into the new home-drinking trend with some inspiration for mixology.

Or perhaps, you could let them steal your expertise? The Smirnoff Instagram your fridge campaign came with a simple challenge – share your fridge content, and they’ll send you a bespoke cocktail recipe with what’s available. With an exponential rise in artisan cocktails, could brands help us make more of our ingredients at home? A monthly cocktail prescription, perhaps?

5. WE THINK, THEREFORE WE ‘GRAM

We worked with some influencers for Aperol Spritz a few weeks ago, at the Big Spritz Social. One of the main features was an orange canal big enough to row a boat across. We were amazed by just how many pictures the ‘creators’ took around the canal before they even had a sip of Aperol – just to get that one perfect shot. It’s not dissimilar for your spirits consumer either. We’ve all been through the ritual of taking a picture of our concoction at its most perfect – garnishes and all – and the more you can help make that FOMO inducing, the better.

In fact, the younger generations are buying into the experience economy more and more. They’re spending less money buying things and more money on doing things. Experiences are seen as status symbols, and it’s no wonder. A trip abroad, or experience can easily provide them with more content than material goods, some memorable highlights to add to their social feed.

But, as well as making sure your signature serve is enough to bring on a bout of jealousy, you need to think about the environment they’re drinking it in. You might not have an orange canal, but there are other ways to make smaller, memorable experiences in bars. We worked with Hendrick’s gin recently to make harmonious music with cucumbersbehind the bar – letting people create their own musical tracks by touching sound-inducing cucumbers while enjoying a cocktail. And sending them their track afterwards to share on social. Chivas created an ‘Ice Press‘ – a wonderful bit of kit that transformed a block of ice into a perfect sphere for the perfect dram. So you just need to make sure that every time they enjoy your brand, they don’t just drink it – they experience it.

And don’t just think about this as an opportunity for a static gram. More and more people are taking boomerangs, using Instagram stories, Snapchat filters etc. So your environment needs to help them play with all those features.

6. THINK LATERALLY ABOUT INFLUENCERS

Every booze brand knows it’s best practice to engage influencers within or parallel to the category, but real cut-through comes from looking further afield and tapping into lateral passion points and interests.

To do this successfully, you need to know what your consumer’s passion points are outside of the category – and a lot of the time, it’s not as obvious as you’d think. Take, for example, the recent campaign from the Ardgowan Distillery – where a trio of Arctic explorers were challenged to hike to the South Pole for Hogmanay and partake in the world’s most southerly dram – only using renewable energy. They might not have had the biggest following, but the campaign tapped into the audience’s maverick side and it became a much wider, PR-able story.

When you do start working with these more relatable influencers, you’re going to have to be brave because they’ll want to do things their way. No one knows their audience better than they do – what they’ll respond to, what makes them click that like button. So give them some creative leeway to show their passion for your brand.

7. TURN BARTENDERS INTO YOUR PERSONAL INFLUENCERS

Only one person is standing between your discerning drinkers and your product in a bar – the bartender. They’re not the subservient agony aunt of yesteryear, just waiting to hear all your problems. They are (for the most part) ambitious experts who can keep you ‘in-the-know’ about the latest trendy cocktail or spirit. You need to get them on side so they can help get us millennials excited about your brand.

But you’ll have a lot of competition. The mindset for many bartenders is to work behind the bar for a while, build up a social following, and become a brand ambassador or start their own business. They’re hungry to become the influencers of the booze world.

We’ve always treated bartenders like influencers – getting them involved in the creation of signature cocktails, events, making sure they always have a show or a story for customers.

It’s worth helping them make the most of their own social channels too (Whether it’s for the drinking establishment or the bartenders themselves). When we started training up the Glenfiddich Ambassadors, we showed them how to effectively use social channels, provided them with assets and copy, identified people they should be following and engaging with, and even kept them up to date with different functionalities. It might sound like a lot, but the more you connect with them, the more likely they are to recommend your brand.

While engaging full-time professional bartenders is great, don’t forget about all those people who don’t treat bartending as a career. There’s a bigger opportunity for something more than the usual cocktail competition that aligns with everyone’s values –  maybe an entrepreneurial challenge – something which focuses on their side hustle and gives them a bit of creative fodder.

Now, who fancies a handcrafted, small-batch dram of whisky?

The post How To Invite A Millennial For A Drink appeared first on Vivaldi.

Does one generation alone warrant a new brand strategy? We think so. Gen-Z influences 93% of household purchases. In the U.S., 82%  of parents admit that their children influence their purchasing decisions. Win over Generation Z and you win over older generations of Gen Xers and baby boomers too. 

Our audience is changing—rapidly. Growing a business in today’s world means building a brand strategy that engages the unique expectations of Gen-Z.

Understanding Gen-Z Consumers

What makes this generation of consumers so different? While social media, smartphones, work from home, and other digital trends entered our lives as teenagers or adults, that is all Gen-Z has ever known. These young people are digital natives,  born into a world of online experiences—from social interactions to purchasing—and that is where they spend much of their time.

Gen Zers spend an around of 3 hours per day on social media, far more than any other group. They expect instant results; quick responses from friends, family, or businesses; and media that inspires.

Not to be confused as a generation that only seeks instant gratification and beautiful products, Gen Zers are conscious consumers. They were raised in a recession and are keenly aware of the social, political, and economic tension that has pervaded their young lives. Their decisions are not flippant, although they do value flexibility, change, and risk.

Finally, it is important to understand that members of Gen-Z value progress—politically, socially, and environmentally—and are willing to support businesses that are doing their part to drive change.

All of these distinguishing characteristics of this generation should play a role in the way we develop brand strategy. A strong brand strategy  doesn’t simply “appeal” to this new audience of consumers but engages them. In fact, there are 5 key insights into Gen-Z that must be acknowledged in order to build new business models that empower our brands to grow and expand.

Key Insights to Build a Better Brand Strategy

Our goal is to help brands look beyond basic marketing tactics and instead create brand experiences and strategies that reach the most influential audience: Gen-Z.

Innovative solutions to meet the expectations of a generation don’t always come easily. In fact, a new business model and innovation strategy require that businesses shift away from thinking in silos and pipelines and towards an integrated model. Brand strategy must be consumer-led, valuable, and seamlessly integrated. This approach allows brands to more effectively engage new audiences on every level, from the foundation of the strategy (consumer-led) to brand-consumer relationship, customer experience, and communication.

These 5 insights help us delve deeper into the Gen-Z audience, how to engage with them, and how to become trustworthy, customer-first brands.

Access Over Ownership

Gen-Z seeks access to products and services that will make life easier, but they don’t always pursue ownership. What does this look like tangibly? Gen-Z consumers are more likely to use platform-based products that allow them to rent—not own—the things they need. For example, electric scooters that allow them to get from point A to B without actually purchasing a scooter, or streaming services that establish a month-to-month purchase agreement and no long-term commitment.

For businesses, this requires enabling direct access to products. In particular, many brands are shifting to utilizing platforms and subscription-based services to make their products more easily accessible. By 2025, it is predicted that 30% o f the world economy will be platform-based. 

This challenge to the conventional pipeline of delivering products to consumers is especially important to businesses today. Taking the time now to develop platform and digital ecosystem strategies will prepare your brand to meet these changes head-on.

Hyper-Personalization

Growing up in a digital world means Gen-Z is accustomed to products, services and customer service experiences that are tailored to their specific needs. Having become accustomed to personalised music playlists, this generation will expect personalised shopping experiences and travel planning. More than half of Gen Zers are willing to pay more  for personalized options, which is significant for a generation that also values cost savings and financial planning.

Generic products and less attractive designs are having minimal impact on this up and coming generation. Adjusting a brand strategy to meet this expectation means exploring segmentation axes around the needs, values, and experiences of the consumer. It also means finding a way to either customize a product or personalize a service around the consumers’ values.

Anchored in Ethics

It should come as no surprise that Gen-Z values ethics. Growing up among climate change, the #metoo movement, and an increasingly global call for ethical manufacturing standards, they have taken up the call for change on almost every level of society. And they expect our brands to do the same. Gen-Z consumers are more willing to engage with brands that are sustainable, authentic, and pursuing a higher social purpose. 

In fact, a majority of Gen Zers refuse to purchase from a brand that is involved in a scandal. Our product and service branding must not only capture their attention, but our entire brand strategy must be established on trustworthy and ethical practices. Not only that but value propositions must look beyond the simple value of a product and focus on the value of the brand as a whole.

Seamless Experiences

If there is one thing Gen-Z has made clear, it is that they don’t have time for long, drawn-out processes. They live in a world that is constantly on the go, and they expect brands to meet them wherever they are in the world. Seamless experiences mean building branding solutions that are fast, smooth, and easy to use. If making a purchase or interacting with a company’s service is slow or has too many barriers, Gen Zers will move on quickly. 

A branding strategy that utilizes innovations and creates value-driven customer experiences, however, will keep them coming back again and again. The way we view value propositions must shift. Brand value lies in the overall experience of the consumer, and not only the value of our unique product or service. This transition impacts every layer of business and brand strategy, including the way we choose to build our platforms and interact with our customers.

Capturing Attention

Gen-Z decide in mere seconds if a brand is worth their time and attention. Short, to-the-point content that drives a conversation is how many brands are choosing to engage with Gen-Z. Think TikTok or Instagram Reels. These short video-based social media solutions quickly capture the attention of a young audience. 

Other social media brand strategy examples include Oreo’s “Show your playful side” campaign on Snapchat, which invites consumers to be part of the conversation and the brand as a whole.

The challenge brands face is establishing that they are worth the attention of their Gen-Z consumer audience. Building a dialogue with your audience is about more than just great digital marketing. Brand leadership starts with a business model and brand strategy that is integrated, micro-targeted, and tailored to meet the unique needs of your consumers.

Building the Future of Your Brand

Gen-Z is a force to be reckoned with. Understanding their unique consumer behaviors is a significant key to growing and building an effective and innovative strategy for even an established brand. Vivaldi helps companies hone in on the purchasing and lifestyle trends of Gen-Z—and other target audiences—to develop brand strategies and new business models that create extensive opportunities for growth. To build the future of your brand, download our in-depth guide the 5 challenges brands face in engaging Gen-Z, and how to solve them.

The post Gen-Z Insights: Why It’s Time For A New Brand Strategy appeared first on Vivaldi.