The competition is as fierce as the variety of consumer tastes. Whether you’re a brewery, distillery or vineyard, the competition encompasses all alcoholic categories, not just your sector. National giants have been forced to acknowledge that typical media strategies that worked in the past do very little to motivate today’s audiences or propel current sales. Gone are the days of mass marketing.
For example, Gen Xers may be more loyal to a brand and do in-depth research to seek out new brands. They respond to traditional advertising methods and sampling rather than flashy ads or videos. While Millennials do less comparative shopping and 84% of the time are found to be heavily swayed by an influencer when choosing a brand. Despite opposite buying patterns both audiences need to be considered in your media strategy. This is accomplished not only from creative messaging but strategic media placement.