Can summer drinks be popular in winter?

22 November, 2017

Additionally, the festive season in particular, provides more opportunity for brands to do integrated work that supports both the on and off trade.

For brands seeking to bridge the seasonal gap, careful planning is imperative. Factoring in time to bolster established fans and potential new audience anticipation is crucial in getting your name spread.

The best measure of an initiative’s success is not the immediate return; it is post-event brand engagement. Additionally, stay relevant by ‘checking up’ on the customer base via emails and interacting with them via engaging social posts and competitions to inspire new opportunities and occasions for a drink to be relevant.

No matter the season, one thing to always remember is maintaining core brand identity. Drinks brands need to be aware how consumers view their product in every marketing decision - it’s good to create a different experience as long as it doesn’t become too far removed from your essential brand equities.

For example, there are clear differences between what typical and dedicated cider consumers choose in the summer months compared to those in the winter, meaning that limited edition variants provide a great way for brewers to refresh their range without expanding too far.

While the summer season brings amazing occasions of prestige, heritage, and sheer excitement; autumn and winter are all about creativity and hospitality. Whatever the season, the most important aspect of any campaign is the customer and their experience.

Not only does a drink need to taste good, it needs to look amazing and above all tell a story, a story that they can instantly share across social channels. Consumers will always rely on brands for entertainment, but it’s the brands that react quickly to the changing trends that will thrive in this spontaneous, immersive and shareable world.

Keywords: strongbow, Manners




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David Williams

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