Drinks
Between
By Lauren Sabetta | Managing Editor
A cautious approach to ad spending
Although the Super Bowl has long served as a stage for brands to deploy celebrity endorsements while dropping millions of dollars on seconds of airtime, spirits is a relatively new entrant to the Super Bowl. For instance, this year Rémy Martin showed up on the scene with its inaugural “Inch By Inch” ad featuring tennis star Serena Williams.
During this year’s big game, Williams also appeared onscreen, yet again, during a Michelob ULTRA commercial — this time, however, on the golf course with Brian Cox, Tony Romo, Alex Morgan, Canelo Alvarez and Nneka Ogwumike in a playful round on the green.
Yet, when it comes to advertising — beer, wine and spirits — brands are becoming more cautious when it comes to ad spending across media channels, including TV, print, online and mobile, according to a recent study by MediaRadar, New York.
MediaRadar analyzed a sample from national TV broadcasts, national print publications and newspapers from top designated marketing areas, as well as online channels like websites, over-the-top (OTT) channels, podcasts, social platforms and YouTube. The data pertains to Jan. 1, 2021, through Jan. 31, 2023, the company notes.
(Image courtesy of Getty Images)
“According to MediaRadar’s data sample, ad spend on alcohol in 2022 decreased by 17% from 2021,” it says. “Over 2,200 alcohol advertisers invested nearly $1.7 billion on 3,300 beer, wine and spirits brands during 2022, compared to 2,400 advertisers that spent over $1.9 billion the previous year.”
Further, nearly half of the brands that advertised in 2021 (48%) did not return in 2022, the company says.
“Alcohol brands really ramped up their advertising during the pandemic when the demand was at its peak,” said Todd Krizelman, CEO and co-founder of MediaRadar, in a statement. “Now in a post pandemic world, our data shows that alcohol companies are being more cautious with their advertising budgets and may be exploring other forms of marketing or advertising to reach their target audience. The demand for alcohol is there but advertisers are being more strategic on where to allocate their budget.”
To gauge the state of advertising for beer, wine and spirit brands, MediaRadar identifies key patterns and findings, as follows:
Ad spend for tequila brands increases
MediaRadar’s data sample revealed that in January 2023, more than 380 alcohol advertisers invested $69.3 million, an 18% decrease from January 2022, it says. Meanwhile, ad spend from beer brands decreased 14% and whiskey brands 34%, it notes. However, other forms of alcohol saw year-over-year (YoY) increases:
- Tequila brands increased by 355%, with Bacardi’s Patron and Becle brands both increasing by more than 1,000%
- Vodka advertisers increased by 72%
- Winemakers increased by 21%
Vodka brands among top spenders in 2022
Of the $1.7 billion spent last year, $1.6 billion (86%) was spent by vodka, beer, whiskey, hard seltzer and wine brands, according to MediaRadar. Advertising for beer brands nearly reached $760 million as opposed to the $261 million spent by whiskey brands, the next-highest category, it notes.
- Vodka ($104 million) increased by 5%, the only major category to see gains. This was buoyed by a 76% YoY increase from Q1 2021 to Q1 2022, and a similar 28% YoY increase in Q3.
- Beer decreased by 2% from 2021 to 2022
- Whiskey decreased by 20%
- Hard seltzer ($173 million) decreased by 41%
- Wine ($125 million) decreased by 24%
Most advertising dollars go toward TV
In January 2023, alcohol advertisers invested $49 million (71%) toward TV ads compared with $17.5 million toward digital media and $2.5 million to print publications, according to MediaRadar.
“Alcohol companies’ digital media ads increased 10% YoY. TV ad spend decreased 23% compared to January 2022 and print was 40% YoY lower,” the company says. BI
‘Sun’s Up’ with High Noon Tequila Seltzer
Just in time for the sunny season, High Noon debuted a new iteration of its flagship “Sun’s Up” campaign. The 360-campaign, brought to life in partnership with creative agency Preacher, features High Noon’s latest innovation: High Noon Tequila Seltzer. High Noon continues to shine bright with its “Sun’s Up” campaign, a platform that encourages consumers to always live like the sun is out — one that features good friends, good drinks, and good, funny moments that make it all worth remembering, the company says.
Now, the brand is set to shine even brighter with the introduction of Tequila Seltzer, it adds. The creative maintains the same cheeky tone as the preceding campaign spots, but features new occasions with a southwestern flair — like playing horseshoes and relaxing in a cowboy pool— and also reminds consumers of the brand’s premium ingredients and use of real tequila and real juice, it says. Beginning May 1, the series of 30-, 15- and 6-second spots are backed by a robust national media plan and will run across broadcast TV, streaming platforms and social media, it notes.
Essentia Water announced the launch of a new campaign featuring Emmy-nominated actor and producer Millie Bobby Brown, alongside Super Bowl winning Quarterback Patrick Mahomes. The films, which make up the latest installment in the brand’s “Stop for Nothing” campaign series, highlight how Essentia fuels the strength to pursue goals and relentlessly be yourself, it says. Brown’s ad spot showcases how she paves her own way in the film industry, as she makes intentional decisions at various crossroads that ultimately lead to her next role. “My hope through this campaign is to help my fans feel empowered to pursue their passions, fearlessly and unapologetically,” Brown said in a statement. Mahomes’ ad spot highlights how he goes the extra mile in pursuit of excellence, actively working to improve his game, both on and off the field, the company says. Mahomes added: “Essentia has always looked to inspire people to do what matters most to them. This year’s iteration of ‘Stop for Nothing’ focuses on the resilience it takes to stay true to yourself, a message that has been important to me from day one.” The campaign was created in partnership with Essentia’s lead creative agency, Droga5, and features 30-, 15- and 6-second spots. The films are airing across digital and social channels, as well as online video platforms (Hulu, NBC Universal, ESPN and Sightly), and on Essentia’s YouTube channel.
‘Stop for Nothing’
Did You Know ...
A majority of consumers across age demographics are willing to pay more for sustainable packaging, despite global inflation.
According to a recent Trivium Packaging “2023 Buying Green Report,” sustainability continues to play a major role in consumers’ product purchasing decisions.
After surveying more than 9,000 people across Europe, North America and South America on their behaviors related to sustainable packaging, key takeaways from the Trivium Packaging report are as follows:
To celebrate JetBlue becoming the first airline to serve Pepsi Zero Sugar onboard, the pair teamed up to offer consumers a chance to win the “once-in-a lifetime” travel experience, featuring JetBlue's zero-fee perks, to the ultimate 0° latitude destination: Quito, Ecuador. Through May 4, travelers were able to enter to win one of 100 prizes by tagging #zeroisnowboarding, #sweepstakes, @jetblue and @pepsi on Instagram or Twitter. Three grand-prize winners and one guest each were eligible to receive roundtrip flights to a JetBlue destination of their choice (which could include the 0° latitude destination Quito, Ecuador) featuring JetBlue’s signature zero-fee perks, including seatback entertainment, brand name snacks, PepsiCo beverages — and the most legroom in coach, it says. Grand-prize winners also received a $4,000 JetBlue Vacations certificate for use on the roundtrip flights, hotel, ground transportation and/or activities at their destination, it adds. “Our team just launched an advantaged new formula that now makes Pepsi Zero Sugar hands down the best tasting cola in the zero-sugar category. We can’t wait for consumers to try it onboard JetBlue. Its smooth, real cola taste coupled with JetBlue’s inflight experience proves that zero never tasted so good,"said Scott Finlow, chief marketing officer at PepsiCo Foodservice, in a statement.
Flying high with Pepsi Zero Sugar
Flying high with Pepsi Zero Sugar
June 2023 | bevindustry.com