Smart alcohol marketing

Posted: May 12, 2010 in Uncategorized

In the summer of 2007 I went to the KONE International Youth Camp, which is a sponsored international camp in Finland. All expenses were paid for the children of KONE (Elevators, Escalators etc.) employees. On this wonderful trip I met a lot of nice people and also I spotted two trends.

On a party with a lot of punkers and other pierced people, the girls were wearing all kinds of ciders, and the boys were drinking a mix of home brewed Vodka (alcohol is way to expensive in north europe) with some kind of a sharp pastille with salmiak taste. Since I liked the guys drink, i tried to make it in at home in Holland as well. I used Fishermen’s friend pastilles and cheap vodka’s. On several parties this drink made a lot of guys vomit.

Last year, Heineken successfully introduced JILLZ, This apple cider in a bottle became the terrace hit of Holland in the summer of 2009.

But I was more inspired that the success of my drink inspired the people behind Flugel to make a pre mixed drink of it:

They call it Firemen I’m sure it’s going to be a success, the next time i see it in a liquor store I will definitely try it!

Speaking about Flugel, they are probably some of the best sales people in the world. For the ones who don’t know, they sell a vodka-raspberry energy drink mix in a shooter sized bottle. The thing is that a ten pack cost approximately 10 Euro in a liquor store and the bottles are around 2 Euro’s in a bar! For a real shooter this is not bad, but Flugel only consists 10 percent alcohol. This is approximately the same percentage as a white wine. A ten pack of Flugel has the same amount of liquid, 200 Ml, as one glass of wine. The price per liter is then 50 euro, So it is as expensive as a very very good wine. The marketing people of Flugel created so much extra premium value that they can make a very  low alcohol mix that is 1000 percent more expensive as regular wine!!

This price different, is mainly due to they genius marketing efforts, they hand out o lot of merchandise for free in bars, and they sponsor a lot of events, especially everything that has to do with Apres-ski!

Last year i found a great guerilla marketing campaign from Jaegermeister.

A cage was placed in the middle of a street in Amsterdam, between the cage and the liquor store there was a path of destruction. The Jaegermeister display window was broken, and the people were on the street were flabbergasted. Of course this was a guerilla marketing stunt that perfectly fits with the new pay-off: Unleash the beast..

Overall can be said that Liquor companies are just the best marketeers, the funniest ads in the world are most often by beer companies, and liqour companies are great in creating trends. One year Breezer is super cool and the next year BreEzah means the same as slut.

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