Why Alcohol Marketing Is Our Niche
For as far back as I can remember I’ve always wanted to brew beer. Now this in 2017 can be seen as a pretty hipster statement, so I won’t bother stating that I was brewing beer “before it was cool” at risk of worsening that tone.
But I do tend to say that a lot … and I was
We brewed a lot. Not sticking to one particular style either, all sorts were made and tested. From light pales to dark, really dark (they were too dark) stouts. We then started toying with fermenting and flavoring all sorts of liquor.
When an old Italian couple down the road from me decided to stop making wine, they handed all their equipment onto us. I can promise the resulting vino was not of the same standard. But the possibilities of what could be created with a small amount of equipment, limited ingredients and a few ideas was amazing.
Believe it or not I am trying to get to the titular question – why is the YesMore agency specific to alcohol? Because the short answer is in fact just one word – passion. We love this stuff.
That burning which spurred my friend and I on thirteen years ago is the same thing moving YesMore forward today, a genuine love for this industry and a needing to be part of it. It helps to wake up each morning and already be thinking about the brand conversations you had the day before, or spending your weekends at distilleries who’re working in new ways. Afternoons of meeting new start ups who’ve built their own specific distribution model, then going to brew and distill competitions to talk with entrants on why they’ve entered, well, more importantly what they’ve entered!
So I’d say that passion is the main reason, it’s key. We blended this with our other passion that is modern marketing and the result was our agency.
The opportunity however, are the huge changes the industry is going through in all sectors currently. From what’s available for the consumer to buy, to how they buy it and what is they actually want. Brands such as Fever-Tree (a premium tonic water brand) are seeing huge levels of success thanks to the recent rise in gin culture. Something I don’t think anyone saw coming. More and more products and tastes are gaining popularity in a market which is increasingly harder to predict, which as mentioned is a great opportunity, not to mention ridiculously fun.
I begun to realize how important it was to be an enthusiast in life. If you are interested in something, no matter what it is, go at it full speed. Embrace it with both arms, hug it, love it and above all become passionate about it. Lukewarm is no good.
It’s easy to think of the marketing challenges out there today as just affecting the brand owners and producers, they’re the face of most of these products, they’re who we see in our supermarkets and on our pub taps. But the changing digital landscape within alcohol is affecting the entire chain, from suppliers of raw materials to the regulatory bodies who oversee the whole lot. By working with each of them we’re empowered to see the bigger picture. How a harvesting challenge faced by one client effects the problems faced by a vendor on another project for example. It’s is a holistic industry approach we haven’t seen taken from an agency before and it’s already garnering some great results.
Now is an interesting time for all parts of the alcohol sector. Small local distilleries need to find ways to distribute half way around the world, big brands as always need to find a way to connect to their consumer (not just sell to them) and every company needs to be aware of the changing landscape and the new threats that come with it.
YesMore’s unique vantage point from working across the entire industry is just the first tool that so many companies can benefit from. Our pride in everything we do along with our incredible staff is mixing up a some great results, but it is (and always will be) our passion which sets us apart.
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