Posts in Spirits

Booze Views: Why this could be the winter of the gin toddy

September 10th, 2018 Posted by Alcohol Marketing, Spirits 0 thoughts on “Booze Views: Why this could be the winter of the gin toddy”

Gin lovers might be holding out for summer’s last hurrah, but you can bet your sweet copa glass that alcohol marketers have their sights set firmly on what you’re going to be warming up with this winter. And I think conditions are set for the spectacular return of a Dickensian favourite.

You don’t need to take an interest in gin. Or even in the alcohol market. A passing awareness of the existence of liquids will do to know that gin is booming. Even the national press has been all over the Interminable Rise of Gin this year and – look around – it is just bloody everywhere. Even Good Housekeeping emphatically declared the UK “a nation of gin lovers [sic]”, as gin sales in 2017 grew 27% on 2016, with a massive spike at Christmas.

But, thing is, it’s obviously not all that interminable.

WE’RE REACHING PEAK GIN

Breathless coverage of WSTA figures in March (aping a doubtless-even-more-breathless press release) announced that Brits bought a bottle of gin per adult at Christmas 2017. If those bottles have all been polished off by now, it would be equivalent to every adult in the UK drinking at least one (generous) gin and tonic a fortnight. Which is not unimaginable. But, given that, for all gin’s meteoric rise, it obviously can’t sustain this growth long-term. Add the fact that gin has already leapfrogged vodka and whisk(e)y to become the UK’s most popular spirit, and the ceiling looks ever closer.

Yes, June saw World Gin Day and Mother’s Day combine to boost sales even further (cue ‘Mother’s Ruin’ headlines across the trade press; sigh), according to the WSTA, but the gin market’s recent trajectory has been so steep that it’s going to be a very tall order to maintain it.

Sales volume of gin and genever manufactured in the United Kingdom (UK) from 2008 to 2016 (in thousand litres of pure alcohol)

SO WHERE NEXT? 

Accordingly, producers and marketers will be getting increasingly inventive. We’ve already seen the first wave of this with new product development; Adnams (which, laudably, follows its brewing tradition to distil from grain – but let’s not get into that debate) was the latest notable producer to jump on the pink gin bandwagon – a trend so thoroughly arbitrary it might genuinely have been inspired by a game of Pin the Tail on the Dulux Catalogue. The next theatre is the pub. New sales and new routes to market mean new product on the bar. And, for my money, that new product is the thoroughly old-fashioned gin toddy.

BUT WHY HOT BOOZE?

I can understand if you’re sceptical. The combination of heat and booze tends to go firmly one way or the other: spectacular, Christmas market-drowning success or sad, bartop urn-stewing failure. Mulled wine and mulled cider – bang on. Apple whiskey punch – not so sure. But there are two interesting differentiators for success: firstly, simplicity and clarity of product. Mulled wine: hot wine. Spices, yes; sugar, yes. But recognisably hot, sweet wine. Easy. Mulled cider: well, it’s like mulled wine, but with cider, isn’t it? Hot, sugary cider. Yes please. And secondly: tradition.

It’s always about the story in alcohol marketing. Mulled wine found its way into winter tradition through the ubiquity of glühwein at ‘German’ Christmas markets, helped along by the middle-class predilection for a vin chaud of a skiing holiday. Mulled cider sensibly rode its coattails in more recent years, making a savvy nod to West Country wassail tradition. It’s got bona fide historical creds. That goes a long way in making it stick.

ENTER, THE GIN TODDY 

The gin toddy ticks both boxes. Basic proposition: sugary, lemony hot gin. Laaarvely. Its provenance is a tad hazy, but it’s probably sufficient that it’s referenced in a song from Oliver! (“gin toddies, large measures”). And, as a bonus, let’s not forget the fact that it gives gin marketers yet another opportunity to wax lyrical about the botanicals. Because it’s always about the botanicals (read: stuff you’d normally either a) go out of your way to avoid in a bag of Allsorts, b) put in a curry or c) spend an ill-tempered afternoon ripping out of your driveway).

Is this an earth-shattering prediction? Not particularly – but I hope you’ve enjoyed coming along for the ride on my semi-informed, ad hoc reckon again. Come back next month and some other booze hack might even have published the season’s first ‘perfect hot toddy recipe’ article – I promise I’ll try to rein in the smugness.

Cheers,
Rich

For more news from the wonderful world of alcohol you can sign up to our newsletter in the right hand column of this article. 

If working with us sounds fun why not email Jobs@Yesmore.co.uk? And if you’d like to hire our excellent team just say hello – hello@Yesmore.co.uk  

If you want to get back to the main site just click this way.

Spirits brands who have abandoned Twitter

Spirits Brands On Twitter

April 18th, 2018 Posted by Alcohol Marketing, Spirits 0 thoughts on “Spirits Brands On Twitter”

We’ve done lots of work with spirits brands. So recently we were discussing amongst the team at YesMore whether they are abandoning Twitter. Anecdotally we could feel this was a resounding ‘Yes’ but our inquisitiveness has lead us to strive for a little more concrete evidence than that.

Over the past few weeks we’ve studied hundreds of brand’s social media activity on Twitter. We’ve found that a staggering 42% of spirits brands studied have abandoned Twitter with no tweets in the last month. All the spirits brands are from brand owners such as Diageo, Pernod Ricard, Beam Suntory, Campari Group, Brown Forman, Bacardi and William Grant & Sons.

YesMore have also discovered an incredible amount of spirits brands that haven’t posted in over 3 months. And some haven’t tweeted in over a year. We’ve detailed all our findings in a perfectly skimmable PDF report. You can view it in your browser or download to your device by entering your basic information below.

Included in the findings:

  • The full list of over 100 spirits brands on Twitter
  • A breakdown of which brand owners they belong to
  • The top 5 spirits brands on Twitter
  • The four key factors that have contributed to their success
  • Should you use Twitter?

Most notably, we’ve done some additional analysis on Beefeater, Auchentoshan, Haig Club, Bombay Sapphire and Makers Mark. We’ve shared initial advice on how brands can be more efficient on Twitter with their limited resources and budget, and to get better return on their investment in social media.

Download the findings & advice: Are Spirits Brands Abandoning Twitter?


Read more about YesMore Agency research in The Grocer MagazineBeverage Daily, Campaign Magazine, PR Week, Neat Pour, Marketing Interactive, Digi Day, The Drinks Business, Just DrinksDrinks Bulletin and more.

 

Want to know more about us? Take a look at YesMore Agency services, or contact us on hello@yesmore.co.uk for a free consultation arming you with advice on how to transform your marketing. See some of our Instagram video and cinemagraph content for Grey Goose we produced recently too.

 

Label Design Trends To Have On Your Radar Right Now

March 13th, 2018 Posted by Alcohol Marketing, Beer, Design, Spirits, Wine 0 thoughts on “Label Design Trends To Have On Your Radar Right Now”

 

The year I’m sure has already brought in the taste of a new gin, wine, whisky or beer for you right? Out of interest, what made you adventure away from the norm (besides a recommend) was it the label design? Yeah it was! It’s ok, our heads are turning too.

While it’s easy to think of attention grabbing drinks labels simply as designer black magic, there is thought behind it, a pattern or even a “trend” you might say. Here are what we believe to be the ten label design trends you need on your radar right now.


Need some labels designed yourself? Just say hi –  Hello@YesMore.co.uk

Or if you think your designs skills could come in handy and fancy joining the team – Jobs@YesMore.co.uk

LABEL DESIGN TREND 1 – FIRST UP (IT’S A CLASSIC) GO SIMPLE

 

Simple with a touch of the vintage is coming into play this year with Kings County Distillery showing just how little information you need to display on your bottle to grab attention.

Mixed with a small touch of the homemade feel it adds to the small batch nature of the product.

Kings County Distillery Range. From left to right - Chocolate whiskey; Spiced whiskey, Bourbon whiskey & Moonshine

Photo credit – http://valeryrizzo.com/

Kings County Distillery Range. From left to right – Chocolate whiskey; Spiced whiskey, Bourbon whiskey & Moonshine

LABEL DESIGN TREND 2 – HANDMADE

 

Consumers want a handmade product and producers are proud to have made something by hand. So it’s only natural that this element is making itself shown front and center. I’m talking freehand “scribble” fonts, scrappy stained paper textures and doodle style sketches. Like King’s County above Dillon’s Small Batch Distillers have utilised this aesthetic to add a small batch feel to their product with some handwritten script flair.  

Dillon's Canadian Rye Whisky Batch 1

The Weemala range from Logan wines

Photo credit – (Top) distiller.com; (bottom) brettwoods.com.au/

(Top) Dillon’s Canadian Rye Whisky Batch 1; (Bottom) The Weemala range from Logan wines.

LABEL DESIGN TREND 3 – TAP INTO AUDIENCES LIFESTYLES

 

Drinks reflecting who people are and what they enjoy doing (besides enjoying their favourite drink) are becoming increasingly popular. As Instagrammable hobbies such as .hiking, sailing and adventuring rise, certain drinks can become the perfect fit in the latest shot on someones channel. Even favourite TV shows are becoming fertile ground for label design as “watch a long” parties and the all powerful Netflix grow in popularity.  

Long Trail Cranberry Gose Beer and Ommegang 'Bend The Knee' beer

Photo credit – @longtrailbeer (Instagram) @jodie_knapton (Twitter)

Long Trail Cranberry Gose Beer and Ommegang ‘Bend The Knee’ beer

LABEL DESIGN TREND 4 – VIBRANT GRADIENTS  

 

Remember creating WordArt in Microsoft back in school? Well a much better version of that look is coming back in a strong way, the vibrant gradient is making a come back even with companies outside of the drinks labelling world like current Gods of social media Instagram applying it to their branding.

Blend, a premium fruit & vegetable drink brand

Photo credit – thedieline.com

Blend, a premium fruit & vegetable drink brand

LABEL DESIGN TREND 5 – LONG COPY NAMING

 

Chose a sentence over a name and you’ve made a bold statement to fill most of your label with text. Evil Twin Brewing have brewed several beers with this longer naming convention and it’s created an iconic style for their beers. Long copy is slowly coming back in the world of advertising after being shunned for the best part of two decades. Now it’s starting to be seen in loud “brutish” seriffed fonts anywhere from underground ads to museum posters.  

Evil Twin's beers left to right - It's Like I'm Having the Most Beautiful IPA and the Most Terrible Nightmare; Dontcha Know Stout; I Always Felt Closer To IPAs Than I Did To People; Diane, Never Drink IPA That Has Been Anywhere Far From Galaxy

Evil Twin Brewing – Instagram photo credits left to right @eviltwinbrewing; @hopsandflipflops; @twelve.percent.beer.project

Evil Twin’s beers left to right – It’s Like I’m Having the Most Beautiful IPA and the Most Terrible Nightmare; Dontcha Know Stout; I Always Felt Closer To IPAs Than I Did To People; Diane, Never Drink IPA That Has Been Anywhere Far From Galaxy

LABEL DESIGN TREND 6 – STRAIGHT TO GLASS

 

Get your design onto your bottle and skip the middleman. Smart die cuts being used on other products work in this vein. Skipping the printed on label gives you a chance to show off the unique colouring of your product and creates an automatic premium feel for your audience to associate with your brand. Making the bottle part of the product is an interesting additional piece of the purchase for consumers and aids in the trend I mention next.  

Silent Pool Gin

Photo Credit – vinolok.cz

Silent Pool Gin

LABEL DESIGN TREND 7 – THINK ABOUT REUSE  

 

Packaging built from sustainable and recycled materials has been popular for a while (rightfully so!) but reuse is the aim of the game this year. How better to keep your brand being seen in someone’s day to day? Think thick, hearty feeling glass, unusual bottle shapes and raised glass lettering. Aspects which give a great look and a feeling of worth to a bottle you won’t want to throw away. Like Dan Aykroyd’s Crystal Head vodka but you know, scale it back a bit.

Left to right -  Bulleit Barrel Strength Bourbon; Hendricks Gin

Instagram photo credit – @hendricksgin; @bulleit

Left to right –  Bulleit Barrel Strength Bourbon; Hendricks Gin

LABEL DESIGN TREND 8 – LOW ON LOGO

 

This is specifically coming from the craft breweries and even more specifically the cans they design. Designers are aiming less and less to drag your eyes to the breweries logo and are keener to use every inch of space to showcase their art. If you’re brave enough to try this the results can be striking.

Left to right - Tool Beer Sur Blomst & Tropical Rumble; Brick Brewery Lime & Watermelon Sour

Instagram photo credits left to right @beertable; @toolbeer; @craftbeergirl.nl

Left to right – Tool Beer Sur Blomst & Tropical Rumble; Brick Brewery Lime & Watermelon Sour

LABEL DESIGN TREND 9 – INTEGRATION

 

This is way of literally weaving your brands name, product run or product information into what is going on in the label. I haven’t seen too much use of this in label design just yet but it’s getting popular in web design and if used correctly will make for a top notch label run.

Examples of integrated copy and design from Vladimir Biondic

Work by Vladimir Biondic – dribbble.com/Biondic

LABEL DESIGN TREND 10 – ICONIFICATION

 

Pretty much an extension of minimalism, iconfication is the art of making something real simple. YesMore Agency’s own logo is an example of iconification. We took a grain and a glass and deconstructed it down to its most simple form. This effect is being used in an array of branding for tech companies, navigation for websites and app icons all looking for the simplest way to get their message across over the last couple of years. But it’s finding its way into drinks labelling…

 

Pure Brewing's Fly By and India Pale Ale

Instagram photo credit – @purebrewing

Pure Brewing’s Fly By and India Pale Ale

So there’s our ten! Any we didn’t mention that you’ve noticed? Let me know in the comments. More articles on the subject of design in the industry will be coming out this year, just subscribe to our blog to keep updated.

For more news from the biz you can sign up to our newsletter in the right hand column of this article. 

As mentioned, if working with us sounds fun why not email Jobs@Yesmore.co.uk? If you’d like to hire our excellent team just say hello – hello@Yesmore.co.uk  

Hope something has inspired you, you creative bunch!
Dan

Why putting your marketing budget towards throwing a kickass party makes great business sense.

October 30th, 2017 Posted by Alcohol Marketing, Spirits 0 thoughts on “Why putting your marketing budget towards throwing a kickass party makes great business sense.”

 

I’ll be honest, we like to party.

To be even more honest, we love throwing parties. From bouncy castle rooms to indoor fireworks, it’s sort of a hobby. So when our client Be At One wanted an event to launch their damn fine new cocktail menu, we had our pencils at the ready.

First off, a great party comes from having a great client. Someone who knows what it is exactly their audience loves and someone who isn’t afraid to give it to them. So when we pitched the idea of an interactive pub quiz style challenge where guests do anything from creating their own drinks to garnishing cocktails from 20ft away Be At One went for it immediately.

Introducing, the Big Be At One Cocktail Challenge.

 

Now before we get into the night, let’s start at the beginning. To invite guests to this great challenge, we created a short list of London’s top cocktail, fashion and lifestyle influencers. Before shooting a bespoke video invite, just to them, delivered via Instagram.

We judged each influencers’ tastes from their profile and had one of Be At One’s top barman create a drink specifically for that guest. He then invited the recipient down for a night of great music, tasty new cocktails and of course our insane challenge.

The response was fantastic. So much so that we ended up filling Be At One’s downstairs bar in Oxford Street with over 90 influencers, press and competition winners from social. All snapping up film and photo content of the new cocktails, reaching thousands of people across social media in one evening.

 

From photo stations to take the perfect cocktail pic, to our instant hashtag printer and DrinkR board (where you could have a picture with your perfect match) the bar was a hive of branded content and user generated content too.

 

But let’s not forget the challenge itself. Whether you were one of the Minx-ologists or a View To A Spill, teams battled it out shaking shakers, making drinks, naming cocktails a recreating mixes they’d been taught by the bar staff, all for the grand prize of complimentary cocktails for a month!

Yes, for a month.

The endurance round which featured people shaking a cocktail shaker until they physically couldn’t lift their arms above their head any longer was a testament to everyone’s keenness for such a prize!

 

But beyond all the challenges, photo opportunities and great drinks, people had fun. The quintessential element. There were smiles, laughs and good times. Our influencers came away stating it wasn’t much like the events they’d attended before, they weren’t pressured and could relax and just have a great time. I mean, isn’t that the point of a party?!

The night was such a hit that there are now plans to roll it out as an regional event all over the country. Here at YesMore we’ve packaged up everything into a toolkit for area managers and regional marketing teams to implement themselves.

Meaning if you’re near a Be At One bar and you think you’ve got what it shakes, keep your ears to the ground, there could be one of these parties going off in your area real soon.

For any more info on what happened that night or to plan a brand event of your own just get in touch with Hello@YesMore.co.uk.

You can also check out our site at YesMore.co.uk.

And our beer & travel themed Instagram account @ExplorersOfBeer here:  @ExplorersOfBeer Instagram

Take it easy party people,

Dan