This PSFK guide is an alcohol and cannabis experience report on the innovative strategies to extend brand reach and maximize consumer engagement.
To assist consumers in curating elevated at-home consumption moments, specifically around alcohol and cannabis, brands and companies are creating digital platforms, offering tech-powered accessories, and launching interactive remote events that transform the sameness and constraints of these at-home moments into memorable experiences.
In this alcohol and cannabis experience report by the PSFK iQ team, discover the ways in which brands both within and beyond the vice category can create great value for consumers by supporting them in their at-home endeavors (from happy hours for one to remote birthdays).
alcohol and cannabis experience report
Thisalcohol and cannabis experience report was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen.
To provide consumers with the Kentucky Bourbon Trail experience at home, Wild Turkey bourbon brand is offering consumers an audio guided tasting through voice-activated AI assistants. Through the likes of Amazon Alexa and Google Assistant devices, consumers simply just ask their devices to “enable Wild Turkey Tasting” or “talk to Wild Turkey Tasting” (commands vary respectively), and they can access a full lesson and tasting guide featuring expert distillers and even Matthew McConaughey. Information given includes details on the distilling process, recommendations on glassware, and guidance through cocktail creations. The initiative is interactive as well, as consumers can ask additional questions of their assistant like “Can I add water?” and more.Spirts brand encourages holiday vacations through rewards and incentives
With what was previously a vital holiday for Irish whiskey powerhouse Jameson, St. Patrick’s Day has been entirely altered by the realities of lockdowns and national restrictions. Now, the brand is pivoting to bringing holiday excitement to consumers where they have to stay: at home. Inspired by research that found that “half of U.S. consumers have not used their vacation time in the past year,” Jameson is offering consumers $50 to take a day of PTO, and will also donate $50 in each winner’s name to the Restaurant Worker’s Community Foundation (RWCF)--this is on top of their donation of $150,000 to the organization. The campaign has renamed the time off taken as SPTO (St. Patrick’s Time Off), and has tapped famous actors like Retta Sirleaf and Joe Lo Truglio to describe the initiative in detailed digital spots.Anheuser-Busch hosts virtual beer festival in celebration of International Beer Day
In celebration of International Beer Day, Anheuser-Busch hosted a virtual beer festival that aired across their digital and social channels. The virtual event included a full Anheuser-Busch history, deep dives into the brand’s brewing system, and cocktail recipes presented by famous mixologists. The company spotlighted companies across their network (Budweiser, Stella Artois, Bon Viv and more) to tap into a variety of consumer interests, such as a virtual craft beer tasting with Action Bronson, and classes with chefs such as Esdras Ochoa. In an effort to invite consumers to join in on the events, the company partnered with delivery services, allowing those at home to follow along through tastings and instructions.