Reshaping PR narratives amidst evolving alco-bev dynamics

Navigating the complex regulatory landscape of the liquor industry in a dark market like India necessitates devising a sound PR strategy. Communicators are expected to stay ahead of the curve by deftly adapting strategies with innovation, creativity, and authenticity to stir-up success within the regulatory guidelines.

Below is my experience and observations on shaping PR in this segment.

• Serving an experience: ?To forge lasting connections with consumers, spirit brands need to serve more than just a product – they must craft immersive, tailor-made experiences that resonate with their passion points and cultural zeitgeist. By doing so, they can foster a community and create memorable, direct interactions with the brand. To add regional flair, craft localised adaptations, special editions, and limited releases that speak to the hearts and minds of consumers. For instance, the recent launch of a limited-edition Ardbeg Spectacular at Mumbai Duty-Free, was a dramatic take on the circus, featuring a carnival act and outlandish games that piqued interest among travellers.
• Authentic storytelling: Storytelling has long been a powerful tool to captivate consumers, but when it is authentic and meaningful, it spurs consumers’ emotions that establishes a deeper connect with the liquid’s unique attributes. As socialising behaviour evolved during the pandemic, relating the spirit to differentiated moments of consumption – an intimate celebratory toast at home, a bottomless brunch, or a sundowner with friends – helps position it within a relevant cultural context. For instance, Chandon’s sparkling Rose launched an audacious campaign, ‘Rosé-O-Clock’, introducing ‘12 pm to 5 pm’ as the ideal time to unwind in the new normal. Similarly, the narrative of Godawan luxury single malt, made in Rajasthan, evoked a new-found pride in consumers for its Indian provenance.
• Digital dominance – Incorporating a comprehensive digital strategy and leveraging content creators on social media continues to be the most potent channel for alcohol brands. Carefully selecting the right influencer cohort, aligned with the brand’s audience persona, is crucial for creating interactive and imaginative user-generated content that commands attention, amplifies the brand voice, and creates lasting impressions. From donning the hat of a home bartender to enlightening followers on the nuances of wine swirling, and whipping up drinks that match different moods, influencers are reinforcing the brand’s credentials with their engaging content.
• The power of collaboration: Amid the stringent restrictions on liquor marketing in India, alcohol brands must synergise with like-minded entities to narrate their story effectively. These collaborations range from live music concerts and fashion extravaganzas to art exhibits, haute horology hours, and sports partnerships. A notable example is Glenmorangie’s Delicious Design Project, teaming up with Indian designer-duo Shivan & Narresh, to create eclectic couches that redefine the art of living and elevate at-home celebrations.
• Journeying through the brand universe: To appeal to the curious, exploration is another vital PR tool to immerse stakeholders in the fascinating world of spirits. Distillery tours, blindfolded and exclusive tastings, pop-up festivals, and mixology workshops help forge genuine relationships. For instance, Jameson Distillery On Tour is an industry-first initiative that brings the sensory Irish distilling experience on wheels to India, offering a glimpse into the legendary production of Jameson Tripled Distilled whiskey and soaking consumers in the brand’s roots. Similarly, The Macallan has Spiritual Homes outside of Scotland, that bring to life the unique and luxurious Macallan estate experience across every touchpoint. Such experiences get consumers more vested in the brand and foster an emotional connection with the who, what, where, and why of how the product is made.

The ultimate aim of a multi-layered PR strategy for an alcohol brand is to weave a cohesive narrative that aligns with the brand’s values and cultivates enduring relationships with consumers. This narrative should be rooted in the brand’s history and unique selling points and should have consistent communication across all touchpoints.