In this episode, Polly dives into marketing non-alcohol beverages. Discover the secrets behind successful integration of non-alcohol options, understanding your customer base, and enhancing the overall experience for non-alc consumers. Join us as we explore how to make your non-alcohol offerings an integral and celebrated part of your brand.
The Transcript
How do you market non-alcohol beverages when your job is to sell wine? This is a question 5forests answers all the time. Stick around, and I’ll reveal the top 4 tactics that make a measurable difference.
Its been a big month for wine and health news. The recent Lifestyle, Diet, Wine and Health conference in Toledo shed light on the growing concern about moderation messaging. This was covered extensively in reporting by Felicity Carter (who is my go to for all things Wine and Health!) and I encourage you to read her article and listen to the podcast produced by Areni Global on this topic. (links below)
At the same time, celebrity non-alcs are again in the news with F! Superstar Lewis Hamilton launching Almave, the first premium non-alc Blue Agave (aka tequila substitute) — Also, just wanna say, their “beyond proof” language is marketing perfection.
So what does this mean for your wine brand? To answer that, let’s talk about the top 4 priorities for any alcohol brand wanting to improve your non-alc game.
REAL Brand Commitment
In my experience, every good wine marketer I know has at some point had a crisis of conscience — how is it that I make a living selling alcohol? True brand commitment begins with integrating non-alcohol options into the core philosophy of your business. This reflects a deep understanding of evolving consumer preferences, recognizing the importance of health, inclusivity, and choice. This shows that you view non-alcohol offerings as essential to your customer relationship.
Genuine commitment is visible in the allocation of resources. Money talks. But it’s not just financial investment. It’s also time and creativity in product development, marketing campaigns, and educating the team about the value and potential of these options.
Brands should strive to integrate these offerings into their overall narrative, ensuring that non alcs are not just sidelined as secondary “meh” options. This involves quality, pricing, promotion, storytelling, and engaging content that highlights the uniqueness and quality of the non-alcohol range.
The flip side of that is listening. Seek and value your customer feedback regarding non-alcohol offerings. Show willingness to adapt based upon this feedback. Your responsiveness not only improves your offerings but also strengthens customer relationships and brand loyalty.
Be open to innovation and collaboration. Explore new ideas, techniques, and partnerships with experts in the non-alcohol beverage sector. This openness signifies your brand’s dedication to evolving and catering to a diverse consumer base.
Ultimately, brand commitment to non-alcohol options in the wine industry is about embracing these offerings as an integral part of your brand’s identity, consistently investing in their development and promotion, and continually adapting to consumer needs and feedback.
Understanding the Customer
In marketing non-alcohol wine options, understanding the customer starts with creating detailed customer personas: rich stories of your customers lives. As I’ve said many times before, a good customer persona is more than a demographic profile, it an imaginary friend that includes lifestyle, preferences, dreams, fears, motivations. It answers questions like: Why might someone choose a non-alcohol alternative TODAY, tomorrow, forever? Is it for health reasons — pregnancy, illness, sleep & productivity; lifestyle choices — personal safety, fear of hangxiety, religion, weight maintenance; financial concerns, peer pressure…
Understanding these motivations allows you to create a customer journey that’s not just a path to purchase but an engaging, resonant experience. This could involve personalized recommendations, tailored content about health and moderation, or unique tasting experiences.
Enhancing the non-alc experience
Why do we so often treat our non alcs like the red headed step child? We’re not selling Capri Sun in our tasting rooms.
Non-alcohol drinkers who intersect with wine brands are still seeking a tasting room experience parallel in quality and sophistication to that of traditional wine consumers. And non-alcohol beverages should be treated with the same level of expertise and hospitality as wines.
Whether you’re producing your own, or buying in non alc alternatives, it’s essential that these offerings reflect the same level of quality as your wine — Meticulous tasting and selection, ensuring that the non-alcohol products have a flavor profile, aroma, and mouthfeel that customers associate with the brand’s existing wine range.
And serve those customers with Proper Glassware! This is so important. Proper glassware not only enhances the experience but also ensures that non-alc drinkers are not distinguished or embarrassed by their choice.
Food is just as important for non alc guests. Just like their wine counterparts, non-alcohol beverages can be paired thoughtfully with food. Create flights and food pairings for your non-alc drinkers so that everyone feels welcome at your tables.
While you’re at it, non-alcohol options should be treated with the same level of expertise and hospitality as wines. This involves knowledgeable staff who can speak about the non-alcohol beverages with the same enthusiasm and understanding as they do about wines. Training your staff to appreciate and promote these options ensures that all customers receive an informed and premium service.
What about those tours and tastings — the hallmark of the winery experience? There is a growing opportunity for wineries to introduce specialized non-alcohol tasting sessions, where guests explore the art and science behind these beverages. Imagine ‘Blend Your Own’ workshops for an interactive, hands-on experience, or culinary pairing evenings, where non-alcohol wines are thoughtfully matched with gourmet dishes. Seasonal festivals can also highlight non-alcohol options, celebrating their diversity and richness. These initiatives not only diversify the winery’s appeal but also cater to a broader audience, creating inclusive, memorable experiences where every preference is valued and every tasting journey is full of discovery and enjoyment.
And of course, all of this comes at a price, and don’t sell yourself short. Pricing non-alcohol options on par with wines can elevate their perceived value. Rather than positioning them as cheaper alternatives, align their price point with your wine offerings to underscore their quality and your dedication to their creation or selection.
In short, Every aspect of the non-alcohol offerings should be executed so well that you feel proud to promote them. This means investing in quality, presentation, and service to ensure that non alc options are not just an afterthought but a key part of your brand’s offering.
Finally, it’s not just about Dry Months.
Effective communication about non-alcohol offerings goes beyond capitalizing on Dry January, Dry July, and Sober October. For wine brands that truly value their non-alcohol customers, year-round communication is key. Be sure to promote non-alcohol options throughout the year, highlighting their relevance for various occasions and lifestyles. Doing so normalizes non-alc beverages as a staple on your menu or in your portfolio, letting non-drinkers know they are welcome to sit at your table any time.
For brands producing your own non-alcohol wines, storytelling hasn’t disappeared! Sharing the journey of how these products were created, using the same rich lexicon typically reserved for alcohol wines (nose, palate, mouthfeel), helps elevate their status.
Describe what the product tastes like and why its blend creates a perfect drinking experience. And just like we do with wine, don’t shy away from educating the audience. Informative content about the crafting process, the unique characteristics of non-alcohol drinks, and their place in a health-conscious lifestyle can add depth to your brand’s communication, fostering a deeper appreciation and better understanding among consumers.
When you integrate these elements into your communication strategy, your wine brands can ensure that your non-alcohol offerings are not just seen as alternatives but as celebrated parts of their product range.
Conclusion
As we wrap up this episode, let’s remember that the journey towards integrating non-alcohol options is about reshaping perceptions, experiences, and ultimately, the your ability to connect with the needs of current and future brand loyalists. It’s about creating a space where every choice is valued, and every customer’s preference is met with the same level of quality and enthusiasm.
Relevant Links
Felicity Carter’s Article on Wine and Health
Areni Global Podcast on Wine and Health
Almave by Lewis Hamilton
