January 23, 2013
Tips for Adult Beverage Marketing for the “Other” Holidays
With the holidays just behind us, we can reflect on the season with our family and friends enjoying meals and good times with an adult beverage. Wine is served at many Thanksgiving tables, and cocktails abound during the December festivities. When New Year’s Eve is upon us, many toast with champagne to ring in the New Year and say goodbye to the old one. The last couple of months in a calendar year are a boon for alcoholic beverage producers, as the holiday season is their most profitable time.
However, there are several other holidays throughout the year that offer marketing opportunities for the makers of different alcoholic beverages. One of the most reputable PR firms in New York City, 5WPR has spent countless hours reviewing consumer trends related to adult beverage consumption on behalf of our food and beverage clients. As part of the process of educating our team, we have found that there are some consumers that simply have a favorite cocktail and will not change their habits. On the other hand, there is a large group of consumers that will sip on a cocktail based on certain holidays. It’s up to 5WPR to seize on this opportunity and turn it into profit for our client.
As an example, Mardi Gras is usually celebrated during February, depending on when Easter falls in a particular year. Traditionally a party where people enjoy a last hurrah before more well-mannered behavior is expected during Lent, however Mardi Gras has become a holiday unto itself. Firmly established in New Orleans culture, the Hurricane is a traditional beverage and a strong PR firm like 5WPR will take advantage of the opportunity to maximize visibility for its rum producer clientele.
Cinco de Mayo is another case in point where the holiday itself conjures up a taste for a certain beverage. In fact, for producers of tequila and Mexican-style beer, the week leading up to May, 5th is among their most profitable times of the year. And of course, St. Patrick’s Day wouldn’t be the same without a pint of Irish stout. Ronn Torossian’s team at 5WPR steps up its marketing efforts for these clients who will benefit from the additional exposure conferred by the upcoming holiday’s flare.