AUGMENTED HOME
ENTERTAINMENT
Home has become a central stage for both real-life and virtual conviviality. Post-pandemic, the lasting effects of consumers’ home-based lifestyles will present a greater interest in digital entertainment, restaurant and bar-standard delivered drinks and do-it-yourself toolkits for celebrating and entertaining.
__ OPPORTUNITIES
Consumers will dedicate more time and resources to at-home convivial occasions. They are open to experimenting with new entertainment options, especially convenience solutions that help them host or celebrate in style.
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How do we better support consumers’ experiences as hosts and guests with new products and services to enhance conviviality at home?
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- Launch of ‘Open up Speyside to the world’, delivery of unique and rare whiskeys from The Glenlivet Distillery directly to the consumers’ houses.
- ‘From our home to yours’, series of virtual experiences launched by Jameson Brand Homes such as Jameson Highball Digital Campaign in Korea or The Jameson Virtual Tasting Experience in Philippines.
208k
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THE NUMBER OF TIMES THE HASHTAG #COCKTAILSATHOME HAS BEEN USED ON INSTAGRAM.
Source : Instagram.
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REAL LIFE
SOCIAL NETWORKS
The Covid-19 crisis has increased the importance of coming together physically, with family, friends or neighbours. People have been longing for convivial moments, and the return of socialising in their favourite venues is a relished moment. New ways of socialising that reinforce a sense of solidarity with one’s local community are appearing. The shift to online networks during the pandemic now sees a generation of virtual creative collectives eager to cement their bonds through real-life connection.
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As physical socialising returns, the value of in-person togetherness is gaining greater appreciation. Bars, events and brands will reinforce their role as social connectors to develop conviviality, community collaboration and meet lifestyle aspirations.
__ KEY POINTS
How do we track new types of convivial spaces and occasions emerging from the radical shifts created by the global pandemic?
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- Partnership between the Jacob’s Creek visitor centre and Fever to host a Candlelight Concert Picnic with breathtaking vineyard views.
- Pernod Ricard Deutschland launched ‘Lillet Picknick’, an experimental campaign which created conviviality safely in times of Covid-19.
57%
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OF PEOPLE SAY THAT RECONNECTING WITH FAMILY AND FRIENDS IS THEIR TOP PRIORITY AFTER A YEAR IN ISOLATION.
Source : Momentum Worldwide.
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REDEFINING THE
SHOPPING EXPERIENCE
Consumers have embraced the convenience of online alcohol ordering, with home deliveries or click & collect services. A long-term trend, accelerated during confinement, that is driving an expectation for meaningful experiences that are as seamless as they are interactive.
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Demand will continue for the key advantages of e-commerce – fast fulfilment, price range and selection. Beyond convenience, consumers will also look for personal, social and conversational online shopping experiences.
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How can we help the hospitality sector to over-come the current crisis? How can our brands go further in how they connect, engage and shape the customer journey through engaging content and by redefining the shopping experience?
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Launch of the Group travel retail’s first boutique for Martell in the duty-free mall in downtown Hainan, China. The boutique offers new and innovative technologies to deliver a seamless consumer experience.
CONSCIOUS
HEDONISM
As Covid-19 puts health optimisation at the forefront of cultural conversation, consumers want to enhance their wellbeing without compromising their quest for indulgence. Consumers are seeking to marry hedonism with a clean conscience and are keen to share convivial moments while drinking moderately.
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Promote responsible drinking and moderation amongst adult consumers. Communicating clearly on product content. Expanding our portfolio in the low/no alcohol and low sugar and calorie categories, as part of a wider range of options for consumers. Developing products with ingredients from sustainable agriculture and fair-trade ecosystems.
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How can we support more mindful alcohol consumption?
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- Calorie labelling on all our products, and full nu-tritional information and ingredients shared online.
- Promoting the responsible serving of our products through the online training Bar World of Tomorrow.
- Launch of lower ABV spirits drinks such as Ballantine’s Light and Beefeater Light (20% ABV) .