Instead of drowning their sorrows when bars closed, alcohol brands got busy exploring how they could capitalize on the direct-to-consumer trend, as senior marketers at Babe wine and Ballantine’s whisky told The Drum’s Digital Transformation Festival.
For many, alcohol has been the savior of the pandemic – a welcome tonic that has helped to soothe the emotional stress of lockdown after lockdown. With people unable to seek refuge in their usual bars, pubs, and clubs, alcohol brands stepped up to ensure that their customers could access their brands on tap from home, through smart direct-to-consumer (DTC) strategies.
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Source: The Drum
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