One-Click Holiday Drink Recipes: Molly McFarland’s Insights in Beverage Wholesaler

Article excerpt:

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Recipes are a powerful tool for alcohol brands, and modern recipes go beyond just providing a helpful list of ingredients and instructions. Modern drink recipes spark creativity, inspire possibilities and connect with customers on an emotional level. Think about classic pairings, like apple cider and Fireball in the fall, or Bailey’s with hot cocoa in winter, for example, which show how brands have crafted drinks that resonate with consumers.

With shoppers seeking inspiration online but continuing to prefer shopping at brick-and-mortar retailers, brands are facing the challenge of turning pre-shop online recipe browsers into committed in-store shoppers. The holiday season presents an omnichannel solution for brands to connect and convert recipe researchers into brand buyers by offering easy-to-make, memorable cocktails that meet the demand for convenience.

For example, Campari and Mindshare leveraged one-click recipes when they looked to enhance sales of Aperol Spritz—a drink traditionally associated with summer—around the holidays. Their goal was simple: to offer a convenient, time-saving cocktail recipe for consumers. To achieve this, they launched a one-click add-to-cart digital campaign that was activated against Albertsons and Safeway stores, while also promoting their Espolon Tequila and Grand Marnier brands.

The takeaway for Campari was that combining popular holiday drinks with convenient one-click options increased consumer purchase intent. The Add-It^TM units, created by AdAdapted, drove shoppers to add the Campari brands as well as a special one-click cocktail recipe creative specifically for the Aperol Spritz.

The result? The campaign achieved a 0.37% engagement rate and by leveraging a third-party sales measurement partner, they were able to drive a $3.40 incremental return on ad spend and a 9.9% sales lift. Campari is just one example of many who look to attract attention during times of celebration, by promoting one-click drink recipes.

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Read the full article in Beverage Wholesaler.

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