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A recent collaboration between high-end Chinese liquor brand Moutai and local chain Luckin Coffee went viral, selling more than 5.4 million inexpensive alcohol-infused lattes in one day. What it means for luxury marketers.

Retail sales of off-premise alcohol will rise 3.5% to reach $206.21 billion in the US this year, per our forecast. Ecommerce sales will grow even faster at 7.5%. Low and non-alcoholic brands are seeing lots of popularity among Gen Z consumers, over a quarter (27%) of those aged 21 to 24 say they never drink alcoholic beverages, according to a July 2023 CivicScience survey. 3.

TikTok is off-limits for brands in some industries like alcohol, but for the 50% of marketers who won鈥檛 use TikTok for influencer marketing in 2023, the engagement potential alone should be a reason to commit. YouTube is becoming more accessible. YouTube is still a white space for over half of US marketers.

When many alcohol brands invested in low- or no-alcohol products, Twisted Tea introduced Twisted Tea Extreme, which has a higher percentage of alcohol by volume than its predecessor. The lesson: Brands don鈥檛 always have to be buzzy to be relevant to consumers. There鈥檚 a lot of value in providing a consistently good product and experience. This was originally featured in the Retail Daily newsletter.

In the Alcohol category, Ciroc's "Lemons" 30-second ad was 271% more effective than the average. For Insurance, The Hagerty Group's "Ouch" 30-second spot outperformed by 530%. In Automotive, Lexus's "Escape Room" ad was 388% more effective than the average luxury automotive creative.

Once signed up, customers won鈥檛 need to show an ID when purchasing alcohol at participating venues. The bartender or cashier will see a 21+ flag when customers pay. Amazon鈥檚 strategy: Age verification is another push to expand Amazon One, which is far from breaking into the mainstream.

Why alcoholic beverage brands need to pay attention to Gen Z鈥檚 shifting consumption patterns. How Gen Z shopping behaviors can influence retail media. How brands can grow digital grocery sales in 5 charts. How retailers can use discount, dollar store strategies to protect their grocery share.

For example, ads served in a sports bar during a Lions game might feature Great Lakes tourism, alcohol, or local car dealerships. Ads served on a gas station pump on summer nights might feature a cold energy drink on sale in the convenience store. Bars and venues can run their own ads during TV commercials on many of these platforms. What are the potential downsides of OOH TV advertising?

Alcohol brands, in particular, must rely on heavy branding because there is less product differentiation. 鈥淸础濒肠辞丑辞濒 is] a product that has a lot of history and a formula that consumers expect, so when it comes to brand awareness, partnerships are really important,鈥� she said. 鈥�

DoorDash鈥檚 grocery business doubled year-over-year (YoY) in Q3, while Uber CEO Dara Khosrowshahi noted in Q2 that the company鈥檚 expansion into the grocery sector is driving incremental sales as shoppers add on items like ice cream or alcohol to their restaurant orders.

If last year鈥檚 Super Bowl ad spending was defined by the crypto world, this year it鈥檚 the alcohol industry鈥檚 turn. Budweiser gave up its position as the exclusive alcohol advertiser of the event, allowing brands like Heineken, Miller, and others to swoop in.

The greatest decline in displays by department has come from general food, alcoholic beverages, and beauty products, per Circana. Meanwhile, displays in sports drinks and juice categories are on the rise. Retailers should place displays where they will go the furthest, such as in aisles and departments that are shopped during quick trips, where impulse buying is likely.

Alcohol sales are also coming under pressure. Around 60% of people are buying less alcohol due to inflation, Attest鈥檚 research shows. But the return to pubs and restaurants has also hit sales. Alcohol accounted for five of the 10 fast-moving consumer goods categories with the fastest-falling sales in 2022, according to data by NielsenIQ for The Grocer. Online sales are once again growing.

The respondents worked in the retail sector (including do-it-yourself/home improvement, drugstores, grocery, liquor, mass merchandisers, and warehouse clubs/wholesalers with annual revenues of at least $100 million. Simbe is an in-store technology provider.

Brits will also shell out on alcohol. The Queen鈥檚 Jubilee helped push alcohol sales up by a third for the week versus the average that year, according to Kantar data. For this year鈥檚 celebration, UK imbibers will spend 拢56.6 million ($69.7 million) on champagne, wine, beer, cider, and spirits, per CRR. Clothing and homeware retailers will also enjoy a lift.

The private label food categories that generated the strongest revenue gains included beverages (with dollar sales up 19.1%), deli prepared (17.3%), refrigerated (17.1%), liquor (15.6%), general food (14%), floral (13.5%), bakery (12.6%), produce (11.9%), and deli meat (10.3%).

The functional soda brands appeal to younger consumers seeking healthier, non-alcoholic beverage alternatives. Over a quarter (27%) of consumers 21 to 24 years old never drink alcohol, per a July 2023 survey from CivicScience. Gen Zers and millennials purchase more wellness products and services than older generations, according to an August 2023 survey from McKinsey.

Viewing parties could boost consumer spending on food and alcohol. Many fans plan to celebrate the grand final from the comfort of their homes with friends and family, while others will flock to bars and restaurants to watch among like-minded Eurovision enthusiasts. Businesses selling snacks, soft drinks, and alcoholic beverages stand to benefit most, as they did during the King鈥檚 Coronation.

Indiana鈥檚 attorney general filed two lawsuits against TikTok over the safety of users鈥� data and the platform鈥檚 treatment of underage users鈥攊ncluding how it exposes children to drugs, alcohol, profanity, and explicit material. One lawsuit accuses TikTok of falsely claiming it was appropriate for users between 13 and 17 years old.