Digital transformation is sweeping through industries worldwide, and the alcohol market is no exception. With the rise of eCommerce, the way alcohol is marketed and sold is undergoing significant changes. From innovative label designs to the integration of artificial intelligence and augmented reality, producers, retailers, and consumers are all adjusting to these new dynamics.
On November 7, 2024, DRINKS, recognized as the leading innovator of eCommerce solutions for alcohol businesses, kicked off the fourth season of its podcast, The Drinks.com Podcast. This season promises to explore how the alcohol industry is adapting to the digital age, and to spotlight the innovative technologies shaping this transformation. Each episode features industry leaders discussing modern marketing strategies, consumer preferences, and the new norms of customer engagement.
The season premieres with host Brandon Amoroso, who has deep roots in digital marketing, and Justin Noland, the VP of Digital Experiences at Treasury Wine Estates. They delved deep, exploring how the digital experience of wine sales is changing. "We’re looking at how AI can improve worker safety, upskill our teams, and promote sustainability across our organization," Noland explained. Part of their discussion focused on using telemetry to monitor water usage in vineyards and leveraging AI to glean insights for improved operations.
Other influential guests this season include entrepreneurs like Mickael Alborghetti from Ethic Drinks and Joe Chura from Go Brewing, who are redefining business models and ensuring they stay competitive amid changing consumer habits. According to Amoroso, these guests are paving the way by breaking down traditional barriers and crafting fresh approaches for consumers to discover and purchase alcohol. This season is expected to be packed with insights from these industry pioneers.
But the digital transformation isn’t just affecting high-end wine producers. Craft breweries are also feeling the impact. Rochester's local scene has been buzzing lately due to discussions surrounding the craft beer industry's changing landscapes, such as the potential Good Cause bill aimed at reforming rental practices. This proposed legislation requires landlords to provide justifiable reasons for evictions and limit annual rent hikes, showcasing how broader economic trends affect local businesses.
During the discussion about the craft beer scene tradition on the radio show "Connections with Evan Dawson," industry experts addressed how the rapid growth experienced by craft breweries over previous years is now complicated by factors such as increased closures and the necessity for new business models. While breweries strive to carve niches within the competitive market, they are also utilizing digital marketing strategies to keep their brands visible and relevant to consumers.
Port City Brewing Company, established by Bill Butcher back in 2011, is one such brewery making headlines. Recently, they brought home two prestigious medals during the Great American Beer Festival competition – illustrating how quality craftsmanship combined with modern marketing can lead to success. The brewery won gold for its Port City Porter, as well as bronze for its Rauchbier, both highlighting their commitment to excellence.
Evaluated by 285 professional judges across 107 beer and cider categories, the medals signify not just quality, but also the brand’s reputation, which is best echoed through honest advertising and digital presence. This combination of traditional brewing techniques and modern marketing tools is helping brands like Port City maintain their competitive edge.
Despite their accolades, the craft beer industry as a whole is entering uncharted waters. The COVID-19 pandemic has brought unique challenges to small breweries, which need to manage scaling their operations with fluctuated consumer demands and supply chain issues. The fusion of eCommerce strategies is key to adapting to this new normal, and many breweries are embracing technology to streamline operations and engage consumers from home.
Overall, digital transformation presents both opportunities and obstacles for the alcohol industry. The podcast spotlighting these shifts serves as the perfect platform for leaders across the spectrum—from vineyard operations to beer brewing—to share their insights and forge paths forward. Every Thursday, listeners can tune in to hear from those actively reshaping the world of alcohol sales and marketing.
With consumers leaning more toward online shopping and seeking unique, personalized experiences, producers, distributors, and retailers will need to adapt swiftly to stay competitive. The integration of technology will continue to guide this evolution, ensuring the alcohol sector is ready for whatever lies ahead.
