BRANDS OF ALCOHOLIC BEVERAGES RE-ADAPTING
THEMSELVES IN A COVID-19 SCENARIO:
In these pandemics times, pubs and distilled and fermented beverages brands have had to define new strategies, in their attempt to adapt to the circumstances
BITTER CAMPARI
The brand has created a campaign called #unapartedevos (it means that you can do something to help).
It was impulsed by the brand in partnership with referents of the art of cocktails in the main cities of Argentina.
In order to help bars and pubs struggling to keep in the business, consumers can purchase between 4 different Campari combos on the brand website.
The amount of each purchase will be donated, as credit, to a bar/pub that the buyer has chosen to help. This way, consumers can support their favorite local bar in its bet for the future, while still enjoying a drink at home.
According to the brand ambassador in Argentina, bars and pubs are trying to reinvent themselves in this new and uncertain scenario. And that takes a joint effort between brands, stores and consumers.
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It is important to remark the fact that brands are now placing consumers as a different place in their strategies. And consumers are aware that they are seen not only as the most wanted, but also the most needed. A new role to play in their interaction with brands.
"Cocktails have always been about mixing different parts. Now we need you to add yours."
PEÑON DEL ÁGUILA BEER
It is a local store and brand of crafted beer that started a decade ago, in Córdoba, Argentina. Now it has bars and selling points in the main cities of the country.
Due to the lockdown, and having in mind that it will take time for consumers to start feeling comfortable enough in public shared spaces, once lockdown is over, they have decided to implement a delivery service through a membership system: Bierflix by Peñon.
By paying a fee, consumers will receive, once a month, a pack of different beers. These packs could contain new flavors that the brand is developing or the most demanded in the regular menu.
What is remarkable here is that Peñón has found a way to stay loyal to the essence of crafted beers: By giving their consumers the chance to be part of the creation of beers, allowing them to taste their different recipes.
The difference is that, instead of pouring it on a table, it is delivered to homes.
Another point to have in mind here is that, even when the membership system is not something new for alcoholic beverages delivery, it is new for crafted beers and probably for a wide range of other products to keep reaching their target and staying in business in the future.
PATAGONIA MICROBREWERY
Patagonia Brewery a brand and a business that started in Bariloche, Argentina. The company, in view of the threat of loss of all the barrels of crafted beer, ready to be poured, decided to join forces with Konna, Lowther and Van Titter, 3 smaller brands of the same product, and reconvert their production in a limited edition gin.
To achieve it, the 4 microbreweries make an alliance with a traditional distillery, named Restinga.
The result is Gin Comunal, the first argentinian gin of this kind, which flavor reminds of malts and hops.
It is significant here that, in an uncertain future, little brands and businesses have developed the ability to rethink their products/services, in order to survive. Maybe, big and famous brands that are dealing with the same problems, should imitate the willingness to work through alliances and partnerships with competitors and to think of their production not only as a final product but also as raw materials for something else.
