Sparkling Spirits’ Case Study

Embarking on a journey with a new to market spiked seltzer brand was a wonderful creative endeavor for Integrated Hustle, Laena’s previous agency. Sparkling Spirits, a brand that was being built as Gen Z, healthy, and playful, inspired us to weave a visual narrative that mirrored the brand’s fun spirit. Known for their unique beverage experiences, Sparkling Spirits unique flavor combinations and colorful bottles became our inspiration, setting the stage for a marketing exploration to capture the essence of each wonderful flavor.

SCOPE

Marketing strategy and launch.

INDUSTRY

Food and beverages.

CHALLENGES

The founder had a lot of creative ideas for marketing but little time to execute them. The day-to-day operations of his business and MBA program, along with setting plans in motion for future growth, needed his attention more than marketing. In addition, the low ABV alcoholic water market was exploding, making the marketing strategy and positioning all the more critical. We needed to nail this the first time around.

SOLUTION

Our solution was to develop a marketing campaign, strategy and messaging that fit specificall with his target audience. We dove deep into the typical customer experience of a Gen Z customer looking for a fun flavored, low ABV beverage they could drink during a typical Saturday. Their target market audience is made up predominantly of women, who enjoy chatting with their friends in the park or at a restuarant.

We wanted our client to start marketing his brand and creating a following before he launched. We created an Instagram page for our client to begin to build a following around the experience he was having of creating this brand. We updated their social media with fun photos and videos of him creating and testing recipes, and all the bloopers and wins that ensued. From there, our team created a marketing maintenance plan that includes social media marketing, e-newsletter, website maintenance, graphic design and consultation. We regularly meet with our client to discuss news, strategy, and planning.

Results

Sparkling Spirits continued to grow its brand recognition, its customer base, its revenue and its legacy as we worked with them over 6-months.  We provided consistent marketing, creative guidance, and strategic support as they planned for the future. 

Marketing Strategy for Sparkling Spirits: An Alcoholic Water Company

1. Executive Summary: Sparkling Spirits aims to revolutionize the beverage industry by introducing a refreshing line of alcoholic water products. Combining the purity of water with the zest of alcohol, our products cater to health-conscious consumers looking for a low-calorie, gluten-free, and refreshing alcoholic option. This marketing strategy outlines the steps to launch and establish Sparkling Spirits as a leading brand in the alcoholic beverage market.

2. Market Analysis:

Target Audience:

  • Millennials and Gen Z adults (21-35 years old)

  • Health-conscious consumers

  • Social drinkers and party-goers

  • Fitness enthusiasts looking for low-calorie alcohol options

Market Trends:

  • Increasing demand for low-calorie and gluten-free alcoholic beverages

  • Growing interest in unique and refreshing alcoholic drinks

  • Shift towards healthier lifestyle choices among young adults

Competitive Analysis:

  • Identify key competitors: White Claw, Truly, and other hard seltzer brands

  • Analyze competitors’ strengths and weaknesses

  • Determine market gaps and opportunities for Sparkling Spirits

3. Branding and Positioning:

Brand Identity:

  • Name: Sparkling Spirits

  • Logo: A modern and clean design that emphasizes refreshment and vitality

  • Tagline: "Refreshingly Pure. Delightfully Spirited."

Unique Selling Proposition (USP):

  • Low-calorie, gluten-free, and refreshing alcoholic water

  • Made with natural ingredients and no artificial flavors

  • Eco-friendly packaging to appeal to environmentally conscious consumers

4. Marketing Goals:

Short-term Goals:

  • Achieve a 5% market share in the alcoholic beverage market within the first year

  • Build brand awareness through targeted marketing campaigns

  • Establish a strong online presence and social media following

Long-term Goals:

  • Expand product line with new flavors and seasonal varieties

  • Increase market share to 15% within three years

  • Establish Sparkling Spirits as a household name in the alcoholic beverage industry

5. Marketing Strategies:

Product Strategy:

  • Launch an initial product line with three flavors: Citrus Splash, Berry Bliss, and Tropical Twist

  • Offer limited-time seasonal flavors to maintain consumer interest

  • Ensure high product quality and consistency

Pricing Strategy:

  • Competitive pricing aligned with other premium alcoholic beverages

  • Offer introductory discounts and bundle deals to encourage trial purchases

Distribution Strategy:

  • Partner with major retailers and online platforms for wide distribution

  • Utilize a direct-to-consumer model through the Sparkling Spirits website

  • Collaborate with bars, restaurants, and events for brand visibility

Promotional Strategy:

Digital Marketing:

  • Develop a user-friendly website with e-commerce capabilities

  • Create engaging content for social media platforms (Instagram, Facebook, Twitter)

  • Implement influencer marketing campaigns to reach target demographics

  • Utilize targeted online ads (Google Ads, Facebook Ads) to drive traffic and sales

Experiential Marketing:

  • Host launch events and tasting sessions in key markets

  • Participate in food and beverage festivals to increase brand exposure

  • Collaborate with fitness and wellness events to emphasize health benefits

Public Relations:

  • Issue press releases to major media outlets and industry publications

  • Pitch stories to lifestyle bloggers and influencers

  • Secure media coverage through product reviews and interviews

Partnerships and Sponsorships:

  • Partner with fitness centers and wellness brands for cross-promotions

  • Sponsor events and activities that align with the brand’s values and target audience

6. Measurement and Evaluation:

Key Performance Indicators (KPIs):

  • Sales volume and market share growth

  • Website traffic and online sales metrics

  • Social media engagement and follower growth

  • Customer feedback and reviews

Evaluation Methods:

  • Monthly sales reports and market analysis

  • Regular social media and website analytics reviews

  • Customer surveys and feedback collection

7. Budget:

  • Allocate budget for product development, packaging, and initial inventory

  • Set aside funds for digital marketing, influencer partnerships, and experiential events

  • Budget for public relations and media outreach activities

8. Timeline:

Pre-launch (Months 1-3):

  • Finalize product development and packaging design

  • Build website and establish social media presence

  • Develop marketing materials and content

Launch (Months 4-6):

  • Execute digital marketing campaigns and influencer partnerships

  • Host launch events and tasting sessions

  • Secure initial distribution channels and retail partnerships

Post-launch (Months 7-12):

  • Expand distribution and increase product availability

  • Introduce limited-time seasonal flavors

  • Continuously monitor and adjust marketing strategies based on performance data

By implementing this comprehensive marketing strategy, Sparkling Spirits will successfully launch and establish itself as a leading brand in the alcoholic beverage market, catering to the growing demand for refreshing, low-calorie alcoholic options

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