Working with alcohol brands in Ireland.
We’re thrilled to be working with some of the world’s favourite alcohol brands, including Casella’s [yellow tail], Santa Rita Wine Estates portfolio including 120, Carmen, Medalla Real and Doña Paula, as well as Magners Irish Cider. It’s always a great feeling when clients put their trust in our knowledge and expertise, especially within the highly regulated Irish market. We have twenty years of experience working with alcohol brands in Ireland, with a sound knowledge of CopyClear requirements that brands must follow, to effectively market their brands and products in Ireland.
Our friends who aren’t in the industry may think that we have a lovely time at wine tastings, dinner events, festivals and photo shoots, which we do of course, but there’s a lot more to working with alcohol brands than you might expect.
So, how exactly do we work with alcohol brands in Ireland?
Strategy
First up, strategy. Having a digital marketing strategy is like having a vineyard - you’ve really got to have one before you start making the wine.
Strategy doesn’t just stop at commercial objectives and planning how we’re going to achieve these. We get to know the brand, the products and the people behind the brand.
We cultivate relationships, develop a deeper understanding of the brand, their industry and their audience through researching customer behaviour, retailers, competitors, social trends, and identifying USPs. The key is to be both proactive and reactive, throughout the whole brand campaign relationship. With a holistic view, integrating digital with other marketing channels to develop through-the-line campaigns that we, and the client, are proud of.
Red flags and restrictions
As marketers, we have a moral responsibility to ensure that all CopyClear regulations are adhered to, to protect our client’s brands and to promote responsible marketing of alcohol in Ireland. We have 20 years’ combined experience in responsible alcohol marketing in highly regulated Ireland.
We work closely with CopyClear – the Irish alcohol regulatory board, to ensure that all digital content involving alcohol follows their guidelines and receives their approval. Our experience means that we know the red flags to watch out for all too well when developing and delivering campaigns, which speeds up the approval process for our clients and reassures them that they’re in safe hands.
Ideas and creativity
We bring campaign ideas to the table. Whether it be for through-the-line campaigns or for strategic social media, influencer or content marketing campaigns. We review the data available, consider target audience behaviour, market and channel trends to shape campaign ideas that will get results.
Our team is an extension of your team, whether you want to be involved in content ideations, or leave it up to us, we’ll get the party started - and the ideas flowing.
The perfect pairing
There’s something unforgettable about a perfect wine and food pairing.
Influencer marketing goes hand-in-hand with social media and search marketing. Influencer marketing is often overlooked, but the results speak for themselves. We are focused on identifying brand’s match of content creators, to reach target audiences and deliver results, depending on a campaign’s objective.
As well as considering brand, target audience and campaign fit, we qualify collaborators based on CopyClear and ASAI considerations, before agreeing a partnership. This includes ensuring that influencers will promote drinking responsibly, declare their content as a paid partnership, and that they and their following are of the correct age to promote alcohol.
Measuring success and performance
When we’re reporting on campaign results, we don’t confuse things. No technical jargon. Less ‘marketer-speak’. Just simple, relevant performance metrics that you want to see. Whether that’s brand awareness, engagement, sales or community growth. We’ll have regular chats about how things are going in support of your commercial objectives.
We monitor performance throughout the campaign, taking our highlights and learnings into consideration, before presenting our ideas for improving future campaigns. Social algorithms and influencer marketing trends are ever-changing and we are always learning how each campaign can be better than the one before.
Brands we work with
We work with a number of alcohol brands which have been longstanding in the market, as well as new and upcoming brands. Each brand has its own bespoke strategy and we have seen some great results for the brands we work with over the years, not just digital results but the commercial results that really matter like increase in sales and market share.
