Cutwater Cocktails: Your Holiday Host Helpline
Cutwater's holiday cocktail helpline, accessible at 1-833-DRINK-CW and on Instagram, offers a dedicated concierge service to help hosts create memorable holiday cocktails effortlessly Get expert guidance and inspiration to elevate your festive celebrations with AB InBev's ready-to-drink cocktail brand
Article Brief:
Ready-to-drink cocktail brand Cutwater, which is owned by Anheuser-Busch, launched its first holiday campaign on Wednesday, Nov. 1, per a press release.
The effort comprises a concierge service that provides helpful suggestions for simplifying holiday entertaining. The Cutwater Holiday Concierge can be accessed by calling 1-833-DRINK-CW or through the brand's Instagram page. Additionally, a sweepstakes will be held, featuring prizes like a $10,000 bar makeover.
To promote this initiative, media purchases have been made for out-of-home, social media, and digital advertisements, along with in-store programming scheduled for the upcoming weeks. This holiday campaign builds upon the brand's "Open the Bar" platform and visual redesign, which was introduced in February.
Article Insight:
With the ready-to-drink cocktail category experiencing significant growth, Cutwater is preparing for the holiday season by focusing on enhancing its digital and social presence, along with providing valuable entertaining tips. To address the challenges faced by party hosts in serving cocktails during the thriving cocktail culture, the Holiday Concierge service was developed based on insightful data.
According to research cited by Cutwater, 57% of hosts who drink spirits find it challenging to satisfy everyone's cocktail preferences. Among party hosts, 70% express a desire to have cocktails at home but prefer not to make them. It is common for consumers to struggle with cocktail mixing, with 56% of hosts saying they lack the time to make them at their parties and 53% finding the process difficult overall. Additionally, 76% of spirit drinkers dream of having a home bar.
Cutwater's holiday concierge service joins the ranks of brands like State Farm, Olay, Pure Leaf, and Mike's Hard, who have utilized an old-school marketing tactic - the hotline - to connect with consumers seeking a nostalgic experience.
Earlier this year, the "Open the Bar" platform was launched with the aim of making cocktail culture more approachable. To enhance this, a visual update was implemented, incorporating new packaging that offers clearer graphic indicators.
Moreover, Three Olives Vodka has embraced the concept of entertainment with its holiday campaign, employing AI technology to assist consumers in organizing the ideal party. These endeavors align with recent research indicating a rise in at-home drinking compared to bars or restaurants.
