Forward-looking approaches in the alcohol industry: How can you sell successfully in the future?
We all know that alcohol consumption has been on the decline for several years, that the new generation is drinking differently and that the entire industry is facing new challenges. Robert Joseph’s proverb says that if you do the same thing over and over again, you will always get the same results. This proverb says exactly what is happening right now: the traditional recipes for success of the past must be adapted to the new circumstances if better results are to be achieved.
How can the sale of alcoholic beverages be adapted to the new generation?
With a new generation of consumers who are not only interested in a drink, but also want to drink healthier and better, the alcohol industry needs to adapt.
But how should alcoholic beverages be sold today? Today, customers should not be told how the drink is made, but why it is made. The question of why arouses the customer’s emotions. This is because the customer is looking for a reason to fall in love with a product and not how it is made.
To avoid :
Talking about technical details
Think back to your school days when it was mainly about filling your head with facts. Difficult to remember those moments, isn’t it? That’s perfectly normal, because the most vivid memories from our school days are often the unforgettable, joyful moments we shared with friends. This phenomenon can also be found in the sale of alcoholic beverages: people don’t fall in love with bare numbers or dry facts. If you want customers to remember your drink, it’s time to say goodbye to the technical details. Instead, touch the heart of your buyers. Don’t tell them how you make your drink – share with them why you make it. It’s these stories that will resonate and be remembered.
In this world of stories and emotions, attention to detail in the scientific aspects often plays a subordinate role: it is unusual for a customer to enter a wine cellar full of enthusiasm to ask specifically about the specific type of yeast used in the fermentation of the wine, or to be interested in the exact temperature during the fermentation process, to delve into the ideal drinking temperature or to ask which meat is suitable for this wine.
These technical details, as fascinating as they may be for the winemaker, rarely speak to the heart of the wine drinker. However, the wine is not bought because people are so enthusiastic about the sensory analyses. People buy wine because they are looking for experiences.
Preferable :
Emotional, not technical sales: Be Cupid’s arrow for your product.
The product is not bought because people are enthusiastic about the sensory analysis, but because you enjoy it. You have to give the customer reasons to fall in love with a product, but not with the facts.
Take inspiration from these two examples :
Our solutions for emotionalising your products
At Univerre, our NFC projects always start with a creative brainstorming session so that we can respond precisely to your individual needs. Our aim is to create a customised emotional connection that fits your company perfectly and represents it authentically.
Using NFC technology, we have created not just a product that directs you to a standard landing page, but a product that creates an emotional connection to wine by guiding customers through an experience specifically designed to evoke an immediate emotional response.
How does this work and what does it look like?
Contact us and we’ll show you our solutions.
Our sources
Alix Partners‘ 2023 report reveals that 98% of the 3,000 executives surveyed worldwide believe they will have to change the way they work within the next three years, with 70% even considering their jobs to be at risk. The wine industry, which is deeply rooted in tradition, faces the challenge that change is easier said than done. But there are ways to adapt.
2015 study by Thach and Chang shows that 83% of consumers cited flavour as the most important reason for their wine choice. 70% said wine helps them relax, followed by 59% who said they buy wine to socialise with friends. 49% said the wine goes well with food and only 9% said they buy the wine because they analyse it.
