Cheers Summer 2021 | Page 22

2021 GROWTH

BRANDS

SPIRITS other major pandemic trends — like ecommerce .

“ In the off-premise , we know that browsing time has dropped dramatically ,” says Chrissy Wallace , senior brand and integration manager of el Jimador , Established Growth Brand winner . “ We made sure to communicate our value proposition clearly and consistently : El Jimador is a premium tequila , priced right for the everyday at-home occasion . Ecommerce has seen explosive growth during the pandemic . We look to leverage at all touchpoints through shoppable media and building the digital shelf .”

The use of alcohol ecommerce leapt ahead several years in a matter of months during the pandemic . Savvy brands adapted accordingly .

“ The past year was certainly not the year we were anticipating , but our team did an exceptional job of rolling with the punches and pivoting into the virtual environment ,” says Charlie Nelson , cofounder of Nelson ’ s Green Brier Distillery , maker of Rising Star brand Belle Meade . “ We focused primarily in the digital space , working with partners like Drizly , Thirstie , etc ., and ensuring we showed up on the digital shelves just like we hope we show up on the physical shelves in retail stores .”

An undeniable part of the ecommerce ecosystem is social media , and personalities that dominate that space .

“ Building our social presence has been a big focus for us , specifically partnering with influencers who genuinely love the brand ,” says Erin King , director of brand marketing and on-premise for the Fast Track craft vodka Western Son . Influencers often reach out looking to collaborate . “ It ’ s critical that we stay true to our brand and not just partner with anyone . Ultimately , they are an extension of us .”

Promoting safety during the health crisis was another focus shared

SPIRITS ESTABLISHED GROWTH BRANDS

Source : The Beverage Information & Insights Group ( p ) Preliminary * Awarded based on revised pandemic criteria

22 • Summer 2021 www . cheersonline . com