Beer & Spirits

As In-Person Events Return, Alcohol Brands Seek to Entertain Consumers With High Expectations

Marketers aim to raise the bar by mixing the physical with the digital

a crowd of people standing in front of a stage, where bottles of liquor and beer are performing — The world has changed, and brands need to change with it.Photo Illustration: Adweek; Jagermeister, Absolut, Tito's Heineken

By Paul Hiebert

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In-person events have returned. That means event-based marketing has, too.

“Things are coming back healthy and strong,” said T.J. Mathias, national event marketing manager at Tito’s Handmade Vodka, adding that sponsors are seeing record-breaking ticket sales and attendance at many of the events.

For some brands in the alcohol industry, which frequently show up at everything from conferences to concerts, resurrecting a pre-pandemic strategy is not part of the plan. The world has changed, and brewers and distillers, along with all brands, need to change with it.

“I’m not sure it’s enough to copy-paste what we used to do,” said Jonnie Cahill, chief marketing officer of Heineken USA.

The hibiscus-flavored drink, a favorite of the cocktail cognoscenti, is back thanks to Uncle Nearest.

The Second Life of Low-Alcohol Liqueur Sorel

Because many games and conventions were canceled and lots of would-be attendees stayed away out of health concerns over the last two years, Cahill explained, there’s pent-up demand for quality experiences that amaze and excite.

Paul Hiebert

Paul Hiebert is Adweek's senior reporter covering data and insights.

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