Switching careers always comes with its own dose of adrenaline, diving into the alcohol industry? Now, that’s a whole new level of adventure. After years of crafting campaigns in ed tech and advertising, I took a leap into uncharted waters—joining IST Hard Seltzer, a fresh face in India’s evolving alcohol scene.
The biggest takeaway from my ed tech days? Education is key to consumer engagement, especially for a new product like hard seltzer. It’s not just about selling a drink; it’s about informing people on what they’re sipping and why it’s different. We’re not just saying, “Grab a drink!” We’re saying, “Embrace a healthier, fun lifestyle with IST”, and when we highlight our low-calorie, low-sugar benefits, we’re not just boasting—we’re building a tribe of informed advocates.
Selling Stories & Sips
If my stint in advertising taught me anything, it’s that people don’t just buy products; they buy stories, emotions, and identities, which taught me to appreciate alcohol isn’t just a beverage; it’s a ritual. Our aim? To be the best decision you make today—or at least the best bottle you crack open.
A Retail Battlefield
Retail marketing in alcohol isn’t for the faint-hearted. Giants dominate fridge space and new players like us are often left out in the cold (literally). Large beer brands monopolizes the shelves, and we get asked for our own fridge more often than we’d like, which isn’t economical for us as yet. But hey, who needs a whole fridge when you’ve got creativity and grit on your side? A large part of my day spelt plotting clever retail strategies, and 2 a.m. is reserved for questioning the existence of impulse buying.
Marketing Under Lockdown (and by That, I Mean Regulations)
With traditional digital channels off-limits, we’ve leaned onto events, experiences, and word-of-mouth. Our consumers aren’t just buying a drink; they’re buying the experience that comes with it. Whether it’s bar games or teaming up with the LGBTQ+ community at festivals like Maya Bazaar, we’re not just filling glasses—we’re filling moments with meaning. But, executing these events isn’t all glitz and glamour. It’s more like “Do we have enough stock at the right depot? Are the bottles chilled to exactly the optimum temperature? Is our bar crew the happiest crew in the room?” These are the kinds of questions that haunt my dreams, but hey, at least they keep life interesting!
The Struggle of Being the Healthier Drink in a Not-So-Healthy Category
While “healthier” drinking is gaining traction, many fitness influencers and the wellness community treat alcohol like it’s a cheat meal. So here we are, scratching our head., wondering how to convince everyone that IST is the closest thing to a guilt-free drink!
Building a Tribe, One Bottle at a Time
Ultimately, alcohol marketing is about much more than product placement—it’s about community. Loyalty isn’t just born from a good drink; it’s nurtured through shared experiences, inclusive partnerships, and the feeling that you’re part of something bigger than yourself. With IST, we’re creating a tribe where everyone’s invited to the party, and all you need is a thirst for life.
Moving from ed tech, to alcohol has been a steep but also incredibly rewarding learning curve. Navigating an industry full of unique challenges —regulations, cultural nuances, and shifting consumer preferences—keeps me going, and I’m excited to continue this journey and see where it takes us as we redefine how India drinks—one refreshing, low-calorie bottle at a time.
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