bacardi-deliveroo

Alcoholic beverage companies and on-trade premises need to promote home-delivered cocktails by doing more than simply appealing to consumer goodwill. Credit: Shutterstock + Leron Ligred

Bacardi-Deliveroo team-up in the UK to offer home-delivered cocktails from smaller, independent bars that have closed during the pandemic. to offer home-delivered cocktails from smaller, independent bars that have closed during the pandemic. The Bacardi-Deliveroo initiative allows struggling bars to generate some revenue amidst unforgiving lockdown measures and gives loyal customers an opportunity to continue enjoying their favourite drinks and supporting local businesses.

However, job losses and economic uncertainty are compelling consumers to re-evaluate their spending. GlobalData found that almost half (47%) of UK consumers are on a tight budget when shopping for their household.1 Discretionary purchases may be subject to heightened budgetary constraint; more than one-quarter (28%) of UK consumers are purchasing lower quantities of spirits or have stopped purchasing them altogether since the Covid-19 outbreak.2

Alcoholic beverage companies and on-trade premises need to promote home-delivered cocktails by doing more than simply appealing to consumer goodwill. Collaborating with restaurants to create food and cocktail pairing deals, for example, can offer consumers a more complete and satisfying consumption experience. Cocktail delivery initiatives can also leverage the growing popularity of virtual happy hours, which help fill the social void left by self-isolation measures. Bars may even offer live online entertainment or dedicated digital content to online customers, in order to recreate the on-trade drinking experience.

Self-isolating consumers will continue to look for products and services that evoke their pre-pandemic lifestyle. However, brands must also recognise that value-consciousness is becoming a more influential driver in this new reality.

[1,2] GlobalData Coronavirus (Covid-19) Tracker Survey Week 2

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