The Difficulties of Alcohol Marketing

If your company produces alcohol products, then sampling might not be a thing you’ve thought of before. Many brands are afraid of trying it, largely because of the legal and logistical hoops that need to be jumped through. While it’s true that planning a sampling event with alcohol does require meticulous attention to detail to make sure you’re compliant with the law, it really isn’t as scary as it seems. At Fizz Experience we have over 30 years of expertise in delivering high-quality in-store demos and sampling experiences for all sorts of brands, including alcohol brands. It’s something we do recommend drinks brands try – alcoholic or not – but there are some things you need to think about first.

Legal Compliance and Age Restrictions

The good news is, if you’re giving alcohol away for free then you don’t need to have a specific license to do this. That means a lot less hoops to go through! However, if you’re serving alcohol it’s always a good idea to talk to the local authorities in the area to confirm if they have any requirements you need to meet. You should ensure that sampling activities don’t occur in designated non-drinking areas, and adhere to guidelines by organisations like The Portman Group, who recommend that:

• You should only offer samples to individuals who appear to be over 18, and request proof of age if you’re in doubt.
• You select locations away from areas predominantly frequented by under-18s, like schools or youth clubs.
• Not designing promotional materials and themes that don’t appeal to minors.

If you’re in doubt, check with the local authority to make sure you’re dotting all the I’s and crossing all the t’s. 

Strategic Sampling Locations

If you have a choice of venue, choose one that aligns with your target audience and brand image. More importantly, avoid locations that are likely to reflect irresponsibility on your brand. Just look at the response to pub chain Weatherspoon’s opening a pub on the M40 services – technically they can do it (and they did), but the public backlash about serving alcohol on a motorway services did a LOT of damage to their reputation. Promoting alcohol consumption in certain places, like where people will be driving, then you may be painting your brand as irresponsible. If you’re not sure where to hold your sampling, you can always talk to an expert like us for advice.

Engaging Brand Representation

Once you get down to the actual demonstration, you need to think about who you put behind the stand. Your brand ambassadors are the face of your product during the sampling event. It’s essential that they’re knowledgeable about the product’s unique selling points and brand values before they start. This is what will help them to engage consumers effectively, providing informative and memorable experiences. As well as presenting themselves and your brand as professionals. After all, sampling is all about delivering compelling brand experiences that resonate with your customers and foster brand loyalty, no matter what you’re selling.

Consumer Experience and Safety

We all know that alcohol can have all sorts of effects on people, so it’s important to consider the safety of your customers as well as their experience. There are a couple of different ways you can do this, including:

Provide clear information about the product. Including ABV and tasting notes. Transparency is key when it comes to alcohol sampling. Customers should be fully aware of the product they’re consuming. So including details like alcohol by volume (ABV), tasting notes and any relevant ingredients (especially allergens). Offering this information means that customers can make informed decisions about what they’re trying.

Serve samples responsibly. Responsible serving is also at the heart of any alcohol sampling event. Samples should be kept to the recommended serving sizes, so that customers can enjoy the tasting without overconsumption. This stops customers from becoming intoxicated and aligns with responsible drinking practices – both of which show that your brand cares about the well-being of its audience.

Ensure compliance with health and safety regulations. Your sampling event also needs to meet the necessary health and safety standards to protect both consumers and staff. So you need to ensure hygiene and cleanliness as well as uphold alcohol-specific safety guidelines. That means using clean, sanitised glasses or cups, regular handwashing or wearing gloves, and maintaining a clean environment. All event staff should also be well-trained to know how to handle situations where customer safety could be compromised, like if someone appears intoxicated or unwell.

Be prepared for emergencies: Although rare, it’s important to be prepared for any unforeseen incidents. Ensure your team knows what to do in case of emergencies, whether that’s handling a customer who has had too much to drink or responding to a health-related issue. Having first aid kits on hand, as well as knowing where the nearest medical facility is, can make all the difference in these situations.

Running a successful alcohol sampling event requires a careful balance between creating a memorable brand experience and ensuring the safety and well-being of your customers. By providing clear product information, responsibly serving samples, adhering to health and safety regulations, and demonstrating your commitment to responsible drinking, you not only enhance your brand’s reputation but also foster consumer trust and loyalty. 

At Fizz Experience, we’ve honed our expertise in experiential marketing over decades, crafting engaging, impactful experiences that resonate with audiences. By partnering with Fizz, you can be confident that every aspect of your alcohol sampling event—from legal compliance to unforgettable consumer engagement—will be handled with the utmost professionalism, ensuring that your brand stands out for all the right reasons. If you’d like to know more, just get in touch with the team today.