Over the past year, or in some markets for even longer, the supermarket landscape has been quietly but noticeably evolving. As brands adapt to new consumer expectations and changing regulations, traditional front-of-store marketing tactics are giving way to more immersive, in-store promotional experiences.
One category in particular that’s making a significant impact is alcohol. At Lime, we’ve been keeping a close eye on these changes.
Read on to learn how to promote your alcohol brand in ever-evolving stores and where to find opportunities in on-pack promotions and activations to connect with your customers when they’re ready to buy.
New Opportunity in High-Traffic Retail Spaces
Not long ago, high-traffic retail spaces like gondola ends were mainly filled with impulse products such as crisps and confectionery. But with the introduction of greater HFSS legislation (and even stricter regulation coming into effect later this year), retailers have had to rethink what products occupy those prime spots.
As a result, alcohol brands are increasingly stepping into the limelight, featuring in 57% more off-fixture displays. But of course, legislation isn’t the only reason for this shift.
Why Added Value Promotions Matter
While price has traditionally played a big role in alcohol purchase decisions, consumers are now looking for added value. A well-considered promotion, whether it’s on-pack, point-of-sale or supported digitally, can offer that extra nudge. When executed well, it helps build loyalty, encourages trial of new products, and shapes stronger brand perceptions from its consumers.
Alcohol On-Pack Promotions
These types of promotions don’t need to be flashy, complex or complicated to make an impact. A straightforward neck collar with a QR code, a digital voucher, or a simple mechanic that is enhanced by considered POS adds measurable value.
And to amplify this further, alcohol on-pack promotions that tie into relevant cultural moments can really hit the sweet spot. Check out our recent blog on engaging Gen Z through experiences for more.
When you are ready to plan your next sales promotion, our team can support you with on-pack promotions to help you gain more visibility in-store and achieve incremental space. Learn more about our sales promotion service here.
Creating Emotional Connection In-Store
Our Client Services Director, James Deshays, has spent many years helping alcohol brands including Johnnie Walker, Campari Group, Asahi, Pernod Ricard and additionally CleanCo, an alcohol-free spirit brand. He’s seen firsthand what has grabbed attention in-store.
As he explains:
“The goal is to meet consumers with something useful, entertaining or rewarding, right when they’re in buying mode. Promotions that feel timely and thoughtful can do more than boost sales. They help create an emotional connection with the shopper.
And at a point where shoppers are looking for more than a financial transaction with the brands they’re purchasing, it’s not about shouting the loudest, but about being the most standout in that moment.”
The Transition Towards Alcohol Shopper Marketing
We’re also seeing a broader shift across the industry. The proverbial group chat has been alive in recent months with discussions about brands redirecting their budget from traditional ATL channels to shopper and retail marketing. And for good reason – and we’re not just saying that because we’re a shopper agency!
Brands are looking for ways to engage consumers closer to the point of purchase. There’s growing scepticism around conventional advertising and the rise of ad-blocking behaviours online, retail has become one of the most strategic and measurable opportunities for driving results.
Alcohol Brand Activations
These high-traffic hotspots such as front-of-store spaces are now some of the most valuable real estate in retail as they offer immediate visibility before a shopper is inundated with brand messages further inside the shop. Alcohol brand activations here, through well-planned promotional mechanics, gives brands a unique opportunity to shape behaviour.
A Shifting Landscape Means New Rules
Simply put, alcohol promotions have evolved. It’s no longer about packaging, NPD or a straightforward discount. It’s about giving shoppers something that matters, whether that’s a surprise, a treat, or just something a bit different. These help brands to create meaningful and rewarding moments for consumers that appeal to their mindset, in the places where they’re already shopping.
What’s your take? Have you seen this shift happening in-store too? We’d love to hear how you’ve been adapting.
At Lime, we can help you create smart promotional campaigns to help your alcohol brand stand out in-store. We offer an end-to-end sales promotion service supporting you from idea generation to negotiating partnerships and prize fulfilment.
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We are Lime, an independent partnership and sales promotion agency based in London.
If you’re interested in learning more about the work we do, please get in touch or call a member of our team today on 020 7317 9280. And for more insights from our experts, check out our blog page including articles such as ‘Are Streaming Subscriptions a Popular Prize for On-Pack Promotions? and ‘What Prize Promotions Are UK Consumers Craving Now?‘.
