Look out craft beer! The industry of craft spirits is on the rise. Since 2015, this market has achieved $2.4 billion in sales and shows a healthy growth of 27.4% in volume yearly. It’s evident this market has correctly identified its customer base and is using the appropriate marketing strategies to promote growth.
This niche market still has some catching up to do before reaching the beloved craft beer industry’s height that holds roughly 13% of the beer market. If this market continues to trend as it currently is, we can expect a 10% volume share growth in the following years.
What is the Meaning of Craft?
One thing that just about everyone can agree upon is that the word craft means “unique”. This word has taken on a life of its own and has been adopted by artists in all genres. Specialty, uniqueness, and skill are all linked to this word.
When it comes to the Craft Spirit Marketing Boom, this is no exception. These beverage artists want their clients to expect a unique flavor. The specialty ingredients and small batches make it a hot commodity. This requires intense marketing to the target audience, which is mostly agreed upon to be the Millennials and Generation Z.
Brilliantly Marketing an Age-Old Practice
Our grandparents may chuckle at the thought that a new idea has been created. Often called bathtub gin, popskull, corn liquor, or plain old moonshine, they’d argue that this isn’t trending but a deep-rooted part of history.
Unlike the history of illegality and lawlessness associated with bootlegging, today’s distillers can enjoy their craft peacefully. With the government’s blessing, today’s distillers can visit site for legal assistance to achieve their artistic beverage dream.
Sure we can’t compare today’s variety to that of moonshine. When distillers can age and perfect their product, they can provide consumers with superior products.
How Craft Spirit Marketing is Effective
Modern consumers expect more from their brands and develop an emotional attachment. How this target market is reached has also changed. The most effective methods are;
Video. Short videos on Instagram, Facebook, and other social outlets give the Craft Distillers a unique way to provide consumers with a sneak peek at their product, mission, and brand identity.
Influencer campaigns. Micro-influencers are becoming more popular and effective than celebrity influencers. Micro-influencers (those having between 1,000-100,000 followers) have are proving effective because Gen Z can relate to them.
Engage with customers. Millennials and Gen-Z want answers, and they want them now. Having people available and ready to answer questions at all times is a highly effective strategy. This is possible through website chats, social media messaging, or even via phone.
Be mission-focused. Find a cause that supports the community. This target market loves to know their purchase not only buys an excellent product but also supports a worthy cause.
Sell experiences, not products. Consumers want to know an organic farmer handpicked the ingredients used, or the barrel the whiskey was aged in was hand-made by artisans in rural Kansas. Tell the story, so the consumer feels as though they are taking part in the experience.
Conclusion
Millennials and Gen Z are taking over the largest consumer group. The Craft Spirit Market has embraced this trend by popularizing their craft. Marketing has focused on selling experiences, building community, and tapping into emotional attachments.
Millennials and Gen Z have the environment, sustainability, and the lure of having distinct brand preferences in mind when choosing products. This contributes to the uptake in consumer desire for such products and has changed the style and face of marketing.