In just a few short months, Covid-19 has changed the world. Things will never be quite the same, but as we make tentative steps towards reopening our economies and societies, we also begin to imagine and to plan for a new future.
Family, friends, community – all have taken on new significance during this crisis. Many of us are realising that it’s experiences we miss the most, not material things; a drink after work, a meal in a restaurant, an evening at the theatre or simply Netflix and a bottle of wine with a friend.
The drinks market has already seen a surge in demand during coronavirus lockdowns across the world. In the UK, off licences were designated ‘essential services’ and while bars and restaurants closed, alcohol sales in supermarkets jumped by 22%. Drinking at home has become the new focus, but even a cursory glance at social media points to a craving for the kind of social interactions we all associate with a tipple – nights out, family meals and barbecues, and fizz-fuelled celebrations to mark life’s milestones. It’s likely to be some time yet before bars, restaurants and other venues can reopen and when they do, the international appetite for togetherness and celebration will surely be at fever pitch, prompting a spike in alcohol sales. Will your brand be ready?
As we emerge from this pandemic there will be many opportunities for brands to tap into the psyche of a global market that has overcome adversity, identified what’s really important in life, and resolved to make the most of the freedoms that we have all been denied in recent months.
There will be opportunities to celebrate, to say thank you to the professionals who have steered us through this pandemic, and to show our loved ones how much we care. At Signet, we’re expecting to see many brands releasing commemorative editions of their products – perhaps bringing rare casks out of the vault to mark this moment in history, or using packaging to pay tribute to healthcare workers, with limited edition keepsakes ideal for gifting. Sales of bubbly – be it prosecco or champagne – are sure to skyrocket as people are once again permitted to tie knots, wet the heads of new arrivals or simply enjoy a boozy picnic in the sun. And on a sombre yet equally important note, many a glass will be raised in honour of those no longer with us as a result of Covid-19.
Smart brands will already have lots of ideas around how they can recapture the imagination of their customers and use marketing to speak to the mindset and emotions this unprecedented situation has provoked.
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