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Vinexpo NY launches virtual panel on emerging brands in Covid-19 environment
A panel of industry leaders will debate the best ways to create and nurture new alcohol brands as the world tentatively emerges out of lockdown.
A panel of industry leaders will meet up virtually on Tuesday 23 June, 11am EDT for a webinar moderated by John Beaudette, President of MHW, Ltd. on the challenges new and emerging drinks brands face today.
The alcohol industry faces strange new obstacles thanks to the impact of global lockdowns designed to prevent the spread of coronavirus. While restaurants and bars across Europe have started to reopen, and wineries in the US can go back to greeting customers, strict social distancing measures are in place for many.
But despite this turbulence, entrepreneurs have continued to go ahead with product launches, finding new ways to engage with, and recruit, new customers. In the UK, a canned wine brand called Hun launched last month alongside a meta outdoor ad campaign that asks consumers to pity the marketing team that had to create the brand’s voice while strict social distancing rules were enforced.
More than ever, brands are shifting their focus away from in-person launch events and instead directing their attention to digital marketing and a strong online presence to reach consumers.
Marketing and sales strategies need to change as short and long-term predictions about alcohol distribution seem to change daily, according to the organisers of trade show Vinexpo.
John Beaudette, the prsident of MHW, senior vice president of alcohol at analyst group Nielsen, Danny Brager, Nieslen’s alcohol vice president Danelle Kosmal, Eric Reller, chief of strategic initiatives at the Distilled Spirits Council of the United States (DISCUS), and Simon Wilkinson, US operations manager at Broadland Drinks, will put their heads together to work out how brands can thrive when their usual routes to market have been cut off.
The panel will discuss what opportunities are now available to alcohol producers that weren’t there before, and how they can succeed in the “new normal”.
To find out more and register, click here.