Drizly is gearing up for the festive period in the US with a marketing activation and the introduction of a ‘gift registry’ function.
‘What’s It Gonna Be?’ has kicked off nationwide this week and comprises TV, audio, “display” and social media aspects. The campaign is being led by three ads for TV that hark back to the gameshows of the 1970s.
At the same time, the online alcohol delivery platform has started offering users a new service that suggests “thoughtful gift recommendations from brands like [Diageo’s] Don Julio, Johnnie Walker and Bulleit”. The user can then share the selected recommendations with the gift purchaser.
The introduction of the gift registry was based on findings from Drizly’s ‘2023 Consumer Trend Report’, which saw “78% of respondents in Drizly’s nationwide survey reported having given alcohol as a gift and nearly three-quarters (72%) said their gifting of alcohol will stay the same or increase in 2023”.
“Notably,” the company added, “68% of survey takers said that holidays are the top occasion for gifting drinks.”
Chief customer officer Gina Hardy said: “Today we see consumers turning to the Drizly marketplace for broadening types of occasions, with gifting being a frequent use case.”
The year started with a change of CEO at Drizly as the Uber Technologies-owned platform promoted Cathy Lewenberg to replace Cory Rellas.
“I’m not worried about competition” – Drizly chief operating officer Cathy Lewenberg
