Trade association The Distilled Spirits Council of the US (DISCUS) has released details of a marketing move in the country that links cocktails to “moderation and intentionality”.
The digital-only campaign, titled ‘Cocktails YOUR Way’, has been launched today (16 September) with “creative content”, social media activations and a dedicated webpage. The organisation has also partnered with mixologist & winner of season one of Netflix’s Drink Masters competition, Lauren O’Brien, who will “help showcase how cocktails can be made exactly how consumers want”.
Citing International Alliance for Responsible Drinking (IARD) data from May, DISCUS said consumers say the ‘single most important factor shaping’ their drinking behaviour is moderation.
“Adult consumers are increasingly looking for beverage choices that fit their lifestyle, the occasion and the people they are with,” said CEO Chris Swonger. “Cocktails provide that flexibility. Whether eating out or enjoying a night with friends, cocktails give consumers the ability to choose what’s in their glass while still savouring the great taste and connection that make these moments meaningful.”
Earlier this week, Diageo unveiled a range of 20%-ABV spirit drinks, citing moderation behaviours such as ‘zebra striping’ and ‘coasting’ as having steered the NPD.
