The drinks industry is constantly innovating to ensure its brands and products attract a small share of our attention, and wallets, in an increasingly competitive market.
Astute drinks brands are harnessing digital technology in their operations, supply chain, marketing, distribution and experiences.
Here are a few highlights over the last 12 months to quench your thirst.
1. Beck’s Autonomous
The nondescript AB InBev lager brand launched a radical new variant called Autonomous to mark its 150th anniversary. It’s a beer, as they claim “that made itself”. They used Artificial Intelligence (AI) tools ChatGPT and Midjourney to create the recipe, design the packaging and plan the media and marketing.
The limited edition sold out before I got my hands on it but one journalist gave it a full unboxing review. Just a concept and PR stunt, rather than a burgeoning new line from the brewer, and not the first in the sector to do it, but it shows how AI tools can be deployed and how they’re maturing.
2. Seedlip’s Elli
Diageo’s Seedlip is an established pioneer in the non-alcohol spirits category and has been riding the wave of the category’s growth in recent years.
Consumers are still finding their way with drinks in this category though. How do you serve it? What food do you match it with? What’s actually in it?
In response, Seedlip launched a virtual brand ambassador called Elli. Using Large Language Models (LLMs), Natural Language Processing (NLP) and a bespoke knowledge base, Elli provides a personalised conversational experience.
3. Pernod Ricard’s AI toolkit
Global wine and spirits producer, Pernod Ricard, has developed a new AI-powered platform that turns hyperlocal market intelligence into personalised and optimised marketing, sales activity and promotions.
The set of tools, called Key Digital Programs (KDPs) use three years of training data to create optimised plans by product and location that inspire new approaches at Pernod Ricard’s executive level.
The tools are now in place across 30 markets, fully embedded with local IT systems. Now 20 more use cases beyond the initial three KDPs are being explored. Read more about the initiative in WIRED.
4. Moutai’s drone ‘ad’
Drones are increasingly being used for both entertainment and utility. This impactful display of hundreds of choreographed drones helped long-standing premium Chinese drinks brand, Moutai, to stand out and be seen as keeping up with the times to appeal to new generations.
5. Manna’s drone deliveries
Manna has been making deliveries by drone from selected outlets in Ireland and the US, including direct from Coca-Cola. As well as being faster, it’s apparently a more sustainable delivery solution, ten times more efficient than road-based delivery.
6. BeerMate’s mobile beer vending
We’ve seen robot cocktail makers and smart beer taps but self-service bars are still a bit of a rarity. Dutch startup and World Beverage Innovation Awards 2023 Finalist, BeerMate, has launched a mobile beer vending machine for festivals, stadia and other high volume venues. It conducts age verification and completes contactless payment before delivering up to 4 freshly poured beers at a time. Each container can dispense up to 1,000 beers per hour.
What’s next?
Look out for more AI-powered launches, blockchain applications and a splash of new innovative drinks experiences over the next 12 months.
What’s the digital innovation that will make your drinks brand stand out in 2024? Contact us to discuss.
