Alcohol Industry Sells Drinks Through 'Ontact Marketing'

COVID-19 Infection Risk Prompts Online Tastings and Events
Kooksoondang, Lotte Chilsung, Glenfiddich, etc... "Increased Consumer Engagement Through Interactive Channels"

[Asia Economy Reporter Choi Saeng-hye] The alcoholic beverage industry is engaging with consumers through ontact (online face-to-face) marketing in the untact (non-face-to-face) era. Due to concerns about COVID-19 infection, in-person events such as tasting sessions are being avoided, and instead, new experiential opportunities are being offered online. Since the focus is on interactive content through social networking services (SNS), consumer responses have been evaluated as exceeding expectations.

According to the alcoholic beverage industry on the 27th, Kooksoondang is promoting the harmony of traditional Korean liquor such as Baekseju and premium Hoengseong beef through various contents linked to the 'Online Hoengseong Hanwoo Festival,' a representative festival in Hoengseong, Gangwon-do, where Kooksoondang's brewery is located, in the ontact era.

Kooksoondang introduces ways to enjoy good liquor Baekseju and Hoengseong beef deliciously through video content on the 'Online Hoengseong Hanwoo Festival' homepage and YouTube channel, which is ongoing from the 15th to the 30th.

A Kooksoondang official explained, "The 'Saliva Explosion Hoengseong Hanwoo Mukbang' with a mukbang influencer YouTuber featuring Baekseju has reached 180,000 views, and the so-called 'Baekseju-infused Joseon Highball,' a combination of Baekseju and sparkling water, appeared in a famous celebrity's 'Virtual Travel Camping Hanu' experiencing major tourist spots in Hoengseong, which has exceeded 1,000 views, achieving considerable promotional effects."

In addition, offline promotions are being conducted in synergy by displaying good liquor Baekseju at the Online Hoengseong Hanwoo Festival open studio and exhibition hall, and distributing souvenirs designed with Hanuri, the Hoengseong Hanwoo character, and good liquor Baekseju together.

Lotte Chilsung Beverage successfully held the 'Cloud Draft Live' on the 9th. The Cloud Draft Live was held for about an hour from 9 p.m. at a studio in Paju. At the same time, it was broadcast live through Cloud's official YouTube channel 'kloudbeer,' allowing consumers who were not selected to watch the fan meeting. It received great responses from customers, recording a maximum of 3,200 simultaneous viewers.

A Lotte Chilsung Beverage official said, "Through the first-ever online fan meeting attempted in the alcoholic beverage industry, we tried to approach customers while maintaining social distancing, and it received greater-than-expected responses," adding, "Cloud plans to continue various new online marketing activities such as live broadcasts."

In the whiskey industry, William Grant & Sons' single malt whiskey Glenfiddich held an online tasting event earlier in April. The tasting was planned through Instagram Live, where brand ambassadors from around the world introduced the Glenfiddich brand and products, and provided cocktail recipes that consumers could easily follow at home, allowing them to make drinks according to their preferences.

A Glenfiddich official stated, "This tasting was conducted by brand ambassadors from over 20 countries, and since participants could communicate in real time with the brand ambassadors, not only industry insiders but also general participants requested that online tastings be held again in the future, showing a positive response."