3 out of 10 Consumers "Visit Alcohol Pop-up"
Interactive Pop-ups by HiteJinro and OB Beer
Full Marketing Effort for Peak Season
The alcoholic beverage industry, which has been struggling due to a consumption slump, is targeting the peak summer season. With growing consumer interest in participatory offline stores, the industry is strengthening offline marketing such as pop-up stores and flagship stores to simultaneously capture attention, brand awareness, and fun.
According to a survey conducted by Lotte Members through the research platform Lime on June 27, targeting 2,000 adult men and women nationwide, 3 out of 10 respondents have visited offline locations such as pop-up stores and flagship stores where they can directly experience the latest alcoholic beverage products.
Regarding the reasons for visiting, 36.2% of respondents said it was "to purchase goods from the respective alcoholic beverage brand," which was the highest, and 34.9% said "because it is a trendy place these days," showing high consumer demand for offline events in the alcoholic beverage industry. Furthermore, after visiting offline stores, 68.6% of respondents said their brand image improved, and 66.1% expressed purchase intentions.
As consumer demand for offline brand experiences increases, the alcoholic beverage industry is actively engaging in offline marketing. HiteJinro, welcoming the full-fledged beer peak season, is collaborating with 'JTBC Strongest Baseball' to operate a pop-up store for 'Cheongjeong Lager Terra.' The 'Yeouido Direct Viewing Day' pop-up store, located in the East Pop-up Zone on B2 of The Hyundai Seoul in Yeouido, will operate until the 30th and consists of purchase, goods, experience, and tasting zones. It also sells a total of eight collaboration goods, including shopping baskets, openers, and baseballs. Additionally, visitors can enjoy various participatory events such as creating So-Mac certificates and playing games, as well as tasting the recently launched new beer product 'Terra Light.'
OB Beer is also planning experiential marketing activities by designating eight major establishments nationwide as 'Cass Olympic Stations,' featuring its flagship brand 'Cass,' which became the first domestic alcoholic beverage brand to obtain official partner status from the International Olympic Committee (IOC) for the '2024 Paris Olympics,' along with the non-alcoholic beverage 'Cass 0.0 (Zero).' OB Beer plans to provide customers with special experiences through spaces where they can directly experience Olympic games and limited edition goods at the Cass Olympic Stations.
Foreign alcoholic beverage companies are also actively participating in offline marketing. William Grant & Sons Korea is leading the ‘Make it Monkey’ campaign with its blended malt whiskey brand Monkey Shoulder. This campaign, held at over 50 hot places nationwide including Seoul, Yangyang, and Jeju until the end of August, features famous DJs such as ISAAC, TPA, and Bori hosting the ‘Monkey Shoulder Disco Party,’ where the signature cocktail ‘Ginger Monkey’ is served during the party.
Lotte Asahi Liquor, which has recently been leading the domestic imported beer market, is operating the ‘Orion The Draft’ pop-up store in Seongsu-dong, Seoul, until the 5th of next month. This pop-up store is themed ‘Okinawa in Seoul’ and is divided into three zones: an outdoor photo zone, an indoor beach zone, and a market zone. Notably, the floor of the beach zone is covered with real sand, and the walls are decorated with artificial plants representing the Yanbaru forest in northern Okinawa, creating the atmosphere of an Okinawan beach.
Additionally, the market zone is designed to resemble a summer festival in an Okinawan village. Each booth, inspired by the Japanese-style food stalls called ‘Yatai,’ offers games such as ocean darts and Orion constellation curling. Furthermore, the ‘Orion The Draft Pop-up Store Limited Edition Set,’ consisting of an eco bag with the Orion logo and a dedicated glass, as well as Okinawan specialty products, are also sold.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
