To educate, engage and unite drinkers who are missing out on being able to visit their favorite local spots in person, many brands are creating virtual experiences, including Ardbeg with its virtual BBQ cook-along. The single-malt whisky brand is teaming up with YouTube chef DJ BBQ for a cooking and cocktail-making series that give people a better sense of how to create smoky Ardbeg cocktails to pair with food.
As part of the Ardbeg Smoke Sessions campaign, the brand is going after the "new, young, non-traditional whisky-loving market," especially those who are attracted to big and bold flavor experiences. On Instagram, live sessions are being shared to introduce Ardbeg-based cocktails and different BBQ dishes. One part of the series shares how to smoke a side of salmon on an open fire and match it with Ardbeg's own take on the classic Bloody Mary.
At-Home BBQ Cook-Alongs
Ardbeg & YouTube's DJ BBQ are Hosting Online Cooking & Cocktail Sessions
Trend Themes
1. Virtual Cooking Experience - As the pandemic continues, companies are creating more virtual cooking experiences as a way to engage customers who are unable to dine out or attend in-person events.
2. Food and Cocktails Pairing - Companies are focusing their attention on providing food and cocktails pairing recommendations as a way to enhance the customer experience and create value for their products.
3. Influencer Marketing - As traditional marketing methods become less effective, influencer marketing continues to gain traction as an innovative and effective way to reach potential customers.
Industry Implications
1. Alcohol - The alcohol industry can utilize virtual cooking experiences and food and cocktails pairing recommendations to enhance customer satisfaction and loyalty.
2. Restaurant - Restaurants can partner with influencers and create virtual cooking experiences to provide customers with an engaging and interactive dining experience at home.
3. Marketing and Advertising - Marketing and advertising companies can leverage the growing trend of influencer marketing and virtual experiences to help brands reach their target audience and increase brand awareness.