Irish whiskey brand Jameson newly launched a "not so serious" whiskey club to better connect with consumers. The approachable platform can be accessed by scanning the QR code on the neck of the brand's bottles and in doing so, consumers gain access to unique events, exclusive experiences and other content. The QR bottle connecting fans to the club can be found on Jameson Original bottles in the UK off-trade.
The community-focused content will be changing on a monthly basis and members will benefit from being able to get early access to the latest releases, competitions, cocktail recipes, tailored playlists, snack inspiration and much more.
Like Jameson, other brands are investing in digital platforms and clubs to build a loyal customer base, increase engagement and gather valuable insights about their target audience to ultimately offer more personalized and meaningful experiences.
Community-Focused Whiskey Clubs
Jameson Connects is a "Not So Serious" Whiskey Club
Trend Themes
1. Digital Whiskey Clubs - Creating online communities and events centered around whiskey to enhance customer engagement and loyalty.
2. Personalized Brand Experiences - Using customer data to provide tailored recommendations, early access, and unique experiences to build brand loyalty and advocacy.
3. QR Code Marketing - Using QR codes as a way to drive customer engagement and connect with consumers through their mobile devices.
Industry Implications
1. Alcohol - Alcohol brands can use digital platforms and whiskey clubs to create personalized experiences for customers and increase brand loyalty and advocacy.
2. Marketing and Advertising - Agencies can advise clients to use QR codes as an effective tool for driving customer engagement and building brand loyalty through online communities and personalized experiences.
3. E-commerce - E-commerce retailers can explore partnerships with alcohol brands to implement QR code marketing and connect with customers through personalized experiences and online communities.