3 Reasons Why This Brand Should Have Aperol Liquor “Buzzing”
The cocktail and spirits business is seeing a trend in social impact brands
Consumer trends are shaping innovation in the alcoholic beverage industry. One of these trends is health and wellness. Siponey LLC is a company that exists to give back to the environment. They have identified honeybees as the first step in recovering the environment. Their product Siponey Spritz Co.™, is a canned whiskey spritz cocktail that uses localized ingredients in New York while supporting non-profit honeybee activists and educators. At its comb (I mean core) Siponey hopes to change the way the world drinks.
What is a B-Corp Certification
I know what you are thinking. Ok enough with the “bee” puns. But this is an actual thing. The founders of Siponey’s commitment to the environment allowed them to attain B-Corp Certification. This means that a reputable outside party examined Siponey’s supply chain, partnerships, and commitment to financial contributions and granted them status. Siponey is the first, and currently, only B Corp certified cocktail company on the market. They join an impressive list of companies like Tom’s and Patagonia. B Lab is the non-profit organization that facilitated Siponey’s certification which met the following check marks:
✔️A leaders in the global movement for an inclusive, equitable, and regenerative economy
✔️High standards of verified performance, accountability, and transparency
✔️Employee benefits and charitable giving
✔️Supply chain practices and input materials.
From a marketing standpoint where marketers constantly apply the word “differentiation,” having a B-Corp certification allows Siponey to distinguish itself in a very competitive industry.
Digital Strategy
To help spread the buzz, Siponey formulated a successful digital marketing strategy. The objective was to communicate how their brand gives back to the community through an industry as thriving as alcohol. They wanted their target audience to not just live their New York lives, but do it more health consciously. One, they released a series of “shorts” on their YouTube Channel integrating a New York lifestyle while drinking Siponey products. Two, they created content targeted at how people lived their lives in New York (interns looking for full time jobs, runners training for events, roommates utilizing food delivery services). Three, they decided to integrate a public relations component into their marketing by doing interviews with local news media like “Women and Whiskey” and putting those featured segments on their YouTube Channel. As an example of a local media story that could be put into a digital channel, Detroit Hives, is an organization that benefits from the mission of Siponey giving back to activists and educators. This organization converts abandoned parking lots into honeybee apiaries, while also teaching the next generation how to think about pollination. Overall, I would say their digital efforts have been a success; Today, Siponey is trademarked as the Official Cocktail of New York, something that has emerged organically as the company grew. Their positioning (reminding people that ingredients are sourced from NY) ties to their mission and helps them market the launch of future cocktails.
Aperol
If brands like Aperol continue to market themselves to consumers, they will need to do so in a way that integrates health trends. Their is a clear race to mix up the next cocktail and it looks as if Siponey is buzzing by the competition.
