Even This Alcohol’s Website Knows How To Have A Good Time!
The spirits industry is blooming. With the substantial rise in alcohol consumption… brands are doing anything and everything in their power to enhance its customer’s experiences. Thus, it is only appropriate for these beverage manufacturers to come up with fresh and exciting content to engross people.
My pick for the week- Jack Daniel’s
Jack Daniel’s website consistently uses the brand’s primary colors — black and white, which makes it easier for one to familiarize and connect to the brand’s iconic logo. The website as a whole is properly structured, easy to operate and navigate.
The legal requirements state that every alcohol website should verify the age of the user before they can view the website’s content. To make it interesting, Jack Daniel’s website uses a quirky caption “Jack’s birthdate has been a mystery. Hopefully yours isn’t”.
It also has an interactive cocktails page, by the medium of which this spirit brand has shared some of its classic cocktail recipes and some other modern ones with a twist of lemon and salt.
Additionally, each of the product variations have different aesthetically pleasing web pages which gives the users insights into the manufacturing process, how to drink it ‘The Jack’s Way’ and a story behind it. The website is less verbose yet has enough diverse content for the user to be eager to explore more.
It is built well to be operated on both desktop or mobile devices. This modification provides flexibility yet keeps it consistent with the theme, giving users the same experience throughout.
Furthermore, you can order a bottle or even a barrel of Jack Daniel’s in under five minutes on their website. Oh, I know so because I ordered one for myself! The bottle or the barrel? That too shall remain a mystery like ‘Jack’s age’ ;)
How Jack Daniel’s brought its bottles to life!
Augmented Reality is a powerful tool in the hands of the right brand…
…And just last year, Jack Daniel’s rolled out a mobile app fully optimizing the use of AR.
In the app, once you scan the bottle’s classic black and white front label, it unfolds like a pop-up story book. It has three short photorealistic stories. First, about the process, which takes you through all the steps required to make a perfect bottle of this Tennessee whiskey. Second, there is a map of the company’s distillery which lets you wander around in a virtual tour. The last one is the story of ‘the man himself’.
All these pop-ups are created with extreme attention to details. This creative storytelling uses professional narration and atmospheric sound effects to create a beautiful experience and moreover educate the customers.
This app works for any size of the Jack Daniel’s bottle and even on a picture of it. Fascinating, right?
But wait, did it take you long to open the website as well?
While I was doing my research, I obviously first went to the brand’s website. But to my surprise it took a while to load. I thought it was probably my Wi-Fi acting out. But the second time this happened, I was suddenly inclined to test the speed of the website. And as I guessed, on a scale of 0–100 (100 being the fastest), the mobile and desktop website were at 5 and 33 respectively.
Can a website this interactive, be so bad in terms of the page speed? In my opinion, the brand should work actively to fasten the page’s speed. Probably an average user might not realize this, but as a marketer I was quick to pick on it.
Irrespective, I am quite impressed with their well-structured and user friendly website.
So, as Jack Daniel says — ‘Live freely. Drink responsibly’
Until next week folks :)
