Real Vodka, Real Juice, Real HIGHNOON SUN SIPS
“Healthy, slim, and fun flavors. I want it all !!!”
This is probably what many people think. There’s no denying that consumers are increasingly aware of their health habits and want to opt for satisfying sips that won’t add too many pounds to their hips. “People not only are being more health-conscious with their drink choices but also are looking for very light, flavorful options they can drink a few without feeling weighed down,” said Dave Larue, VP of Sales & Merchandising at ABC Fine Wine & Spirits. And this is exactly why that hard seltzer became the “It” drink of 2020, served on plenty of patios and sidewalk tables during 202, a pandemic summer.
Do you know the “Hard Seltzer”?
Hard seltzer, also known as spiked seltzer or hard sparkling water, contains carbonated water, alcohol, and flavoring. The alcohol usually comes from fermented sugar, though in some versions there is vodka or malted barley. The amount of sugar is generally low, however, and the alcohol count is often fairly low too, usually around 5%, though the vodka-based sparklers can get higher. Hard seltzer is designed to be a lightly alcoholic, not-so-serious sipping drink for people looking to imbibe in moderation. Many hard seltzers have about 100 calories per can. Most are gluten-free as well but check the labels.
The hard seltzer segment is a popular market, but at the same time, homogenization is also fierce. White Claw Hard Seltzer products still dominate the on-premise sector, but new competitors are emerging one after another. The Hard Seltzer segment is extremely top-heavy, with the top five brands in Backbar accounting for 83% of the market share:
White Claw (45%)
Truly (17.4%)
High Noon Spirits Company (10.4%)
Bud Light Seltzer (10%)
Bon & Viv (1.28%)
It’s not hard to find that High Noon saw the largest gain of share points year-over-year, growing by 6.3 points in the first six months of 2021. What’s the secret of that？
The secret of HIGHNOON
When you want to learn about a product, it is undeniable that browsing the official website is the most intuitive way. Considering the number of players in the hard seltzer game, their website must make it easy to understand their brand positioning, product offerings, and where to purchase. I took a deep dive into their website both on desktop and mobile to see how quickly I could become a fan and be convinced to purchase.
But I have to admit, I was quickly convinced! Now, I’m writing this blog with a bottle of pineapple-flavored HIGHNOON at hand! What is the secret of its success? If you are also curious, come and find out!
1. The first impression is everything
I must admit that I am a very aesthetically conscious person and I really like the whole tone and design of HIGHNOON’s website. It uses a large area of blue color that is consistent with the blue sky as the base, and then some bright and playful colors to connect with the different flavors they offer. The whole website fits well with the name HAPPYNOON and reflects the brand personality very well, immediately bringing you into the “Happy Sun Sips” scene.
2. Simple & Intuitive Content
The website is very simple and intuitive, I can quickly find what I want to know and there are no pop-ups that interfere with my reading. As you can see in the image below, you can quickly learn about the product line and find out how to buy it.
3. Use relevant images/video to reinforce the brand message
The first thing I saw when loading the site was a 15 seconds video content showing several scenes of consumers enjoying HIGHNOON, which took up 2/3 of my desktop and played automatically on a loop. This is a very smart way to use autoplay to let potential consumers quickly understand the product in just a few seconds and create curiosity or desire to buy. Admittedly, most people don’t actively search for this type of video content, so this seemingly “forced” approach is a great way to get potential consumers to watch the video or at least to watch the beginning.
At this time your eyes sweep down a little, at the bottom of the video, you can intuitively see the core selling point of HIGHNOON, “REAL VODKA + REAL JUICE” “100 calories” “NO ADDED SUGAR”, etc., with the most concise graphic video to quickly convey the brand message.
4. Design Innovative — Virtual Happy Hour
“May all your happy hours be in person very soon. In the meantime, here are some virtual backgrounds to refresh your digital space. You know everyone’s tired of seeing your unmade bed!”
The idea of Virtual Happy Hour is a great way to empathize with consumers, especially during the COVID-19 period. Although you can’t go out and enjoy the midday sun as much as before, the Virtual Happy Hour section of the website is designed to give consumers a better visual experience when browsing the website, click on the pool mode or select High Noon Pool to feel like being there and have a better sense of the scene.
Am I convinced？
Obviously, I’ve been convinced, the can of HIGHNOON I have on hand right now is proof of that. But I think they can do better. Like using AI to listen to their customers and enhance the user experience.
On the one hand, AI customer service can be used to answer some common customer questions, or by simply conversation to understand the potential customer preferences to give appropriate product recommendations, which will be much better than a simple list of FAQs.
On the other hand, AI can also help the Virtual Happy Hour part to do better. For example, set up some fun interactive experiences, such as sharing drinks or receiving coupons, etc., like the drinkable poster of Coke Zero. Or using virtual tour technology. Imagine being able to video chat with your friends on the beach with a virtual backdrop. What a cool and exciting thing!!! In this way, the viewer can feel more immersive and enjoy the virtual happy tour indoors.
But overall, HIGHNOON has done a good job of convincing me.
COME ON! GET YOUR HANDS ON HIGHNOON!! :)
