The Future of Off Premise Activations: Trends & Strategies for Success

Hand passing mini paper sample cup, surrounded by various Two Drifters bottles on a table. Photo by Amy Vann.

Remember the days when off-premise activations meant bent cocktail cards, mismatched tablecloths, and a handful of static pamphlets? The liquor industry’s approach to tastings has come a long way. Today, technology has revolutionized the way brands engage with consumers in off-premise accounts.

In this article, we delve into the innovative world of off-premise activations in the near future. Discover how brands can leverage technology to not only enhance the tasting experience but also gather valuable consumer data that fuels their future strategies.

Augmented Reality

Incorporating augmented reality (AR) technology into the off-premise tasting experience, customers can scan bottle labels using the brand’s AR app. This instant interaction, guided by the knowledge brand ambassador, immerses customers in brand stories, cocktail recipes, and virtual distillery tours. This blending of technology with tradition elevates the tasting experience, leaving a lasting impression on patrons.

Incorporating AR technology into the tasting process not only enhances customer engagement but also provides your brand with valuable insights into consumer behaviors and preferences.

Off Premise Data Touchpoints:

  • Bottle Interaction: The app records which bottles customers interact with the most, indicating their interests and potential purchase choices.
  • Engagement Duration: Track how long customers engage with the AR app, offering insights into the depth of their interest and brand engagement.
  • Preferred Content: By analyzing which aspects of the AR experience are most popular, the brand can tailor content to cater to customer preferences.
  • Geographical Engagement: Data can be segmented by location, revealing regional variations in customer engagement and product preferences at a given off premise location.

Smart Bottles

A liquor brand has taken a futuristic approach with “Smart Bottles.” Equipped with NFC technology, these bottles allow customers to tap their smartphones on the bottle and unlock a world of information, from product details to cocktail suggestions and promotions. Beyond enhancing the tasting experience, these smart bottles provide valuable insights into consumer engagement and behavior.

Incorporating NFC technology into the tasting process not only enhances customer engagement but also provides brands with valuable insights into consumer behaviors and preferences.

Off Premise Data Touchpoints:

  • NFC Interactions: The brand can track how often customers interact with the smart bottles through NFC technology, revealing which products generate the most interest.
  • Content Interaction: Data on which content (e.g., cocktail recipes, promotions) customers access can help refine marketing strategies.
  • Location-Based Engagement: By capturing the location of NFC interactions, brands can identify hotspots of consumer engagement and target promotions accordingly at specific off premise locations.
  • User Preferences: Over time, data can indicate individual customer preferences based on their smart bottle interactions, enabling personalized marketing efforts.

Technology Empowering Brand Ambassadors

As we’ve explored the ever-changing landscape of off-premise activations, we’ve seen technology enhancing the tasting experience itself. From augmented reality (AR) apps offering guided brand journeys to digital tasting tables providing interactive insights, tech has enriched consumer interactions with spirits. But this transformation extends further, and brand ambassadors can also use technology to gather data better. Check out Overproof’s Tastings app to help streamline off-premise activations and data collection.

  • Measurable Results: Capture precise insights and track activations for actionable data.
  • Customizable Activation Tasks: Each activation is different, and certain data is more prominent to capture. Admins can set exactly what the brand ambassadors need to log to the app, so there is no confusion or loss of data.
  • Real-time Event Tracking: Monitor activations as they happen, giving you visibility into event progress, talent activity, and key milestones. With up-to-date information at your fingertips, you can proactively address any issues and ensure smooth execution.

Future of Off Premise Activations Wrapped Up

Technology has significantly upgraded off-premise activations in the liquor industry. Augmented Reality and NFC-enabled “Smart Bottles” serve dual roles in enhancing customer experience and collecting valuable data. Overproof’s Tastings app further streamlines this data-driven approach, providing brand managers and ambassadors with real-time event tracking and reporting. Together, these technologies are reshaping how brands understand and connect with their audiences.

Download our free guide for step-by-step instructions on setting up a successful off-premise sampling program for your brand.

Featured Resource: The Ultimate Store Sampling Guide For Alcohol Brands

Download Free Guide Now

Frequently Asked Questions:

What is off-premise tasting technology?

Off-premise tasting technology is any technology that can be used to enhance the tasting experience outside of a traditional restaurant or bar setting. This includes technologies such as augmented reality (AR), virtual reality (VR), and apps for tracking off-premise consumer sampling activations like Tastings.

What are the benefits of using off-premise tasting technology?

There are many benefits to using off-premise tasting technology, including:

  • Increased engagement: Off-premise tasting technology can help to create a more immersive and interactive tasting experience for consumers. This can lead to increased engagement and brand loyalty.
  • Valuable data collection: Off-premise tasting technology can be used to collect valuable data about consumer preferences and behaviors. This data can be used to inform future marketing and product development efforts.
  • Trackable results: Off-premise tasting technology can be used to track the results of marketing campaigns and make necessary adjustments. This helps to ensure that campaigns are effective and efficient.

How can I choose the right off-premise tasting technology for my brand?

When choosing off-premise tasting technology, it is important to consider the following factors:

  • Your target audience: What kind of tasting experience would your target audience appreciate?
  • Your budget: How much money are you willing to spend on off-premise tasting technology?
  • Your goals: What do you hope to achieve by using off-premise tasting technology?

Once you have considered these factors, you can start to narrow down your choices and choose the technology that is right for your brand.



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