Online sales represent less than 1% of alcohol’s total US sales, but it’s a fast-growing category that retailers are still trying to crack. A clean digital presence with simple navigation is key, experts say.
Coca-Cola China is banking on the popularity of digital e-commerce in the country to introduce its second local sports drink BodyArmor to consumers via its Tmall store, along with other products only found in other global markets thus far.
AB InBev is launching Mike’s Hard Sparkling Water in the UK. “We’ve seen how quickly the alcoholic sparkling water market has grown in the US, and we believe now is the time to bring the trend to the UK,” says the brand.
The low and no alcohol category is still very young: and as a result brand loyalty is weak. The challenge for brands is to attract and maintain consumers: but there's also an opportunity to build brand loyalty and become a defining brand in the category....
Consumer interest in the low and no alcohol category is growing: and this is illustrated by a rise in social media conversations which have risen by more than 80%, according to US consumer analytics company Social Standards.