By Jonathan Baker Have you ever stopped to consider the impact of public relations? Image and reputation for a brand, business, or even an individual is dependent on effective PR. The adult beverage sector is particularly delicate and complex where public relations is concerned. So Many Brands, So Many Spirits Every industry has its own special needs, wants, and goals that relay on carefully designed PR strategies. The adult beverage is unique because of the many brand names among just as many types of spirits, such as beer, wine, whisky, gin, rye, cognac, and bourbon, among others. Add the craft beverage craze into the mix, along with the growing popularity of non-alcoholic adult drinks, and the competition escalates. What then, goes into a PR campaign to help one of thousands of adult beverage brands stand out? Maximizing Media Partnering with powerful and reputable media outlets takes the spreading of awareness about a brand, product, or service to new heights. Adult beverage brands that were not well-known last week may become popular to new customer segments next week. Case in point… InvestBev In October 2024, The EGC Group partnered with InvestBev, a leading private equity firm and global expert in the adult beverage industry. EGC’s public relations included arranging interviews among media outlets with founder Brian Rosen. Coverage about InvestBev appeared in a wide cross-section of publications and networks. Forbes, Reuters, CNBC, as well as trade-specific publications like “The Spirits Business,” among other well-regarded names in the media were soon singing the praises of InvestBev. How effective was this PR campaign? Among other impressive statistics, social impressions of InvestBev numbered 1,789,979. Interesting, isn’t it? EGC’s PR efforts champion InvestBev, a company which in turn champions innovators and entrepreneurs in the adult beverage industry. Check out EGC’s case study for InvestBev for more a more detailed look into this PR campaign. And now, a side panel about responsibility in the promotion of adult beverages. Promote Responsibly As noted earlier, the adult beverage industry is delicate and complex, especially where promotion is concerned. The following guidelines, recently published in LetsLaw speak to anyone connected to the adult beverage industry. (This article applies to promoting alcoholic beverages on social media but is relevant to all aspects of advertising this product, including public relations.) Professionals must be mindful of where, when, and how to promote their brands in compliance with established rules set forth by the General Advertising Law. In a balance between creativity and consumer protection, professionals in the adult beverage industry must… Establish and set legal audience segmentation: Any and all adult beverage advertising must be targeted exclusively toward adults. This segmentation may be carried out through specialized tools provided by each social media platform that will define legal age ranges for the presentation of these ads. Provide messaging that is clear and transparent: Every type of alcohol-related advertisement must have the two-word message—“Drink Responsibly”—prominently displayed for easy visibility to the adults who view and engage with this content. (Additionally, inclusion of some of the health risks should be also considered for inclusion.) Never mislead, as this leads to misinterpretation: Tying in with the previous guideline, promoting adult beverages should not be presented as a pathway to happiness or social success. Standards to follow must emphasize moderate, contextualized, respectful, and responsible consumption of alcohol. Are you a professional in the adult beverage industry? Are you either seeking to boost visibility or in need of a brand refresh? Contact EGC. We worked magic with InvestBev, and we can do so for you as well.
