As alternative alcohols like hard seltzers, canned wine, premium spirits, and bottled cocktails increasingly crowd the marketplace, consumers have developed a taste for novelty libations. With so many options, they are less likely than ever to remain loyal to any single brand or type of alcohol.
Like every company in the premium beer category, Labatt USA—importer of the popular Canadian beers Labatt Blue and Labatt Blue Light and producer of Labatt Blue Citra and Labatt Blue Light Seltzers—was feeling the effects of this increased competition. Labatt was also seeing its core consumer base (men in their 40s and 50s) drink less beer overall as they aged.
To stay competitive, Labatt had to adjust their audience strategy. That meant appealing to brand-promiscuous 21-to-30-year-olds without losing sight of their longtime fans. The goal: to drive new perceptions around Labatt and keep Labatt top of mind, so that when consumers go to make an alcohol purchase, they reach for Labatt time and time again.
Knowing this younger demographic is active across social media, Labatt hired Block Club to revive Labatt’s presence on Instagram, Facebook, and Twitter and make real connection with a new generation of Labatt drinkers.