October 26, 2021

Oktoberfest Can Be Music to Your Beers – and Wines Too

By Audacy Insights Team

Lagers. Lederhosen. Laughter. Lively polka tunes – and lucrative audio campaigns.

The season of Oktoberfest is here, and for us, those happy images of beer gardens and street dancing are an ideal backdrop for toasting the power of Audio. It turns out beer brands and winning Audio campaigns go together like pretzels and schnitzel.

Indeed, alcohol brands are optimizing Oktoberfest and other key seasonal opportunities by heading to Audio platforms to win over audiences, drive brand awareness, and capitalize on influencers. From over-the-air Radio to podcasts, and everything in between, these brands come for the tremendous audience, and they stay for the tremendous results.

Here’s a flight of alcohol campaign success stories for you to sample:

Podcasts Move the Needle with a 10-Point Lift in Purchase Intent for This Domestic Beer Brand

A category-leading domestic beer brand ran a comprehensive podcast campaign to reach beer-drinking audiences, increase their likelihood to purchase, and elicit a positive reaction to the brand. And it worked. A Kantar control-exposed brand lift study proved the campaign, including host-reads and custom segments, drove impressive growth. Kantar’s norms for beer and alcohol campaigns range between 1.6- and 2.5-point lifts, but this powerful campaign blew those norms away with double-digit jumps in purchase intent and brand affinity:

10.2

Point Lift
in Purchase Intent

11.4

Point Lift
in Brand Favorability

Radio Connects Craft Beer with Its Target Audience

A craft beer brand ran a multi-market Radio ad campaign to win over key beer drinking audiences and improve purchase consideration. Success was on tap – the male target audience perceived the brand as more natural, hip, and great-tasting, and were more likely to add it to their beer rotation.

6.8

Point Lift
in Purchase Intent

5.8

Point Lift
in Brand Favorability

Brand Spotlight: Stella Rosa Wins with Sweepstakes, Exclusive Live Events, and Entitlements

It’s not just beer brands winning this season with Audio. Wine brands like Stella Rosa are partnering with superstar Radio and entertainment personalities to drive purchase intent and broaden their appeal to new audiences.

Objectives: Using customized programs, Stella Rosa sought to drive opt-in registrations among its multi-cultural fanbase, and expand into new Country Music audiences in a fun, creative way.

Campaign Activation: With sweepstakes, exclusive live events, and entitlements, Stella Rosa placed its brand front-and-center among key audiences, driving direct interactions among listeners with memorable experiences.

Exclusive Event with Saweetie

Stella Rosa sponsored an exclusive live event with hip-hop star Saweetie, and hosted by V103’s Big Tigger. This multi-media campaign drove listeners to enter for their chance to win their way into the event and get in the running for a grand prize of $5,000. During the livestream event, Big Tigger and Saweetie shared their love of Stella Rosa wines with 40 lucky fans who won the opportunity to watch the live Saweetie interview and hang out with the superstar during a private meet-and-greet.

Entitlements & Sweepstakes Expand Stella Rosa’s Brand to New Customer Audience

With entitlements, brands can wrap their message around the best on-air content and tap into the trusted star power of the host and famous guests. Stella Rosa sponsored custom features for Country Music fans including Superstar Power Hour, featuring superstars Kenny Chesney, Sam Hunt, Darius Rucker, Luke Bryan, and more. These exclusive entitlement programs gave the brand prime exposure on-air, through social media, and online.