"It's not news that many of the alcohol industry's brand managers seek to bring their products to cities where they themselves don't actually live. These people often live in cities like New York and Los Angeles and commute to smaller cities across the country in an attempt to integrate their brands. But while doing so, they often market through the lens of what's working in their home cities, not necessarily through the lens of what people in their target markets are actually doing."
"Today on the "VinePair Podcast," Adam, Joanna, and Zach convene to discuss a recent gripe from within the drinks industry that they heard from a highly placed executive: that brand managers tend to design marketing campaigns around what they themselves want to do or what they think is cool, not necessarily in the locations and moments where their products' consumers tend to be."
Many alcohol brand managers live in major cities like New York and Los Angeles and travel to smaller cities to promote products. These managers frequently design marketing strategies using the cultural cues and trends prevalent in their home cities. Marketing often emphasizes what the managers find appealing or "cool" rather than the behaviors and moments of consumers in target markets. A high-level industry complaint notes that campaigns are misaligned with local consumption contexts. This misalignment can reduce campaign effectiveness and alienate local consumers who do not share the same urban preferences.
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