The "Breakthrough Moments", campaigns with high click-through rates (CTR), of alcohol brands increased in the second half of 2021.
During the second half of 2021, alcohol brands accounted for five of the seven Breakthrough Moments, as they enhanced customer engagement with CTRs via ad spots/campaigns. Three of those campaigns were about savings or rebate.
With a CTR of 17.85% or 29.8 times more than the industry average, Bread & Butter Wines offered $15 off next purchases. Anheuser-Busch increased its CTR by 11.85% with a $5 rebate on its three seltzer brands. Anheuser-Stella Busch's Artois beer’s CTR increased 9.45% as it offered a $10 rebate to consumers.
Alcohol brands are engaging with consumers with "personalised creative that offers discounts, contests, cocktail recipes, and exact in-store locations", notes Michael Della Penna, InMarket. The average customer spending for 40 beer brands grew $22.17 in January/February 2021, up from $13.11 for the same period in 2020. In 2022, the average customer spend is $18.23 on beer. The Florida Lottery and Barilla pasta were also on the Breakthrough Moments list.
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