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October 11, 2023

Loyalty On Tap: Leveraging CRM In Alcohol Brand Management

Learn how a CRM for the alcohol industry can transform brand management, enhancing customer engagement and loyalty with Accelpay's strategic insights.

Loyalty On Tap: Leveraging CRM In Alcohol Brand Management
Loyalty On Tap: Leveraging CRM In Alcohol Brand Management

As the holidays approach, expect an influx of gift purchases across the next few months — an annual event that’ll only be heightened by the post-COVID e-commerce shopping boom.

Even more so, broader delays in global supply chains are trickling down to affect availability and shipping for e-commerce brands across all segments. Our recommendation? Beat this year’s slowdown by getting a head start on your seasonal campaigns, promotions, and more. 

We’ve laid out four steps below that every alcohol brand should take to beat the annual gift rush, while also maximizing the profitability and potential of this concentrated shopping period. 

Step One: Time Blocking

First, you can start building out a major messaging campaign by looking ahead on your calendar and selecting key dates to lay out a time frame from early November up until Christmas.

Specifically, we recommend blocking out three primary phases for your campaign delivery.

Pre-Black Friday

By pushing messaging campaigns out as early as mid-November, you’re gearing folks up for the holiday season around the corner, as well as letting potential buyers know to keep an eye out for a promotion in the works. 

More importantly, you’re setting your brand up to start the season on a strong note — and to not get caught unprepared by the sudden arrival of Thanksgiving crunchtime. 

Thanksgiving & Late November

From Thanksgiving onward, particularly that first weekend including Black Friday, you’ll want to host and advertise some kind of actionable event, i.e. a special release or promotional discount, to jumpstart customers into their seasonal shopping cycles. 

Cutoffs for Christmas

Finally, you’ll want to round out the season by selecting a cutoff date for placing new orders. 

Seven to 10 days before December 25th is a safe bet for buyers to receive a bottle at their door by Christmas Day, and reminders should be sent out in the days leading up to this cutoff. 

In terms of the broader time crunch that’s anticipated due to global supply chain slowdowns, you should emphasize the convenience of purchasing from a domestic brand paired with the reliability that you offer for a timely, safe delivery of your product.

Step Two: Spice Up Your Specials

Once you’ve laid the initial groundwork, it’s time to elevate your campaign by crafting it into something creative and exciting for the spirit of the season. 

In other words, your buyer’s inbox may be flooded by holiday deals, but you can capture their attention and help them recognize the thoughtfulness through your core brand messaging.

For instance, Far North Spirits is offering a holiday two-pack for drinks that’ll warm you up in the colder months. Imagine a whiskey, rye, or bourbon for your spicy cocktail or mulled wine. 

Ultimately, you’re working with the inventory you have and considering which themed products can play into people’s holiday spirit — even better if it’s in a bundle to boost your AOV. 

On the other hand, this period offers a practical opportunity to look back at the year’s releases and offload any remaining inventory through a unique discount or exclusive holiday promo. 

Step Three: Ramp Up Your Promotion Game

Next, consider the tactical logistics of your promotions. After all, it can be tricky to time promo launches, depending on whether your customer pool skews toward early or late gift grabbers. 

There are two general approaches you can take: 1) offering enticing deals early on to preempt other sales or 2) holding off until late in the buyer’s window to pull the trigger on your promo. 

The former can snag early shoppers, or at least convince late shoppers to try an early purchase, but could also lose its appeal by mid-December when fresher deals are dropping every day. 

The latter can appeal to buyers who play the long game and wait it out for the most optimal deal, but can still ultimately result in you losing out on early or average shoppers. 

Ultimately, there’s no gold-standard method and you’ll need to use your judgement depending on what aligns with your brand’s target demographic, metric goalposts, and even inventory

For instance, returning to your campaign calendar, you can skew discounts away from marking down products and toward offering cheaper, faster shipping as Christmas creeps closer. 

Step Four: Email Marketing On Deck

As we pointed out in our advice for email marketing, setting up your email flow so your comms can run seamlessly is a simple yet essential step of the process that’s easily overlooked. 

We recommend starting with a quick info sweep: pull last year’s seasonal purchase data and make sure that customer cohort is consistently re-engaged early on. 

In turn, your team won’t be stressed out and frantically attempt to piece together the perfect layout in MailChimp just a few days before Thanksgiving — which circles back to our larger point: the holidays are a time of year with promise of high ROI for your alcohol brand. 

You can utilize this opportunity to the max by planning thoroughly and creatively, not stressfully executing a last minute, makeshift campaign. 

If your brand has these moving parts staged within the first weeks of November, you should be ready to hook the earliest seasonal shoppers and take full advantage of the holiday rush.

Sit Back and Enjoy the Holidays! 

Once you’ve got these steps locked in — a killer campaign calendar, creative promos, and ready-to-launch email marketing — you’ll be the one leading the holiday rush, not falling behind. 

Whether your user base is composed of individuals shopping for friends and family or corporate customers with high-volume needs, Accelpay is the platform of choice for your alcohol brand. 

To get access to our instant storefront setup and stress-free bulk ordering, get started here.

In the competitive arena of the alcohol industry, establishing a loyal customer base is fundamental for sustained growth and brand success. Customer Relationship Management (CRM) plays a pivotal role in understanding and engaging customers, thus forming the bedrock of effective alcohol brand management. The use of tailored Alcohol brand CRM software can significantly enhance the rapport between the brand and its clientele, fostering loyalty and repeat business.

The Value of CRM

Understanding Customer Behavior

A deeper understanding of customer behavior is achievable through meticulous tracking of purchasing patterns and analysis of customer feedback. CRM for beverage companies provides a structured platform to gather and analyze this data, unveiling insights into customer preferences and buying behavior. Through this, alcohol brands can tailor their offerings to better meet the needs and expectations of their customers.

Enhancing Customer Engagement

Creating a meaningful connection with customers is at the heart of building loyalty. Personalized communication, orchestrated through Liquor brand relationship management systems, resonates with customers, making them feel valued. Furthermore, implementing reward programs and incentives encourages repeat purchases and enhances the overall customer experience, which in turn, fosters a loyal customer base.

Implementing CRM Software

Selecting a CRM System

The selection of a beverage industry CRM system should be aligned with the specific needs of alcohol brands. Evaluating features relevant to the beverage industry such as age verification, sales tracking, and customer engagement tools is crucial. Additionally, considering the scalability and integration capabilities of the CRM system ensures it will continue to serve the brand as it grows and evolves.

Data Migration and Setup

Transitioning to a new CRM system entails careful preparation of data for migration and a thorough setup to meet brand objectives. The integrity and accuracy of the data migrated are crucial for the effective functioning of the CRM. Configuring the CRM to align with brand objectives ensures that the system supports, rather than hinders, the brand’s customer engagement and management strategies.

Utilizing CRM for Marketing Strategies

Segmentation and Targeting

The power of segmentation and targeting in marketing campaigns is unleashed through effective use of CRM software. By creating segmented marketing campaigns, brands can deliver tailored messages to different customer groups. Targeting based on customer preferences and purchasing behavior, facilitated by Alcohol customer management software, enhances the relevance and effectiveness of marketing efforts, thus driving better engagement and higher ROI.

Email Marketing and Promotions

Crafting engaging email campaigns is an art refined by insights gleaned from CRM data. Promoting special offers and discounts through personalized emails enhances the likelihood of conversion. An effective email marketing strategy, powered by robust Brewery CRM software, not only drives sales but also strengthens the relationship between the brand and its customers.

CRM in Customer Service

Managing Customer Inquiries

Efficiently handling customer inquiries is paramount in building trust and satisfaction. Utilizing alcohol customer engagement software facilitates a structured approach to managing inquiries, ensuring that customer concerns are addressed promptly. Tracking customer interactions within the CRM system also provides a historical context that can be invaluable in resolving issues and building a positive customer relationship.

Feedback and Resolution

Collecting and analyzing customer feedback is a gateway to continuous improvement. It's through feedback that brands can identify areas of concern and work towards resolving them promptly. A structured approach to feedback collection and resolution, facilitated by liquor client relationship software, is essential in maintaining a positive brand image and ensuring customer satisfaction.

Measuring CRM Success

Analyzing CRM Metrics

Monitoring customer retention rates and evaluating the effectiveness of marketing campaigns are critical aspects of measuring CRM success. Wine brand CRM systems provide the tools necessary for analyzing these and other important metrics, offering a clear picture of the CRM system’s impact on customer engagement and brand performance.

ROI of CRM Adoption

The return on investment (ROI) of CRM adoption extends beyond mere financial metrics to encompass improved customer satisfaction and enhanced brand loyalty. Assessing cost savings, revenue growth, and customer satisfaction levels provides a holistic view of the ROI, showcasing the tangible and intangible benefits of leveraging CRM for alcohol brand management.

Future Trends in CRM for Alcohol Brands

Discussing Upcoming CRM Technologies and Trends

The landscape of CRM is ever-evolving with new technologies and trends continually emerging. Discussing these upcoming trends and their potential impact on alcohol brand management provides a forward-looking perspective that can be invaluable for brands seeking to stay ahead in the game.

The Potential Impact on Alcohol Brand Management

Embracing evolving CRM technologies can significantly impact how alcohol brands manage customer relationships and engage with their audience. The infusion of new features and capabilities within spirits industry CRM solutions holds the promise of enhanced customer insights, more personalized engagement, and ultimately, stronger brand loyalty.

Adopting a robust CRM system is a pivotal step towards fostering enduring relationships with customers in the alcohol industry. By leveraging the insights and engagement tools offered by alcohol brand CRM software, brands can significantly enhance customer loyalty and brand affinity. This investment not only drives sales but builds a solid foundation for long-term success in the competitive digital marketplace.

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Braxton Freeman




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