How can spirits brands create customer involvement and loyalty ?

Résumé du document

Ce mémoire s'interroge en profondeur sur le marketing des spiritueux en adressant la question suivante : Comment les marques de spiritueux peuvent-elles créer de l'engagement client et de la loyauté? L'engagement signifie que le client s'identifie à une marque, son histoire, ses communications. La loyauté signifie que le client achète une marque au lieu d'une autre, car il en est très satisfait.

Extraits

[...] Such storytelling can even make customer pay more for the bottle and more loyal to the brand (Norris, C. L., Swayne, L. E., Taylor, S., & Taylor, D. C., 2021). This is why it is so important that spirits brands communicate on this. For example the Scottish whisky brand Glenfiddich communicates a lot (on advertisement, on social media and packaging) about their long-history and the family that created the distillery. This approach has helped Glenfiddich to be the first Scottish whisky brand in the world (Jan Conway, 2021). [...]

[...] In modern times spirits have lost their status of magical and divine beverages, but they still have a sort of aura. Indeed, they are witnesses of the past as their production wouldn't be possible without traditional knowledge acquired through centuries and they are an expression of what nature has to offer. At a time where industrialization has conquered the world and where transportation and telecommunication seem to make time running so fast, spirits bring a certain idea of time going slowly through ages and remind us the richness of nature. [...]

[...] Spirits brands have developed websites whose first objective is to immerse customers in their universe, rather than buying products online. This is important to create a special relationship with the customer (Michel Chevalier, Gérald Mazzalovo, 2021) Packaging distinctiveness As spirits are sold in large part in supermarkets, they face a strong competition on shelves and need to be recognized and appreciated in order to be chosen by consumers (Michel Chevalier, Gérald Mazzalovo, 2021), especially as the look of the bottles is now nearly as important as what is inside (The Brandsmen Design Agency, 2022). [...]

[...] To be called a Gin, regulations declare that the spirit's main flavor must be Juniper. But the possibilities are infinite as any botanical can be used in the process (Anne Anstruther and Graham G. Stewart, 2022). There are many 6 types of Gin with their own distillation process, taste and sometimes Protected Designation of Origi (PDO) : London Dry Gin, Distilled Gin, Dry Gin or Plymouth Gin, to name some of them Tequila Tequila is exclusively produced in Mexico with a Protected Designation of Origin, in the state of Jalisco. [...]

[...] Spirits are special, because they are the results of the encounter of Human, nature and science. We are able to craft these beverages thanks to our knowledge and the ingredients provided by nature, that are transformed to reveal their full potential. They occupy a distinct place in societies, as they tie the past – knowledge and history – and the present, with always newer techniques to elaborate them. Also, they have an epicurean status as they are associated to moment of pleasures (Anne Anstruther and Graham G. [...]