As the back-to-school season kicks into high gear, college and university students are not just stocking up on textbooks and dorm essentials; they’re also driving significant trends in the alcoholic beverage market.
For retailers and brands, understanding and leveraging these trends is key to capturing this valuable demographic. Here’s a look at what’s working well and how to win with this market.
College students today have distinct preferences when it comes to their drink choices. There’s a noticeable shift towards eco-friendly packaging, ready-to-drink options, and beverages that fit their active, social lifestyles. There’s a growing demand for sustainable packaging, with students favoring brands that prioritize environmental responsibility. Additionally, the convenience of pre-mixed cocktails and portable beverage options has seen a surge in popularity, aligning with the on-the-go nature of college life.
To capitalize on these evolving preferences, retailers are innovating with tailored and engaging back-to-school promotions.
Personalized and Themed Promotions
Retailers are getting creative with back-to-school promotions. Supermarkets and liquor stores are curating themed drink bundles, like “Welcome Back” packages that combine popular alcoholic beverages with mixers, perfect for dorm parties or casual get-togethers.
On the brand side, in 2023 Bud Light introduced their “Tailgate Series” promotions, offering themed packaging and merchandise for college students attending sports events.
Bud Light’s college-themed cans campaign was highly effective due to its limited-edition packaging that resonated with college football fans, creating a sense of pride and collectability. The campaign was bolstered by the Bud Light Backyard Tour, which featured live music and festive pre-game events in college towns, enhancing the fan experience. Interactive promotions, such as QR codes on cans leading to sweepstakes for exclusive prizes, further engaged consumers. Additionally, strategic sponsorships of 50 college football teams amplified the brand’s visibility and reinforced its connection to the college football culture (Anheuser-Busch) (MediaPost).
In-Store Displays and Sampling Events
Effective in-store displays, and sampling events are another way retailers are capturing the college market. For instance, setting up a dedicated back-to-school section with prominent displays of trending alcoholic beverages draws attention and encourages purchases. Additionally, hosting tasting events where students can sample new products provides a hands-on experience that can convert curiosity into sales.
Online and Social Media Engagement
Online platforms and social media play a crucial role in engaging with college students. Brands are running social media campaigns featuring giveaways and contests that pair back-to-school essentials with their products. These campaigns not only increase visibility but also foster a sense of community and loyalty among young consumers.
While alcohol brands often tread carefully with back-to-school themes due to age restrictions, some have creatively navigated this space.
In 2023, Captain Morgan partnered with Nick Fraser to promote the launch of their Captain Morgan 0.0. Fraser’s established presence and relatable personality resonated with the college demographic, while the campaign’s focus on non-alcoholic options aligned with the growing trend of mindful drinking among young adults. Engaging social media posts, live streaming sessions, and interactive giveaways created a dynamic and participatory experience, making the product’s launch both exciting and accessible. By emphasizing the versatility of Captain Morgan 0.0 in social settings and offering exclusive promotions, the campaign effectively captured the attention and interest of college students.
While these brands have masterfully executed their back-to-school campaigns, setting a high bar for creativity and engagement, the real question for many is: how can you win in this occasion and truly stand out? The key lies in understanding your audience on a deeper level. By leveraging shopper insights, you can tailor your strategies to resonate more effectively with your target market. So, how can you take these examples and elevate your own approach? Here are some ideas to help you harness shopper insights and drive success in your back-to-school campaigns.
Leverage Data to Tailor Offerings
Understanding what college students prefer is essential. Retailers and brands should use shopper insights to tailor their product offerings, focusing on popular drink types, preferred packaging, and competitive pricing. By aligning products with student preferences, retailers can better meet their needs and boost sales. However, it’s important to remember that not all college students are alike. Strategies that are nuanced to different specializations, schools, interests, and demographics are crucial for connecting with this diverse audience. Tailoring your approach to these varied segments ensures a more personalized and effective engagement, driving greater success in your campaigns.
Enhance Convenience
Convenience is key for college students. Offering ready-to-drink cocktails, portable packaging, and quick delivery services can make it easier for students to enjoy their favorite beverages. Many students living in dorms don’t have access to cars to easily transport heavy cases of beer, for example, and need easy, low-prep, and easy-to-travel offerings. Retailers can also explore partnerships with delivery apps to ensure fast and reliable service, catering to the practical needs of students who may face logistical challenges. By addressing these specific needs, brands can enhance their appeal and ensure a smoother, more enjoyable experience for their college audience.
Build a Community
Creating a sense of community around a brand can significantly enhance loyalty. Brands should consider hosting events, developing loyalty programs, and engaging with students on social media. Partnering with local bars or student organizations for exclusive events or discounts can further strengthen this connection.
As we’ve explored, the key to capturing the college student market during the back-to-school season lies in understanding their unique preferences and logistical needs. By leveraging the insights and strategies discussed, retailers and brands can create tailored, engaging, and convenient offerings that resonate deeply with this demographic. However, to truly excel and refine your approach, it’s crucial to delve further into the specifics of student behaviors and preferences. We invite retailers and manufacturers to reach out and collaborate with us to co-create and validate your back-to-school strategies. Together, we can ensure your offerings not only meet but exceed the expectations of college students, driving both engagement and sales. Let’s discuss how we can tailor our insights to help you succeed in this competitive market.
