Liquor sales went on an upswing in 2020 as consumers stuck at home found new ways to imbibe, including going online to secure their favorite alcoholic beverages. To keep up with the changing tastes and preferences of consumers, and engage with a new cohort of shoppers who started to rely more on online shopping, alcohol manufacturers realized that they had to invest in a healthy digital infrastructure to connect with their customers, existing and new. Otherwise, another brand could – and would - quickly fill that void.
That was the challenge for Sazerac, the parent company of beloved spirits such as Southern Comfort, Fireball Cinnamon Whisky, Buffalo Trace Bourbon, and more. While consumers were familiar with Sazerac’s 400-plus brands, many of the brands had a limited or outdated online presence, and Sazerac as a parent company lacked strong connection with its customers globally. Thus, positioning the overall Sazerac brand by updating its corporate website, and improving the online experience for its owned brands became a key initiative for 2020. Sazerac also wanted to closely tie its online with offline experiences at its Buffalo Trace Distillery in Kentucky and new Sazerac House brand showcase in New Orleans.