Final answer:
Desirable alcoholic beverage sales promotions often involve marketing campaigns that create a lifestyle or aspirational image, appeal to snobbery or exclusivity, reference cultural values, or use large advertising budgets to deter competition. Authentic appeal through traditional production methods can also be effective.
Step-by-step explanation:
Alcoholic beverage sales promotions that are desirable often utilize strategic marketing campaigns to create a desirable image or lifestyle association with their brand. A classic example is Corona Beer's campaign, which doesn't focus on the beer's taste but rather on associating the beverage with a luxurious, tropical beach experience, suggesting that drinking Corona is synonymous with wealth and leisure. This marketing approach aims to influence consumers to project an aspirational identity when they choose Corona.
Another example of an effective marketing strategy is the use of brand names to convey a certain status or quality. As depicted in Figure 5-15, naming a liquor store "Country Club" liquor, even when it's not located near a country club, is an explicit appeal to snobbery, suggesting that the products sold are upscale or exclusive. Consumers are often drawn to products that offer a sense of sophistication or class, even if it's just an implied association.
Promotional strategies can also involve references to cultural values and societal ideals, as evidenced by the 1873 promotional poster, which highlighted wine as a component of a happy married life, aligning the product with German-American moral legitimacy. This approach taps into the consumer's cultural identity and traditional values to promote product sales.
Larger advertising budgets can sometimes act as a deterrent to competition, as the high cost of launching and marketing a new product can discourage new companies from entering the market. This tactic is effectively used by established brands like Coca-Cola and Pepsi, which can spend vast amounts on promotions, making it difficult for new entrants to compete.
Lastly, sales promotions may focus on the traditional or local production methods, as in the Central African Republic, where beverages made from local crops carry an authentic appeal. This can resonate with consumers looking for traditional or artisanal products.