Brands are joining the fight for equal pay for female athletes, nomadic winemaking is now a thing, the alcohol-free trend continues to grow, strategies on how to sell sustainability, and how festivals are creating unique brand experiences.
How Brands are Partnering with the US Women’s Soccer Team to Fight for Equal Pay
Photo Credit New York Times/ Denis Balibouse/Reuters
Despite winning the FIFA Women’s World Cup two years in a row, the U.S. Women’s Soccer team is still being paid $0.79 to every dollar the U.S. Men’s soccer players earn. Huge brands like Nike, Proctor and Gamble, and Barclay’s have released marketing campaigns in support of the champions, however, not all brands have been comfortable getting specific about the steps needed to achieve equal pay. Megan Rapinoe, one of the team’s co-captains, said, “These are some of the most powerful corporations, not just in sports but in the world, and have so much weight that they can throw around,” she said. “And I think that they just need to get comfortable with throwing it around.”
How can your brand go the distance to make a difference for the issues that matter to you?
Nomadic Winemakers Pool Resources to Promote Creativity
Photo Credit Imbibe Magazine/ Aubrie Legault
The term “digital nomad” is growing as the trend of working remotely or from a coworking space has exploded. This concept is making its way into industries across the board, even in winemaking. It is no surprise that starting a traditional winery is pricey, and so begins the idea of nomadic winemakers. They rent out spaces in other people’s facilities, keeping their overhead low. This invites them to be creative and prioritize the quality of their materials. It also allows winemakers to experiment without the pressure of supporting a large production.
How does your business take liberties to stay innovative and creative?
Inclusivity in the Alcohol Industry
Photo Credit Market Watch Magazine
Craft cocktails, which in the past have been accused of pushing beer and wine out of the spotlight, appear to have some competition: alcohol-free beverages. Bars and restaurants are beginning to highlight mocktails on their menus to promote inclusivity for those who do not choose to consume alcohol by eliminating the pressure that guests tend to feel when out with friends who are drinking. The bartenders at the popular bars and restaurants mentioned in the article claim that the alcohol-free drinks are just as complex and creative as traditional cocktails–and that they usually cost less!
What steps is your brand taking towards creating an all-embracing space for consumers?
Photo Credit Sonoma County Winegrowers Association
Sustainability is something many industries are working to improve. For example, Sonoma County is on track to be the first 100% sustainable wine growing region in the world by 2020. Wine Intelligence recently created a list of ways to market your brand as sustainable to encourage commitment to the environment. A few of their suggestions include:implement eco-friendly products in your business to change attitudes of consumers, emphasize the positive gain that comes from sustainable habits rather than the negative things that will happen without them, make people feel like they are part of something bigger, and that what they are doing is important, and use quick, streamlined messaging to communicate your efforts.
What are the opportunities for your brand to implement these strategies to help achieve sustainability?
How Clusterfest Redefined the Brand Experience
Photo Credit Ear Milk
The most recent comedy-focused festival to hit San Francisco, Clusterfest, has taken advantage of brand partnerships to create unforgettable experiences for attendees. The team at Clusterfest wanted to create a festival that properly represented today’s consumer culture. Rather than just planning stand up shows, they wanted to include the “fandoms” behind all facets of comedy. Brands were able to sponsor these unique experiences that visitors could resonate with, for example, Warner Brothers recreated the Seinfeld set and had people waiting in line for hours just to take a photo in Jerry’s apartment.
What experiences are your brand providing consumers with that they can’t get anywhere else?
About the Author, Olivia Schaefers
Olivia joined team McCue in June 2018 as an intern supporting the wine division with a focus on media visits and social media content. Her favorite aspect of public relations is cultivating meaningful brand messages to share with the public. Her love for food, wine, travel and people are reflected in her personal and professional experiences. As a Sonoma County native, she has grown up surrounded by vineyards and farm fresh meals. Olivia is a strong believer that food and wine are building blocks to the authentic culture of Sonoma County and the welcoming nature of the area is something that should be appreciated by all. Olivia will graduate from Chapman University in Spring 2019 with a degree in Strategic and Corporate Communication and minor in Public Relations.
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