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Branża alkoholowa lubi wspierać eventy. Wielu zapewne dziwi się dlaczego firmy tak chętnie pozbywają się swojego produktu za darmo.

Firmy produkujące alkohol mają ograniczone możliwości reklamowe. Dlatego, aby dotrzeć do swoich klientów, często wykorzystują event, taki jak np. pokaz mody. Ponadto często zdarza się, że celebryta obecny na evencie może doskonale reklamować produkt trzymając w ręku np. Grey Goose.

Wódka Grey Goose jest jedną z najbardziej cenionych w swojej klasie i z sukcesem jest degustowana podczas eventów  z najwyższej półki. Właśnie dlatego firma alkoholowa nierzadko zgadza się na łączenie swojej marki z wizerunkiem eventu ze względu na jakość, czy rangę wydarzenia. Wspomniana Grey Goose zawsze wybierana jest na eventy, które swoim prestiżem w żaden sposób nie umniejszają klasy alkoholu. Odwrotnie działa koncern Coca-Cola, którego napój można zobaczyć wszędzie. Ale też i marka jest dla wszystkich.

Bez alkoholu nie ma eventu, w przeciwnym wypadku event okazałby się drogi w produkcji. Dlatego udział firm alkoholowych w eventach jest znaczący. Jak widać – z obopólną korzyścią.

There are not many events that do not have alcohol attached to them. Only children’s events do not have alcohol and as I do not organise kids parties, I have never, ever managed an event that did not have alcohol.

Drinks brands like to support events and they often supply free alcohol. Why should they give away their product, like this?

It is for two reasons. Firstly, alcoholic drink brands are severely restricted by laws as to where they can advertise. So, to reach the public, it is a good idea to have their products at events that are targeted to specific groups, such as conference delegates or celebrities at a fashion show. People drinking a certain product get directly introduced to it at an entertaining occasion. Also, high profile celebrities may be photographed drinking the product and generate valuable branding opportunities. Grey Goose Vodka is one of the upmarket drink brands that has successfully penetrated the high-end events industry and is often photographed in the hand of a celebrity at a quality event.

Secondly, the drinks brand may want to associate itself with a particular event, especially if it is a charity event. The brand manager will want the customers to know that they are supporting the charity. Again, Grey Goose has positioned itself to be associated with only first-class events and high quality charity events, whereas Coca-Cola, for example, sponsors everything from music festivals to football matches and consequently has achieved a downgraded image.

At many events, a drink brand will ‘sample’ their product. This means they give samples to the guests so that they can familiarise themselves with the drink. This is particularly important for new drinks brands on the market.

So, that is why you will often see the logos of drinks brands on event posters, invitations, menus and even the stage. It is not only an advertisement for alcohol, but is also a way of reaching the public. For an event, alcohol brands are an important support. Without them, many events could not happen because alcohol is expensive and people drink a lot of it. I have been able to achieve many successful events purely because of the support of the drinks industry. You can see, then, that it works both ways.

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