COVID-19 has fostered an environment that has not only raised the desire to drink, but the desire to do so creatively. As lockdown measures cause Britons’ booze behaviours to shift, how can spirits brands reach them at home? And how can bars adapt to changed expectations in the ‘new normal’?

Australian wine brand Zonte has brought its mascot to life using AR on bottle labels. To differentiate themselves and create a novel touchpoint for consumers, alcohol brands can explore digital solutions that inspire and educate while also bringing personality to every aspect of the customer journey.

Online wine boutique Astro Vino is personalising wine-gifting by matching each bottle with the giftee’s astrological chart. Amid declining trust in institutions and a rising interest in astrology, the tailor-made offering will likely appeal to Gen Yers as they increasingly put their faith in the stars.

COVID-19 has accelerated a shift in boozing habits, with the closure of restaurants and pubs making at-home alcohol consumption the norm. But how are people replicating social drinking moments online, and how can alcohol brands participate in these occasions to earn long-term loyalty?