This phrase refers to a selected goal or demographic intensely pursued by alcoholic beverage manufacturers, significantly these advertising and marketing higher-end spirits. It describes shoppers preferring their drinks served “on the rocks,” which means poured over ice. This desire usually signifies a extra discerning palate and a willingness to spend extra on high quality drinks.
Concentrating on this particular shopper group is strategically invaluable for a number of causes. It permits manufacturers to focus advertising and marketing efforts on a section with a demonstrably increased buying energy and model loyalty. Traditionally, this demographic has been receptive to classy advertising and marketing campaigns emphasizing heritage, craftsmanship, and premium substances. Efficiently reaching this market section can considerably affect model notion and drive total gross sales progress. Moreover, understanding their consumption habits can inform product growth, pricing methods, and distribution channels.
