Beverage alcohol e-commerce pioneer enlists
actor/comedian/host Joel McHale to introduce a new Gift
Registry experience as part of its "What's It Gonna Be?"
campaign
BOSTON, Nov. 13,
2023 /PRNewswire/ -- Drizly, an Uber Company
(NYSE:UBER), today announced the launch of its new "What's It Gonna
Be?" marketing campaign. As the go-to online beer, wine and spirits
marketplace, the campaign showcases how the beverage alcohol
e-commerce pioneer helps people find the right drink for the moment
- from the everyday, to holidays and special occasions.
"What's It Gonna Be?" nods to Drizly's growing emphasis on
helping consumers find and buy the right drinks for any
moment, whether it's selecting a gift for that someone special,
discovering new drinks for an upcoming soiree, or shopping everyday
favorites for a casual night at home.
This new marketing vision kicks off with a multi-channel
advertising campaign and the introduction of the "Drizly Drink
Experts", the company's first expert ambassador program. And just
in time for the holiday season Drizly is teaming up with
award-winning actor, comedian, and television host, Joel McHale, to launch the company's first-ever
Gift Registry. As a self-professed great gift-giver and lover of a
good drink, McHale is partnering with Drizly to help consumers give
- and get - the perfect gift with the new registry.
Introducing Drizly's first-ever Gift Registry for
drinks
As part of the "What's It Gonna Be?" campaign, Drizly is upping
the gifting game with a new Gift Registry experience. For the first
time, Drizly shoppers can handpick and share a personalized
registry of their most sought-after beer, wine, and spirits. With
just a click of a button, consumers can send their curated Drizly
Gift Registry to friends and family, ensuring they'll get exactly
the gifts they want.
And with the "What's It Gonna Be?" Gift Registry, Drizly
shoppers can also take the guesswork out of gifting to make
sure they find the best gift for any recipient. Through a guided
experience, gifters can answer a short series of questions to
narrow down thoughtful gift recommendations from brands like
Don Julio, Johnnie Walker and Bulleit, tailored to the
recipients interests and tastes. Gifters can share this customized
collection with their giftee via a unique link, prompting them to
select their favorite drink from the Gift Registry. Best of all,
gift givers can then order the selected bottle right on Drizly for
delivery to their recipient's doorstep, complete with a
personalized e-card for an extra special gifting experience.
What's more, Drizly is joining forces with Joel McHale to celebrate the debut of its new
Gift Registry and show shoppers how to give the perfect gift this
holiday season. Fans will now have the opportunity to shop McHale's
exclusive Gift Registry on Drizly as part of this collaboration,
featuring his most desired drink picks for the ultimate gifting
inspiration.
"There's nothing worse than giving, or getting, a crappy
gift. So when Drizly launched its new Gift Registry, I couldn't
wait to create my own registry of my favorite booze so I never have
to pretend to like a terrible gift again," said Joel McHale. "And like Drizly, I love giving
the perfect gift. But you know what's the worst? Sending an awkward
text asking what someone wants. Drizly's Gift Registry is the
perfect solution for that too, I just answer a few questions about
that hard-to-shop-for person on my gift list, and voila, Drizly
gives me some great drink options for them to choose from. With
Drizly's incredible selection of drinks, my gift-giving skills just
reached a new level of perfection."
Drizly's registry innovation comes after the company's 2023
Consumer Trend Report uncovered that gifting beer, wine and spirits
is a growing trend with no signs of slowing down. In fact, 78% of
respondents in Drizly's nationwide survey reported having given
alcohol as a gift and nearly three-quarters (72%) said their
gifting of alcohol will stay the same or increase in 2023. Notably,
68% of survey takers said that holidays are the top occasion for
gifting drinks.*
New multi-channel brand campaign spotlights the right drinks
for the moment
Focusing on empowering consumers to find the right drinks for
the moment, Drizly's new integrated ad campaign is rolling out
across TV, audio, display and social media.
Putting a clever twist on a Drizly-themed, 70's style game show
called "What's It Gonna Be?," the campaign includes 3x 15-second TV
spots (Name That Gift, Smash, and Party Picker) made in
collaboration with VMLY&R that highlight the endless drink
possibilities for every moment with Drizly. Each spot features a
different game that underscores the wide selection of drinks on
Drizly for gifting, hosting and everyday needs, with Drizly's
magnetic game show host consistent throughout the spots.
"Today we see consumers turning to the Drizly marketplace for
broadening types of occasions, with gifting being a frequent use
case," said Gina Hardy, Drizly's
Chief Customer Officer. "Our new Gift Registry allows Drizly to
be the top destination for gifting by providing a sure fire way to
ensure the giftee receives something they truly want. This new
feature, along with our 'What's It Gonna Be?' campaign reflects
Drizly's evolution to be the go-to shopping destination for all
beverage alcohol occasions and to allow our consumers to better
savor life's moments."
Launch of the "Drizly Drink Experts" and inspirational
shopping experience
Further bringing to life the campaign ethos, the drinks
marketplace has also launched "Drizly Drink Experts," a collective
of drink experts across beer, wine and spirits. These industry
mavens, currently including an advanced cicerone and a professional
bartender, with more to be added in the future, will provide Drizly
shoppers with curated recommendations across drink
categories.
With more to come in 2024, the "Drink Experts" content will span
curated product recommendations, tips, and drink guides based on
their areas of expertise. And to mark the new program in tandem
with the Gift Registry launch, consumers can now shop the "Drizly
Drink Experts'" registries featuring each expert's most desired
beer and spirits gifts for inspiration.
Drizly's Gift Registry is now available for consumers to easily
create, manage, and share. Adults of legal drinking age in areas
serviced by Drizly can visit Drizly.com or download the Drizly
app (App Store and Google
Play) to shop convenient delivery options for drinks. Uber One
members can link to their Drizly account to get $0 Delivery Fee on eligible orders.**
*Source: Drizly's Consumer Trend Report was derived from a
Prodege Decipher® survey conducted among a sample of 1,001 U.S.
adults during April 2023.
** Benefits available only for eligible stores marked with
the Uber One icon. Other fees & taxes apply, but do not count
towards order minimums. Participating stores: minimum order
required to receive $0 Delivery Fee.
See app for details. Membership savings applied as a reduction to
service fees. Subject to change. View Renewable Membership T&Cs
here.
About Drizly
Drizly, an Uber company, is a leading online beverage alcohol
marketplace designed to help people savor life's moments. Millions
of consumers of legal drinking age turn to Drizly to get the best
drinks for the moment, at the right price, delivered. On Drizly,
consumers can compare prices across retailers to find the best
deals, choose from convenient delivery options, including on-demand
and scheduled deliveries, and send gifts or place large orders for
events. With one of the widest selections of beer, wine, and
spirits, shoppers can easily order their favorites or discover new
drinks all in one place. Today, Drizly partners with thousands of
retailers and suppliers to help them to reach new customers, tap
into key market and customer insights, and diversify their business
to grow sales. Learn more at Drizly.com, download the Drizly app
(App Store and Google Play) and
follow Drizly on Instagram, Facebook, and Twitter.
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SOURCE Drizly