What are effective strategies for marketing an alcohol brand in Russia?
Alcohol advertising in Russia is subject to numerous regulations and restrictions. Previously, we discussed beer advertising in the Russian market, and now we turn our attention to the promotion of strong alcohol. Despite stricter prohibitions, there are still viable methods of promoting alcohol production. For detailed insights on effectively advertising alcohol in the Russian market, we invite you to read Quarter Billion Agency Group’s blog.
It’s important to note that all media advertising for alcohol with an alcohol content higher than 5% is prohibited in Russia. This includes television, radio, newspapers, magazines, and internet advertising. Additionally, outdoor advertising such as banners, structures, and transit advertising is also prohibited. The Federal Antimonopoly Service (FAS) consistently opposes any form of media advertisements. In recent years, the FAS has tightened control over “umbrella branding,” making it challenging to promote an alcohol brand disguised as another product without facing resistance from the FAS.
Despite the stringent regulations, there are still opportunities for promoting alcohol production in the Russian market. These include advertising during football streams abroad, targeting sales points such as the HoReCa segment (hotels, restaurants, and cafes) and shops, utilizing online promotion channels, and employing strategies that integrate both online and offline marketing techniques.
Utilizing advertising opportunities during football broadcasts
While alcohol advertising on TV is strictly prohibited, there are still some possibilities for promotional activities, such as placing advertisement banners in stadiums during games. However, it’s crucial to note that these games must be hosted outside of Russia. In such cases, it is essential to comply with the laws of the hosting country rather than Russian regulations.
It’s important to clarify that we are specifically referring to in-stadium advertising. Advanced technologies enable the overlay of computer-generated graphics onto banners, but such practices are prohibited in Russia. In fact, back in 2013, a company organizing a stream was fined by the FAS for engaging in such activities. It’s noteworthy that certain companies allocate budgetary funds to account for potential fines incurred.
Boosting Presence in the HoReCa Industry and Sales Outlets
Today, promoting alcohol production through targeted strategies in the HoReCa industry has proven to be highly advantageous. By implementing age filters and focusing on profitability and consumer habits, companies can create ideal conditions for direct audience engagement. Additionally, the HoReCa sphere offers relatively fewer legislative restrictions compared to other sectors.
One effective approach is event marketing, where alcohol companies organize parties in clubs or restaurants and conduct tastings at sales outlets. These events provide a valuable opportunity for direct interaction with customers, enabling feedback and facilitating the collection of contacts for future newsletters.
Another effective promotion method is branding, which can be implemented in various ways, such as establishing designated zones in cafes or providing Wi-Fi access with customized branding. Companies can also create special branding menus, exclusive promotions, exhibitions, events, and video commercials.
For targeting a modern, young audience, integrated companies that leverage social media marketing (SMM) tools can yield positive results. For instance, clients could be incentivized to take photos of themselves with a specific drink and share them on social networks, receiving rewards in return.
When collaborating with bars, restaurants, hotels, and sales outlets, it is important to keep the following points in mind:
- Consider the unique characteristics of each establishment: Ensure that your brand aligns seamlessly with the facility’s concept and format.
- Foster a strong partnership with the staff: If the facility’s own team is responsible for promoting your product, it is crucial to provide them with proper motivation through financial incentives or corporate training programs.
Online Promotion
Although direct alcohol marketing on the internet is prohibited, there are still some available tools and strategies to utilize. One such tool is the brand’s website. According to the regulations set by the FAS (Federal Antimonopoly Service), a brand’s website and social media pages are not considered advertisements. Therefore, on these platforms, you can share information about the company, its products, upcoming events, and ongoing competitions. However, access to the website should be limited to adult users to comply with age restrictions.
Promoting your brand on social networks is also possible but with certain limitations. Direct alcohol advertising is not permitted. On platforms like Facebook, you can create and promote a group to inform subscribers about your products and events, without encouraging the audience to purchase alcohol. Additionally, Facebook allows all types of paid posts and targeted advertisements for alcohol, as long as brand names and package images are not included.
Vkontakte.com, a popular social network, has stricter regulations regarding alcohol advertising. Even simple brand information and the creation of official communities are prohibited. However, there is an opportunity for community branding, where a community focused on cocktail making, for example, can be designed in the style of a recognizable alcohol brand.
When it comes to alcohol promotion, the largest platform available is YouTube. As an international website, YouTube adheres to the legislation of different countries. Here, you have the option to develop an entire channel dedicated to your brand or distribute special viral videos to reach a wider audience.
CRM marketing, including newsletters, MGM (Mobile Geolocation Marketing) marketing, and promotional programs, remains a relevant way to promote alcohol on the internet. However, one challenge with this method is the difficulty of creating a new database due to restrictions. Only companies with existing extensive customer databases, established prior to the implementation of these restrictions, can actively send out promotional emails.
Companies that have been integrated
Another method of promoting alcohol involves the integration of online and offline strategies by companies. The fundamental idea is to enable customers to maintain interaction with the brand through the Internet after purchasing alcohol.
Several approaches are employed:
- Promotional offers featuring unique codes located under the bottle cap or wrapping. Consumers can visit a website where they can engage with other projects by the brand and provide their contact information.
- Integration with social media platforms. Customers are encouraged to post a photo on their social network pages or download a photo from the brand’s website.
- Various special events utilizing similar technology. These events can be associated with charitable causes or environmental protection efforts.
Promoting alcohol in Russia demands a comprehensive understanding of the relevant laws and their practical implementation. Due to the numerous restrictions, it requires both creativity and resourcefulness to navigate within a limited set of options. The experts at Quarter Billion Agency Group can provide consultation regarding the legislative constraints in Russia and develop a tailored strategy for alcohol promotion in the Russian market.