Brief:

• Ketel One's Botanical line of infused vodkas is running an influencer campaign on Instagram to mark the end of daylight saving time, sponsoring several livestreamed programs that support its "toast to the bonus hour" messaging, according to a press release. Each program will include a toast with a Ketel One Botanical spritz made with vodka and soda, along with a garnish.
• The livestreamed activations include a one-hour meditation guided by Lauren Ash, the founder of Black Girl in Om, and a Q&A on practicing mindfulness hosted by Jaclyn Johnson, founder of Create & Cultivate. Fitness instructor Katie Dunlop will host a 30-minute workout followed by a chat, while Popup Florist founder Kelsie Hayes will lead a flower arranging class.
• The effort urges people to enjoy the extra hour they get when shifting clocks back by an hour and includes a partnership with alcohol delivery platform Drizly. Through the campaign, Ketel One Botanical could seize on the growth in e-commerce for food and beverage purchases, while also providing consumers with a much-needed reprieve during anxious times.

Insight:

Ketel One Botanical is providing its Instagram followers with a wellness-focused distraction as many people avoid socializing in bars and restaurants during the pandemic. While other brands have ramped up their Halloween or election-related promotions in recent weeks, the liquor brand is messaging around the end of the daylight saving time that lands in the interim, making it an occasion that's less crowded with marketing.

By curating a series of livestreams, Ketel One can reach younger adults who are elusive to other media channels but rely on social media to stay connected with friends and family, especially during the health crisis. The theme of the programming, which covers topics like meditation, mindfulness and exercise, aligns with a trend where marketers encourage consumers to practice self-care and relieve stress — issues that have been amplified with the continued spread of COVID-19 and broader societal problems.

The livestreamed programming is also another sign that liquor brands have revamped their experiential marketing efforts to center on digital content that people can enjoy at home. Among the more recent examples, Patrón tequila this month hosted a virtual benefit concert on Instagram Live to support Black artists and raise money for charity. Before that, 1800 Tequila created an augmented reality experience on Snapchat that featured virtual artwork from Spanish artist Okuda San Miguel.

Ketel One's push may also help online liquor store Drizly gain new customers as consumers increase their off-premise spending on alcoholic beverages. New customers of Drizly can get a discount on Ketel One Botanical for delivery by entering the offer code "BOTANICAL" on its app or website, according to the press release.

Alcohol sales outside of bars and restaurants have risen 24% during the pandemic, and beverages with higher alcohol content like distilled spirits increased 27% from a year earlier, per Nielsen data cited by NPR. Those sales are likely to remain elevated until more people feel comfortable about going out to bars and restaurants.