Coopetition: Winning strategy between alcoholic, non-alcoholic brands
By Felicia Nwosu
It has been advocated by marketing experts that coopetition, rather than cutthroat competition would more likely be the better strategy, even for brands playing in the same market segment, given the market realities of today.
Coopetition is a business strategy where brands engage in cooperation and competition with each other at the same time. In coopetition, companies may work together to achieve a common goal, such as creating a new market or in customer needs/preference satisfaction while competing for market share and profits. Coopetition is premised on the thinking that businesses can achieve tremendous success by working together than competing against each other. When brands engage in coopetition, they can reduce costs, share resources, and accelerate innovation by cooperating on certain aspects of their businesses, such as research and development, marketing, or distribution.
In this respect, some alcoholic and non-alcoholic brands in Nigeria has explored the penchant of their customers for mixed drinks to enter into partnerships that offer the customers variety of options for mixed drinks and cocktails.
According to a study by International Journal of General Medicine, the reasons why consumers mix alcohol with non-alcohol beverages range from keeping awake, giving energy to improving taste and drinkability. It noted that mixing of lcoholic drinks with nonalcoholic beverages has existed for decades, if not centuries. These studies have shown that people who mix alcohol consume less than people who drink the undiluted.
This quest for a special taste in cocktail flavours and mixtures have lured brands into initiating a strategic partnership to enable them jointly meet the taste of their joint consumers. It has also sparked a special connection between the brands and consumers.
These brands have therefore leveraged the opportunities that follow the trends that emerge with the ever-changing behavior of consumers to adjust their business models to adapt to this change.
In this special edition, MARKETING EDGE has painstakingly selected some of the distilled spirit brands that have partnered with non-alcoholic beverages to create unique taste together for consumers.
Jameson & Sprite
The mission of these two premium brands’ unity is to ensure that consumers after clubbing could enjoy a good night’s sleep and wake up with no brain fog, hangovers, or regret. Mixing Sprite and Jameson whiskey makes a thrilling moment for those who love cocktails made from a combination of two premium taste of strong sweet, and bitter for a unique experience. These two brands offer drinking friends special enjoyment at every moment of any social event.
Jameson & Coke
To ensure that consumers are at their best and up refreshed even after consumption, Jameson and Coke also decided to partner to make hangover a history in the life of consumers so as to encourage productivity. Jameson’s Irish whiskey is a great choice for cocktails because it has a clean and fragrant taste that blends well with various mixers.
Jack Daniels and Coke
The love tango between these global brands was tagged “the perfect pair”, and it has been creating a contagious buzz among consumers as they all want to try it out. The brands revealed that their collaboration was inspired by consumer’s consuming habit, adding that, some consumers don’t consume pure, but always mix with other non-alcoholic beverages and for Jack Daniel Whiskey the most preferred non-alcoholic beverages mixer has been Coke for years hence the need for this integration.
Chivita Packet Juice & Absolut Extrakt Vodka
Absolut Extrakt Vodka is a brand that celebrates the Swedish heritage with pride. In its quest to bring a modern twist to the traditional Swedish ‘snaps’, in a well-balanced and smooth spirit with a spicy kick, it finds a perfect pair in Chivita orange juice to deliver its unique taste profile of warm green cardamom and other secret ingredients blended with other high qualities of bold and delicious flavours to set the perfect mood for celebration.
Hennessy and Coke
You can imagine the taste when two legacy and iconic brands such as Hennessy and Coke come together to form partnership in a cocktail. This is one of the best Hennessy mixers in Nigeria; coke is always a great option with this premium cognac. These two leading brands have paired together to give their consumers a distinct taste blended with the strong taste of Hennessy with Coke to tame the strong alcoholic nature and replace it with the sweet and cool taste of Coke.
Redbull Energy Drink & Pravda Vodka
This strategic move by both brands has created a unique connection for its consumers especially for their legendary equity over time. To tantalise and thrill consumers with an uncommon cocktail with verve, class and royalty was the driving force that brought these brands together for a unique taste.
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