By Kristin Patrick, Co-Founder of Loren’s Alcohol-Free Retail & Distribution
It can feel as if the non-alcoholic beverage industry is obsessed with marketing to Millennials and Gen Z. We get it. It’s encouraging to see so many young adults rejecting alcohol. One of my few life regrets is not giving it up sooner. But did you know that Americans 45 and over represent 63% of consumer spending? (US Labor Department) And, last year, The Wall Street Journal named seniors 65+ the economy’s secret weapon. Spend a day at Loren’s Alcohol-Free, and it’s no secret our median customer age skews on the side of digital immigrants versus digital natives. While we proudly welcome customers of all ages, including kids, here are three ways we connect with generations holding greater purchasing power.
1. We listen carefully
The old joke about New Year’s Eve being amateur night suggests people with little alcohol experience often consume too much of it on this party-centered holiday.
You could say that many of our customers walk through our doors with lots of alcohol experience. Moreover, these older customers often have the disposable income to try multiple products within a specific category. For instance, we order in bulk when Judy or Leslie tells us she’s tried five different alcohol-removed Cabernet Sauvignons, and Jøyus is her favorite. Customers with the most experience drinking alcohol can be the toughest critics of non-alcoholic beverages, so we value their opinions highly.
2. We aren’t afraid of longer marketing copy
Older customers are more willing to read longer texts. (Incremental Media) For this reason, we put a lot of work into crafting our bi-weekly newsletter, and it pays off. With over 2,000 subscribers, the Sparkling AF Newsletter has an impressive open rate of 50%. But what’s even more fascinating is the level of engagement. Subscribers, mostly customers over 40, frequently write back to us!
Our newsletter often links to our blog with lengthier articles written by us and guest contributors. We are also proud to have published two issues of a 32-page magazine. The digital version might give us more marketing mileage, but our older customers love having a glossy printed copy to flip through. Instagram may be the preferred social media platform in the non-alcoholic beverage industry. Still, our newsletter, blog, and magazine allow us to connect with our customers more intimately through storytelling.
3. We know our 0.0% ABV drinks
With age can come more medications and dietary restrictions. We are often asked for drinks that contain 0.0% alcohol by volume (ABV) to avoid potential interactions. In preparation for these questions, my co-founder Andee and I have built a robust product database using Notion productivity software. This is where we maintain info about products based on ingredient lists. We’ve added tags for sugar-free, gluten-free, vegan, and kosher. We then added this metadata to our product records in Shopify to increase customer search functions. French Bloom and TÖST, which hit many of these checkboxes, are two of our top-selling brands.
Still texting with one finger? Can’t give up your no-show socks? You’re welcome at Loren’s Alcohol-Free. We’d love to see you!
About the author
Kristin Patrick is Co-Founder of Loren’s Alcohol-Free Retail & Distribution in Central Indiana. At age 46, she still wears skinny jeans and side parts her hair. For more of her insights, you can follow her on LinkedIn and Instagram.
