Customer Experience Marketing Plan

Seedlip, a Diageo-Owned Non-Alcoholic Spirit Brand

• Consumers are drinking less alcohol, but better. Alcohol consumption among whom? has dropped significantly over the past 60 years. 

• The non-alcoholic spirit industry is still relatively new, with Seedlip being a first mover. Diageo expects this growth to continue an upward trajectory.  

• Our team focused on the consumer group, moderators ( those trying to either limit their alcohol consumption or balance between non-alc and alcoholic beverages)

• We developed insights and recommendations for Seedlip, a Diageo-owned non-alcoholic spirit brand, to enhance the consumer’s shopping experience within the USA.

• Mapped out the customers’ journey and key opportunities for our main consumer group by identifying potential paths to purchase.

• We pinpointed areas for growth based on our targeted segment and then focus on ways to improve the consumer experience. 

• Once we identified our targeted segment and based on quantitative and qualitative research, we created three different personas that encapsulated were good representations of our targetted consumer ( 1 - the happy hour homebody 2 - the social sipper 3 - the health-a-holic )

• Created four different Direct-to-Consumer (DTC) marketing prototypes based on our market research and the consumer’s needs.

  1) Seedlip Selections - food and non-alcoholic cocktail pairings

  2) Seedlip Pop-ups - immersive events (magical cocktail experience, mom-tail mocktail pop-up events)

  3) Amazon Storytelling - selling Seedlip’s origin story through Amazon to generate traffic and sales

  4) SMEC (Seedlip Mocktail Enthusiasts Community) - an inclusive online forum that aims to create engagement and interaction C2C and C2B