Alcoholic Confectionery Brand Engages Senses Through Retail
British alcoholic confectionery brand Smith & Sinclair has launched an experiential retail concession in UK department store John Lewis’s London flagship. Built around discovery, the installation taps into the rising trend for explorative, self-steered brand spaces, as discussed in Rise of the Exploratorium.
Smith & Sinclair’s unique range of Edible Cocktails – jelly pastilles containing half a shot of alcohol – blur the lines between alcohol and confectionery, encouraging adults to ‘play’ again. The hyper-sensorial brand space features an interactive ‘discovery and experience’ wall that diffuses the scents of the Edible Cocktails alongside pastille buttons that release unidentified aromas when pushed. After exploring, shoppers are invited to create their own Edible Cocktails selection – an adult take on classic pick ‘n’ mix sweets – and enjoy a drink at a cocktail bar.
Smith & Sinclair has also launched The Flavour Gallery – a temporary “explosive multisensory art experience” in East London enabling visitors to “hear colours, smell sounds, and taste the paintings” according to London culture site The Nudge. Both concepts hold great appeal for millennials (aged 23 to 36): 72% of US and British millennials say they crave sensorial experiences (JWT Intelligence, 2013).
Spaces that simultaneously contextualise and thrill offer alcohol brands a chance to foster more intimate, controlled dialogues with consumers. As alcohol consumption declines – global sales fell 1.3% in 2016, led by a 1.8% decline in beer sales (International Wine and Spirits Research, 2017) – brands must look for new ways to drive trial and discovery. This is particularly important for brands without a permanent physical presence (see Amazon Explores Asian Alcohol Opportunity).
See also Alcohol Concept Stores.