Alcohol e-commerce pioneer signals shift for
the business with a new purpose, fresh look, multi-channel brand
campaign and product updates
BOSTON, Nov. 3, 2022
/PRNewswire/ -- Drizly, an Uber Company (NYSE:UBER) and
a leading beverage alcohol e-commerce shop, today announced
its new brand direction, anchored to an elevated purpose: to
help people savor life's moments. With this brand
evolution, Drizly is underscoring its new direction as it
builds upon its expertise in on-demand delivery to become the go-to
shopping destination for all beverage alcohol occasions.
As the pioneer in alcohol delivery, Drizly is signaling its
expansion from an on-demand-only player with delivery in "under 60
minutes," to a tailored e-commerce shopping destination focused on
helping customers find the best drink for the moment, whether they
need it now or later. This transition is further supported by the
broadening types of moments and occasions that Drizly has observed
consumers turning to the platform for, including sending gifts.
With gifting experiencing sustained momentum on Drizly over the
past few years, gift order share has scaled over 100 percent from
2019 to 2022 to date.
Drizly's new purpose highlights this significant transformation
happening across the business during its 10th anniversary year, and
charts a new course for Drizly, post Uber acquisition. As the
Drizly brand embarks on this next chapter, Drizly and Uber will
continue to partner on integrating Drizly's great selection into
the Uber Eats app to provide consumers instant access to the best
of local commerce.
"After building the infrastructure for alcohol e-commerce and
paving the way for on-demand delivery at scale, this next phase for
Drizly is all about building a tailored shopping experience to help
customers find the best drinks for these moments – whether it's a
bottle for an impromptu date night at home or sending a gift across
the country to mark a special occasion," says Cory Rellas, Drizly CEO.
The new Drizly experience
As part of this brand evolution, Drizly is rolling out a
redesigned product experience, with ongoing updates slated in the
coming months to better serve all of its customer's life
moments.
- Gifting product enhancements: Over 84% of
respondents from Drizly's 2022 consumer survey* stated they enjoy
receiving alcohol as a gift. To make it easier than ever to gift
drinks that friends, family, and colleagues will love this holiday
season, Drizly has unveiled a number of gifting updates on the
platform. This includes a new guided shopping experience, providing
recommendations based on any recipient's interests and tastes,
occasion-based shopping to narrow down the perfect gift, and
personalized e-cards to make gift giving even more special.
- Newly launched shipping capabilities: Supporting
Drizly's movement to e-commerce, shipping options are now available
across 27 states along with filters that power consumers to shop
based on delivery preference. Through shipping, consumers now have
the ability to shop from retailers both local and across the
country on web and app, accessing an even deeper selection and
broadening the ability to send the gift of Drizly to friends and
family, near and far.
- Expanded concierge services & corporate gift sets:
Meeting the growing popularity for its Corporate Concierge and
White Glove services, Drizly's bartending offering has undergone an
expansion to 10 new markets, ideal for elevating any gathering,
from weddings to company events and holiday parties. With Drizly's
Corporate Concierge team serving as the easiest way to send
corporate gifts to clients or employees across the country, it has
also debuted new, premium wine gift sets just in time for the
holiday season.
New brand campaign and upgraded look spotlights the
moments-driven purpose
Bringing Drizly's new brand direction to life across a mix of
channels, it has debuted a fresh look and is introducing a
multi-channel brand campaign.
- Unveiling a new brand campaign: In collaboration with
Party Land, AdAge's 2021 Small Agency of The Year, Drizly's new
brand campaign will run across TV, audio, social channels and more.
With new 30-second and 15-second TV spots rolling out in the coming
weeks, airing on national cable and streaming programs, the ads
will highlight how Drizly helps consumers savor life's moments with
the right drinks, as well as gifting specific spots that spotlight
the platform as the never-miss gifting destination for the holiday
season and beyond.
- Reimagined visual identity: In partnership with
Brooklyn-based branding agency,
Red Antler and photographer Marcus
Nilsson, the new look updates all aspects of the brand
identity: the logo, color palettes, typography, iconography and
photography.
- Refreshed Drizly bear: Drizly is introducing a fresh
look and new usage for the popular Drizly bear, now aptly named
"Molly" - from confirming orders, to delivering on a bike and
relaxing in the bath with drinks - with more to come from Molly on
the horizon.
"This is more than just a brand refresh or new visuals. Our
heightened focus on the importance of life's moments - big and
small - is a belief shared with our customers," says
Liz Paquette, Drizly's Senior Brand
Director. "Our recent survey** found that 41% of consumers cited
'enjoying life' as one of the things they value most, coming in
only after 'family.' Through this new direction and purpose, we are
conveying just how seriously we take our role in helping our
customers savor life's moments."
For more, visit drizly.com or follow along on Facebook, Twitter
and Instagram using Drizly's new hashtag,
#DrinkInTheMoment.
*Drizly conducted a nationwide survey of over 1,000 adults of
legal drinking age during September-October
2022.
**Drizly conducted nationwide surveys of over 1,000 adults of
legal drinking age during June-July
2022.
About Drizly
Drizly, an Uber company, is a leading beverage alcohol
e-commerce shop. Millions of consumers of legal drinking age turn
to Drizly to get the best drinks for the moment, delivered. With
one of the widest selections of beer, wine, and spirits, Drizly
offers convenient delivery options with a tailored shopping
experience based on what consumers are shopping for - whether
that's a gift, a big order for an event, or drinks for a casual
night at home. Today, Drizly partners with thousands of retailers
and suppliers to help them to reach new customers, tap into key
market and customer insights, and diversify their business to grow
sales. As the industry leader, Drizly is building the best shopping
experience for beverage alcohol in a regulatory compliant manner
that promotes a safe drinking culture. Learn more at Drizly.com,
download the Drizly app (App Store
and Google Play) and follow Drizly on Facebook, Twitter
and Instagram.
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SOURCE Drizly