This phrase refers to a selected goal or demographic intensely pursued by alcoholic beverage manufacturers, notably these advertising higher-end spirits. It describes shoppers preferring their drinks served “on the rocks,” which means poured over ice. This choice typically signifies a extra discerning palate and a willingness to spend extra on high quality drinks.
Focusing on this particular shopper group is strategically precious for a number of causes. It permits manufacturers to focus advertising efforts on a phase with a demonstrably greater buying energy and model loyalty. Traditionally, this demographic has been receptive to classy advertising campaigns emphasizing heritage, craftsmanship, and premium components. Efficiently reaching this market phase can considerably impression model notion and drive general gross sales development. Moreover, understanding their consumption habits can inform product improvement, pricing methods, and distribution channels.
