As consumers, we recognize brands like Captain Morgan, Tito’s Vodka, Josh Wine, and White Claw as “must-haves” for our next social gathering, holiday party, or date night, but few of us question how these brands come to occupy such a trusting place in our lives and who on the end are enjoying the real rewards every time we buy them. According to challenger luxury brand, ONE ROQ, consumers actually decide which brands become popular while enjoying the short-term disposable utility of those brands in which they are designed to provide. But the real rewards—short and long-term—are enjoyed by brand owners. It’s this idea that could translate into catching the next cultural phenomenon in the luxury booze market, with ONE ROQ.
Discovery
When ONE ROQ, a perfect vodka of American pedigree, entered the industry for the first time in 2012, it sought to fit in, play by rules, and not question the authority of distributors and retailers who, through a federally regulated supply chain, control the supply of brands that are made available to consumers. A decision which ended up being a painfully expensive, but vital, lesson to uncover a problem in the market; one that could be worth multiple billions.
The Problem
The premium and high-end segment of the alcohol market, valued at over half of the current 300B global spirits market, operates using a deceptively clever marketing practice called lifestyle advertising to attract consumers; a technique wherein a brand advertises itself inside the image of an attractive lifestyle, or in association with someone glamorous, to have the consumer believe that if they buy that brand, they acquire that lifestyle, social or financial status. However, reality suggests what consumers actually receive is usually quite less. In fact a mild hangover and a deduction from your bank account is more expected. From this perspective, when it comes to brands offering rewards in the booze industry, most—actually all—fall terribly short in terms of innovation.
Solution
That is, at least when compared to ONE ROQ, which through its novel luxury experience platform, ONEROQClub.com, is the first to offer consumers more—recognizing the full value of consumer’s worth by putting them directly in the driver’s seat as real equity owner-stakeholders. Not only this, but membership to the ONE ROQ Club comes with a custom curated series of privileges designed specifically to serve, inform, and empower consumers. Some include VIP invites to special events, member-only discounts through a personal ordering concierge, monthly content, first dibs on future privileges, upside potential, and more.
Timing
Increasingly, we live in a world where financial literacy is growing, where consumers are more aware that every decision they make affects their short- and long-term financial positions. Innovations like Bitcoin is a recognition of consumers’ desire to part from the control of big banks. GameStop is another example of consumers desire to outsmart ill-intent institutions that work for the 1%. With alcohol being one of the oldest establishments—and lucrative—industries in the world, and the act of drinking a conduit for social and political expression, there perhaps no greater market for building the world’s first luxury spirit, owned by the consumer, a title which ONE ROQ is proudly owning.
Traction
Proof would be in ONE ROQ’s traction, where inside the last year it topped over 3,000 Club Members, landed the cover of Food & Beverage Magazine, rose to a number one seller on 1877Spirits.com, earned a top 10 US entrepreneur ranking by Yahoo Finance, and was invited to be the exclusive pour at the Rolls Royce “Strive For Perfection” global event, celebrating Queen Elizebeth’s 95th birthday.
With consumers wielding ultimate power in the market of premium booze, it makes perfect sense for those of us who enjoy a nip now and again, to embrace a brand that we have the distinct ability to control and benefit from, within and beyond the glass.
