To promote its alcohol-free Heineken 0.0 lager, Heineken created a cherry picker bar experience that puts a twist on home delivery services. Rather than dropping off the product at a door, the brand is opting to meet consumers at their windows. This spring, adults will be greeted by celebrities like Sophie Ellis-Bextor, stand-up comedian Eleanor Morton and drag queen and former RuPaul's Drag Race UK contestant Divina de Campo.
The service promises to be a treat for those who are working from home and a spectacle that will liven up the neighborhood.
Since consumers can't go to their favorite bars, bars and alcohol brands are redefining "home delivery" with in-garage and doorstep drop-off services that bring bar experiences straight to drinkers' homes.
Cherry Picker Bars
Heineken Delivered Bottles of Alcohol-Free Lager Through Home Windows
Trend Themes
1. Home Delivery Bar Experience - Creating in-garage and doorstep drop-off services that bring the bar experience straight to drinkers' homes.
2. Window-service Delivery - Opting to meet consumers at their windows for delivery services can provide a unique experience and novelty factor.
3. Celebrity Delivery - Using celeb delivery drivers can create buzz and excitement around new or existing products.
Industry Implications
1. Alcohol and Beverage - Alcohol brands are redefining home delivery services and creating new and innovative ways to bring the bar experience to customers.
2. Entertainment - Using celebrities as delivery drivers creates a fun and unique experience for customers and can drive traffic and interest to a brand.
3. Logistics and Delivery - Innovative delivery methods such as window-service can create new business opportunities for logistics and delivery companies.