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Hold my drink: how alcohol brands are embracing DTC

When the pandemic kicked off last year, leaving pubs closed and supermarket shelves empty, alcohol brands - like everyone else - quickly turned to digital channels to get their products to customers. Babe Wine, the canned wine startup was quick to capitalize on the trend, seizing the opportunity to grow its digital audience. For older booze brands like Ballantine's, it was a perfect window to build its brand and get back to being entrepreneurial. 12 months on how are the DTC strategies of these drinks' brands shaping up? Is it a long-term strategy or a short-lived trend? The Drum catches up with an upstart and one drinks titan to make sense of the market.

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