Drizly Launches a Gift Registry in New Ad Campaign

Drizly launched its new "What's It Gonna Be?" marketing campaign. The campaign showcases how online beer, wine and spirits marketplace pioneer helps people find the right drink for the moment - from the everyday, to holidays and special occasions.

This new marketing vision kicks off with a multi-channel advertising campaign and the introduction of the "Drizly Drink Experts", the company's first expert ambassador program, as well as Drizly's new gift registry.

Focusing on empowering consumers to find the right drinks for the moment, Drizly's new integrated ad campaign is rolling out across TV, audio, display and social media.

Putting a clever twist on a Drizly-themed, 70's style game show called "What's It Gonna Be?," the campaign includes 3x 15-second TV spots (Name That Gift, Smash, and Party Picker) made in collaboration with VMLY&R that highlight the endless drink possibilities for every moment with Drizly. Each spot features a different game that underscores the wide selection of drinks on Drizly for gifting, hosting and everyday needs, with Drizly's magnetic game show host consistent throughout the spots.

"Today we see consumers turning to the Drizly marketplace for broadening types of occasions, with gifting being a frequent use case," said Gina Hardy, Drizly's Chief Customer Officer. "Our new Gift Registry allows Drizly to be the top destination for gifting by providing a sure fire way to ensure the giftee receives something they truly want. This new feature, along with our 'What's It Gonna Be?' campaign reflects Drizly's evolution to be the go-to shopping destination for all beverage alcohol occasions and to allow our consumers to better savor life's moments."

Drizly's registry innovation comes after the company's 2023 Consumer Trend Report uncovered that gifting beer, wine and spirits is a growing trend with no signs of slowing down. In fact, 78% of respondents in Drizly's nationwide survey reported having given alcohol as a gift and nearly three-quarters (72%) said their gifting of alcohol will stay the same or increase in 2023. Notably, 68% of survey takers said that holidays are the top occasion for gifting drinks.*