Sip by sip: Sound branding in APAC’s mostly silent alcohol sector

Music and alcohol have an intrinsic connection but there is a sonic sameness in the drinks industry that requires a strong shot of owned, branded music, says amp’s Rex Hirschhorn.

Alcohol brands exist in a unique space across multiple mediums. These brands are made up of visual, experiential and taste-based elements, ranging from bottle, label and sound design to unique sprinklings of olfactory-enticing sips and smells.

Often these experiential aspects contain music, whether that be at a concert, sporting event or even a dinner party. In fact, BJ’s Wholesale, an American supermarket warehouse chain, surveyed 2,000 people in 2019 and found that not playing music was among the top 10 worst things a party host could do.

While music and alcohol have this innate relationship, standing out in a saturated...

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