As a longtime super fan of Ardbeg whiskey, I was especially thrilled to sit down with Luis Freitas, the director of omnichannel and CRM at Moet Hennessy, for the latest edition of Hidden Layers. Moet Hennessy is home to many iconic brands, and I was excited to discuss the unique marketing challenges that the alcohol and spirits industry faces, as well as the innovative solutions the company has found to address those challenges.
Because spirits companies are generally not allowed to sell directly to consumers, understanding the customer journey and how to influence it are key elements of Moet’s marketing strategy. I spoke with Luis about how the company is fostering direct relationships with its consumers, and the role that technologies such as artificial intelligence and dynamic creative optimization can play in that process. We also talked about the impact of the upcoming deprecation of third-party cookies and IDFA, and why it is important for companies to be taking steps now to safeguard their data and mitigate the fallout.