Liquor Brand Diageo And Amazon Team Up To Create A Shoppable Show

What Happened
British alcoholic beverages company Diageo teamed up with Amazon for a shoppable video series to promote its “Reserve” portfolio of premium liquor brands. Titled “World Class List,” the series is done in the style of an unscripted travel documentary that sees a host visiting and tasting locally flavored cocktails in five cities around the world: Barcelona, Mexico City, San Francisco, Sydney, and Taipei.

The show is now available on Amazon Prime Video in the U.S., U.K., and Germany, with further video-on-demand partners and markets to follow. Curiously, the shoppable version is not currently available in the U.S., but U.K. and German viewers can click on embedded links to shop the liquors featured in the show from Diageo’s ecommerce site.

What Brands Need To Do
This is an interesting case of a CPG brand leveraging an OTT streaming platform to distribute shoppable branded content and directly drive sales. Amazon Prime currently boasts over 76.2 million users worldwide, which makes it a valuable channel for brands to put their branded content on. In addition, recent reports claim that Amazon Prime Video is coming to Apple TV soon, which should further expand its reach.

For more in-depth analysis how brands can leverage global mega-channels and niche micro-channels to effectively reach key audiences, check out the Global Culture section of our Outlook 2017.


Source: AdAge

Header image courtesy of Diageo’s YouTube

Amazon Considers Free Music Streaming

Amazon has offered free movies and TV shows for Prime subscribers, and now it looks like they might be set to offer music as well. Some have predicted a parallel to Spotify from Amazon, and now it looks like it’ll be bundled into prime, according to industry sources. These same sources claim that talks are ongoing, while Amazon has been playing a hard line about pricing with labels. If Amazon decides to maintain the music service as it does the video – as a reward for Prime subscription – it would bank on many more prime users appearing on the incentive of free music. As well, it would let Amazon justifiably raise the price for the platform, which the company said it would do. Amazon is clearly trying to break into the streamed music game – just as YouTube has attempted to do – which is an indication of just how potent the space appears to be for big media companies.