JuicyTipsy
Web design / Startup business
Project Brief
Objective
This project critically evaluates project management and entrepreneurship within the creative industries while applying research methods and transferable skills. Students will conceptualize, develop, and deliver a consumer-facing digital start-up of their choice, leveraging innovative solutions to establish a market presence for SMEs.
Scope
Participants will explore entrepreneurial business strategies and project management techniques tailored to the creative industries. The project emphasizes developing and promoting new talent, bridging creative and entrepreneurial practices to produce practical, market-ready outputs.
Approach
- Assemble and present a creative project designed for a digital solution.
- Utilize critical theories and methodologies to refine your concept, ensuring commercial viability.
- Work within an incubator-style framework, fostering innovation and entrepreneurial thinking.
JuicyTipsy Website
Executive Summary
Mission and Vision
Mission: Deliver unforgettable cocktail experiences that inspire joy, connection, and celebration.
Vision: Become the global leader in cocktail culture, infusing creativity and exceptional taste into every moment of life.
Products and Services
- Signature Cocktails: A curated selection of unique and classic cocktail recipes tailored for every occasion.
- Bartending Expertise: Professional bartending services, including customized cocktail menus for special events.
- Community Engagement: A vibrant platform for cocktail enthusiasts to share experiences, exchange ideas, and fuel their passion for mixology.
Target Market
Our audience includes individuals seeking elevated cocktail experiences, from casual enthusiasts to connoisseurs.
We proudly serve a global market, catering to diverse cultures and preferences with tailored offerings to suit every taste.
Competitive Advantage
- Innovative Recipes: We consistently craft unique cocktail creations that set industry trends and captivate audiences.
- Exceptional User Experience: From selecting premium ingredients to crafting and savouring every drink, we ensure our customers a seamless and enjoyable journey.
- Thriving Online Community: Our vibrant platform fosters the exchange of cocktail culture, enabling enthusiasts to share knowledge, inspiration, and experiences.
Future Outlook
- Product Line Expansion: Diversify offerings to cater to evolving tastes and preferences.
- Global Market Growth: Strengthen our presence worldwide by adapting to regional flavours and cultures.
- Commitment to Innovation: Elevate the cocktail experience through continual innovation and a focus on quality excellence.
Company Overview
JuicyTipsy is a startup online cocktail service company that provides enthusiasts with sophisticated, innovative, unique cocktail novelty experiences. We aim to make every cocktail more memorable and meaningful by inspiring taste, creating social platforms and leading cocktail culture.
Founded in the spring of 2024 and registered in London, UK, JuicyTipsy has always been committed to driving innovation in the cocktail industry. We have accumulated a wealth of experience in cocktail recipes and user experience and aspire to be a global leader in cocktail culture, bringing creativity and taste into everyone’s life. It is a sole proprietorship company owned by Judy Zhu, who has two years of experience as a bartender in China.
She came to live in London in 2021, during this period she desired to gain a deeper understanding of the UK’s alcohol culture, which in the Orient has a stereotypical perception of alcohol, such as only choosing to drink in the evening and only drinking on certain occasions. But here, people’s love of alcohol far exceeded her previous knowledge, and during her time in London, she made many friends who didn’t know much about alcohol but were eager to try it. The company was born out of this desire to make cocktails accessible to everyone interested in drinking or creating unique cocktails and to understand the stories behind them.
Product & Service
JuicyTipsy.co.uk is the company’s principal B2C (Business-to-consumer) operating project, providing a variety of unique and classic cocktail recipes, one-stop shopping, community exchange and other services. JuicyTipsy is dedicated to providing an unparalleled user experience, from choosing a drink to making it to enjoying every step and adding to the interaction and fun of cocktails.
The cocktail bible
Cocktail recipe section, where you can find 100+ cocktail recipes. The recipe can be classified through A-Z alphabetical order, selection of base wine and taste, etc., to enrich the user experience while making it easier for users to choose the most suitable cocktail for themselves.
Desire
This section, from the design to the selection of cocktails, is very different from the overall style of the website, where users can find suitable alcohol for the occasion so that every cocktail is full of sex and seduction.
Tipsy Harbour
In the Purchase section, users can find bartending items, alcohol, fresh fruit, and other ingredients. In addition, users can compare the prices of similar products with local supermarkets, such as Sainsbury’s, Waitrose, M&S, etc., to ensure that users can buy the alcohol that suits their psychological price.
For juice heads
A networking area for alcoholics where users can learn more than just the origin of each traditional cocktail. Users from all over the world can create and share their cocktail lists and unique recipes. Let each cocktail carry a different story; let each story leave a symbolic trace.
About us
Here, users can learn about the website’s story, Judy’s favourite cocktail, and the story behind it. For customers who are interested in business cooperation, you can find contact information such as Email, Instagram, etc.
Market Research
The following market research determined that the cocktail market will have a significant market requirement in the future. Also, people are changing their spirits purchase behaviour from offline to online, which proves that the business plan can fit the current market demand.
According to research data from Statista, 18% of people love cocktails, ranking second.
Regarding the question, “Which of the following drinks have you consumed in the past 12 months?” 69% of people purchased cocktails in the past year.
The revenue of the spirits market in the United Kingdom from 2018 to 2028 has a positive growth from 10.55-17.3 billion British pounds (£).
There has been a marked drop in Annual expenditure on spirits in the United Kingdom from 2020 to 2022, with £7,565 billion down £6,351 billion.
Spirits revenues are estimated to increase at a Compound Annual Growth Rate of 3.6% from 2018 to 2028
With a price per litre of US$ 30.7, the United Kingdom will be the biggest market among selected countries in 2022; in the future, the UK market is estimated to increase by US$5.8 per litre, keeping its ranking at the top.
Since 2014, the number of UK on-trade outlets serving cocktails has risen by 75% and the same data source says 9 million consumers are now drinking cocktails on a night out.
According to the article, cocktails are a big deal, especially in a nation like the UK where people love their booze and 48% of adults drink at least once a week.
According to the 2017-2027 UK Spirits sale channel icon, although more than 90% of people choose to buy offline, the trend is gradually decreasing, while the demand for people to buy spirits online increased from 4.5% to 7.9%.
SOWT Analysis
Marketing Strategy
Define Target Audience
Identify the primary audience for the cocktail website, which is open to everyone who is interested in cocktails.
Tailor marketing efforts to resonate with the preferences and behaviours of the target audience.
Content Marketing
Develop a content calendar featuring cocktail recipes, mixology tips, and engaging multimedia content. Incorporate SEO best practices to improve search engine visibility (cocktail, cocktail recipes) and attract organic traffic.
Social Media Engagement
Utilize popular social media platforms like Instagram, TikTok, and Pinterest to showcase visually appealing cocktail content.
Run targeted social media, campaigns, including giveaways and challenges on various social media.
Email Marketing
Build and maintain an email subscriber list by offering exclusive content, such as behind-the-scenes insights, special promotions etc.
Send regular newsletters featuring curated content and updates to keep subscribers engaged.
Collaborations and Partnerships
Establish partnerships with liquor brands, bartenders, or other influencers in the beverage industry for co-promotions.
Collaborate with related businesses for cross-promotional opportunities, such as cocktail ingredients or barware
User-Generated Content
Encourage users to share their own cocktail creations on the website or social media platforms.
Host contests or challenges that involve user participation, fostering a sense of community around the brand.
Video Content
Capitalize on the popularity of video content by creating engaging cocktail tutorial videos.
Utilize platforms like YouTube and TikTok to showcase visually appealing and shareable content.
E-commerce
E-commerce section for selling cocktail-related products, tools, or merchandise.
Promote exclusive deals or discounts for products featured on the website.
The Marketing Funnel
Revenue Model
Advertising Revenue:
Display banner ads from liquor brands, cocktail-related products, or relevant advertisers.
Use Google AdSense or other ad networks to monetize website traffic.
Sponsored Content:
Collaborate with liquor brands, distilleries, or cocktail-related businesses for sponsored content.
Create engaging articles, videos, or features highlighting their products or events.
Affiliate Marketing:
Incorporate affiliate links within the content, directing users to purchase cocktail ingredients, barware, or related products. Earn a commission for every sale made through these affiliate links under each cocktail recipe.
E-commerce Platform:
Integrate an online store within the website to sell cocktail-related products, barware, merchandise, or even curated cocktail ingredient kits. Offer unique or limited-edition items to incentivize purchases.
Online Courses and Workshops:
Develop and sell online courses or virtual workshops on mixology, cocktail crafting, or related topics. Provide certificates upon course completion to add value.
Licensing and Syndication:
License the content to other platforms or media outlets, such as recipes and videos.
Syndicate the content to increase its reach and earn revenue through licensing agreements. Lean canvas
