While voters may be fine during Election Day, the same may not be said once night falls. To help them get through this time, Babe Wine created an “Election Night Survival Kit”, designed to ease the angst of anticipation.
The curated survival kits are available for $29.99 on Babe Wine’s website and include a squeezable stress ball, a pillow embellished with the words “scream here” on the front, and a box of tissues. Babe Wine also included some of its signature beverages in the box, including a bottle of “Polls Closing. Bottles Opening” red wine, and a four pack of mini Babe Rosé. The survival kits became available for pre-order in mid-October, but after selling out within a day, Babe Wine restocked the kits a week before Election Day. As consumer anxiety levels reach historic highs this election season, Babe Wine’s survival kits could prove the perfect comic relief for a typically stressful night. By making the kits available online, Babe Wine could spur sales, according to a Gartner report, as more consumers lean into alcohol delivery and e-commerce shopping during the pandemic.
Babe Wine joins a list of other brands engaging consumers through election-related initiatives. Brands like Puma and Uber focused on voter registration and getting to the polls, but Babe Wine aims to connect with consumers post-voting, which could help it stand out. The beverage brand could also tap into public interest around the Election and consumer demand for branded merchandise. By offering an Election Night kit, Babe Wine also joins brands like Chipotle, which created voting-focused merchandise. The success of both Babe Wine and Chipotle’s limited-edition merchandise could be attributed to younger consumers, who could also be credited for a 79% rise in sales of canned wine during the pandemic. Babe Wine can reach its target market of young voters by promoting the survival kits on Instagram, where it’s currently holding a kit giveaway and reminding followers that “Election night is going to be crazy.”
By playfully tapping into election anxiety, Babe Wine could build loyalty with consumers looking for a lighthearted approach to a stressful time. By offering branded goods and its signature wines, Babe Wine could build loyalty with voters across the U.S. and set the stage for engagement long after election night.