Airing on PBS from 1972-1978, Zoom, the educational children’s TV show with an all-kids’ cast, featured the catchy theme song “Zoom:” “C’mon and ZOOM, C’mon and ZOOMA, ZOOMA, ZOOMA, ZOOM. We’re gonna show you just why, we’re gonna teach you to fly.” Amid a pandemic, the term “Zoom” has taken on an entirely new meaning as the video conferencing platform is being used as a go-to tool for teaching, learning and hosting virtual marketing events, tours and tastings.
For wineries and independent craft spirit and beer producers, taprooms, tasting rooms and tours have long encouraged trial and experimentation, helping these entrepreneurs become beacons of community and camaraderie. Yet, to drive sales during the past six months, beverage brands have been forced to pivot and use other avenues such as eCommerce and direct-to-consumer (DTC) shipping with overall positive results.