Dive Brief: 

• Ahead of the holidays, Allstate unveiled a collection of signature mocktail recipes to help spark nonalcoholic inspiration and keep drivers safe, per details shared with Marketing Dive. 
• Allstate Good Sips sees a tie-up with chef Jordan Andino to create three mocktail concoctions. The company is promoting the recipes on Instagram, inviting users to engage with the post through Dec. 8 for the chance to win an Allstate Good Sips mocktail kit. 
• The campaign plays off the insurance’s company’s typical safe driving themes and comes at a time of year when car accidents can be more likely to occur. The move also arrives as demand for nonalcoholic beverages continues to gain traction.

Dive Insight: 

In 2021, nonalcoholic beverage sales rose by 33% to $331 million, per NielsenIQ findings cited in the release. While alcohol marketers may not see the joy in such numbers, Allstate’s mocktails push reflects the brand’s messaging around keeping drivers safe.

The social media promotion could be an effort by Allstate to engage some Gen Z and millennial consumers who are at an age when they are beginning to explore insurance options. The effort differs from the brand’s typical “Mayhem” commercials, which could be an intentional choice as the younger cohort has shown a lack of interest in traditional television ads. In the past, the insurance company has made an effort to nod to younger consumers in its more traditional advertisements, having in January released a “Mayhem” ad spot playing off of hashtag challenges and viral TikTok dances.

For its latest effort, the insurance company teamed up with Andino, who will be the host of an upcoming Netflix competition series, “Cook at All Costs,” to craft three specialty mocktails using ingredients meant to boost energy. The Safetini is a nonalcoholic spin on a martini and includes lime juice, mint, soda water and blue curacao syrup, a nod to Allstate’s blue branding. The Sober Sage is a gin-inspired drink made with cranberry juice, sage simple syrup and soda water and is garnished with sage. The 10 & 2 mimics an Old Fashioned but without the alcohol and is made with black tea, bitters and sugar and topped with an orange slice.

Allstate is taking to Instagram to promote the recipes, having announced the tie-up on its page by sharing a series of quiz slides and asking users to comment on their answers for the chance to win its limited-edition Allstate Good Sips mocktail kit, which includes everything needed to craft the recipes. Quiz questions include asking consumers to “guest the gibberish,” do some math and type “Allstate” with their eyes closed. In total, 80 entrants will be selected as winners of the mocktail kit, with the sweepstakes closing Dec. 8.