Another ready-to-drink cocktail brand entered the market this month, but this one has a mission that runs deeper than just getting consumers buzzed. Bloc Collective launched with two canned cocktails that aims to connect “good time enthusiasts” with “Cool Sh*t to Do” through its weekly, curated guide accessible via QR code on its cans. Founder Rob Dickens said Bloc’s goal is to create a platform that drives the post-pandemic cultural comeback in cities across the country, starting with New York.
What is Bloc?
Bloc Collective is a lifestyle brand created by a group of entrepreneurs with backgrounds primarily in the events industry and who, during the pandemic, began brainstorming ways to reintroduce people to all of the social and cultural experiences they were missing out during lockdown. The company’ business model, Dickens said, aims to engage with its consumers while also contributing to the economic revival of businesses that suffered during the pandemic.
“We knew people had this pent up energy, we took notice of all the scanning behavior that popped up — everyone was using QR codes,” explained Bloc Collective Founder Rob Dickens. “There is a lot of value in making your product more than just a physical thing — having it be able to tell some sort of story. It builds that connection between the physical world and the digital world.”
That’s exactly the connection Bloc Collective intends to build between young people and New York City nightlife, to be followed soon by other cities across the country. Dickens said Bloc is looking at launching next in Los Angeles and explained that although there is a physical aspect to the brand, the guide can exist virtually anywhere. The “Cool Sh*t to Do” list is not compiled through partnerships or promotions but rather by a Bloc team member who digs around to find a range of events going on in the city each week.
What is the Product?
Currently, Bloc’s cocktail portfolio consists of two varieties: Vodka & Soda with Pink Grapefruit, Ginger, and Basil and Gin & Tonic with Blood Orange and Cucumber. The brand already has flavor extensions in its pipeline and once it garners enough feedback from its NYC launch, Dickens said it will likely expand the line with city-specific flavors. The seltzers contain 125 calories in each 12 oz. can (5.5% ABV) and are available at select retailers in Brooklyn and Manhattan as well as on e-commerce platforms such as Drizly and Minibar.
“We are positioning it as a much better version of a hard seltzer,” Dickens emphasized. “Hard seltzer is naturally limited because of its malt-based approach and the category itself seems to be naturally limited because everyone refuses to use real, good tasting ingredients.”
The events that the Bloc cocktail promotes include experiences ranging from clubs and concerts to burlesque festivals and art fairs. Dickens explained that the goal with the cocktail isn’t to get people “super drunk” — although the “debauchery” theme in its marketing materials suggests otherwise — but rather to give the brand context and tell its story. Bloc’s plan for growth does include building out a paid, promotional model for the events guide; , however, Dickens said that will only come once the brand has established a clear proof of concept.
Where else will Bloc scan?
Aside from geographical expansion, Dickens noted that Bloc also intends to launch an apparel line as it looks to expand into a national brand. Bloc already offers “curated playlists” accessible through its website that features mixes from New York City-based DJs. Dickens said the playlists align with the brand’s inclusive approach, a core tenant of its positioning, and is also the reason that the “Cool Sh*t To Do” list can be accessed through its website without the purchase of the cocktail.
“It makes it more democratic,” he explained. “We didn’t want to put up gates before we established ourselves — the core business is cocktails. We want to build out the events side of things in a really compelling and interesting way but if we started saying it was exclusive to certain people it just didn’t feel like it was well-matched with that idea of supporting culture and giving people access to more interesting stuff so we can all partake in this culture comeback.”
Bloc isn’t the first beverage company to embrace QR codes for mission-driven positioning or to increase consumer engagement. Last year, Diageo launched a Single Malt Scotch whisky bottle for Father’s Day that allowed consumers to gift a bottle with a personalized message that the recipient could be accessed through the QR code label. Similarly, Super Coffee launched a QR code-driven marketing campaign to showcase the brand’s healthy living message.
However, Bloc’s QR code use is positioned at the forefront of the brand itself, and according to Dickens, its use will evolve alongside the company as it scales.
“We have this portal, this QR code, that scans through to a place that we can change by city, day-to-day,” he explained. “It opens up the potential for really interesting partnerships, for people that have a moment in time that they want to put some attention towards. We can hijack that by sending the consumer to that place. The ideas and business model will come as we start talking to different partners that have different goals because we have built that creativity into our roadmap.”