Scott Braun, CMO of Drizly, speaks with eMarketer vice president of business development Marissa Coslov about trends in consumer spending behavior and ecommerce sales of alcoholic beverages during the coronavirus pandemic.

Premixed cocktails are having a moment

The CPG industry will increase its investments in digital advertising this year as strong sales of essential goods and personal care products—particularly on ecommerce platforms—gave advertisers reasons to keep spending during the pandemic.

For example, virtual influencer Noonoouri starred with Chinese actor Li Xian in a campaign for luxury menswear brand Ermenegildo Zegna, and Luo Tianyi has endorsed major consumer brands including Gillette, KFC, Pizza Hut, Tide, beverage brand Vitasoy, and local cosmetics company Pechoin.