Over 750 spirits are featured on NBTV Channels new Spirits Network, the first shoppable entertainment network. It’s available as an OTT platform, delivering content through an internet connection rather than a traditional cable or broadcaster provider.
The channel will feature no advertising, we’re told. Original and licensed entertainment ranges from 8-18 minutes and is never interrupted other than the ‘buy bar’ which is shown at certain queue points for a few seconds and then falls back into the tray. If a viewer decides to visit the brand offer and not to buy, he is brought back to the same point in the show.
The Spirits Channel combines expert product curation with original content that gives members the story behind the bottle and the people who create it. Spirits Network product selection is supported by experts across all spirits categories, led by Flavien Desoblin, from NYC’s Brandy Library and Copper + Oak lounges.
It will also be supported by other curators and experts including internationally-renowned bourbon expert Fred Minnick, mixologist Rob Floyd and celebrity friends. The products they have selected bring together the most exclusive brands – both craft and commercial – all available for real-time purchase through proprietary click-to-buy technology.
“This is the future of media,” says NBTV Chairman & CEO and Spirits Network co-founder Nick Buzzell. “This isn’t an analog business anymore, and we’re creating a new kind of network without interruptive commercials that bring product experiences directly to consumers. For example, we’re working with Diageo, a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer, to tell stories, like how Don Julio Gonzalez (of Tequila Don Julio) made tequila for his friends, as well as the brand he created.
“These are entertaining stories first and, at the same time, a celebration of premium spirits and the community that enjoys them.” Buzzell said. Further, as a leader in this space, we are proud to work with the Distilled Spirits Council of the United States and Responsibility.org to integrate responsibility into everything we do.”
“The Spirits Network is an exciting new technology venture we’re piloting this year that is designed to bridge the gap between content and commerce,” said Devin Nagy, Director of Technology and Emerging Platforms at Diageo NA. “Our brands have such great stories to tell and we’re committed to exploring new ways that we can deliver content and experiences that are shoppable. This new platform will allow us to leverage the rise in popularity with OTT platforms to learn about this change in content consumption habits amongst consumers.”
Original and licensed entertainment ranges from 8-18 minutes and is never interrupted other than the ‘buy bar’ which is shown at certain queue points for a few seconds and then falls back into the tray. If you do decide to visit the brand offer and decide not to by, you are brought back to the same point in the show, David Abrams, a spokesman for NBTV told us.