Spirits brands know what they don’t know.

Spirits brands know what they don’t know.

Spirits brands know what they don't know. They just ignore the importance of that knowledge. The alcohol business is one of the few businesses that has no visibility on the end user of their products. Due to our three tier tax system, the tax collection and regulatory framework around liquor taxation and distribution, alcohol brands have little contact with their real customers. You know, the ones that drink their products. In our company's years of business, we have never seen a brand pursuing relationships with their end users. Massive resources are spent on retail, mass media, out of home, distributor…
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Angel’s Share will apply to alcohol related investments not just distiller’s barrels.

Angel’s Share will apply to alcohol related investments not just distiller’s barrels.

Angel's Share will apply to alcohol related investments not just distiller's barrels. 4% to 10% of unfinished bourbon in the barrel evaporates away. This is known as the angel's share. $1.25 billion has been invested in alcohol related startups up to October 31st, 2021. Why would I suggest that these investments may not perform as expected or hoped? Let's take a look at some details. Online alcohol sales jumped 234 percent year over year in the early weeks of the pandemic, global data analytics company Nielsen Corp. reported in 2020. Months later, many Americans said they were imbibing 14 percent more…
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How Jim used beverage marketing software.

How Jim used beverage marketing software.

Jim used beverage marketing software. We'll find out how but first a question. What is beverage marketing software? Shared Spirits conceived and built a mobile app and underlying software system that allows spirits, wine, and beer brands to leverage marketing spends in new ways. Software becomes exponentially more valuable when it is used by multiple parties. The more people in a supply chain use the tool, the more valuable it becomes for all users. Shared Spirits software compliantly converts marketing dollars from restaurants, bars, and brands to digital drink credits. What's a digital drink credit? A digital drink credit represented…
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Spirits and Wine Brands Support On-Premise Accounts While Growing Depletion

Spirits and Wine Brands Support On-Premise Accounts While Growing Depletion

Spirits and wine brands support on-premise accounts while growing depletion. How so? I've been doing considerable research on the state of the industry lately. Workforce issues lead the list as the biggest issue facing operators. Margins remain razor thin and some hours have had to be modified to account for staffing issues. Here at Shared Spirits, our focus for the year is the restaurant or bar operator that's been killed via covid-19 hurdles. We have some thoughts on how the spirits, wine, and beer industries may support these key on-premise partners and still win in ways never before imagined. It…
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A Way to Drive Foot Traffic into Your Bar or Restaurant

A Way to Drive Foot Traffic into Your Bar or Restaurant

A Way to Drive Foot Traffic into Your Bar or Restaurant. When Shared Spirits sought to bring technology to the market, we felt spirits, wine, and beer marketing should be a way to drive foot traffic into your bar or restaurant. Marketing in the independent restaurant and bar space hasn't always been strategic. It's been more of a carpet bomb philosophy. "If I spend it this way, the numbers will go up." The real definition of success? Shouldn't the real definition of success be the cultivation of lifelong customers and perhaps even knowing how much they spend with you on…
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Does Your SWAG Spend Lead to Real ROI?

Does Your SWAG Spend Lead to Real ROI?

Not a complicated question really. Does your SWAG spend lead to real ROI? Do the hats, drink holders, bottle openers, and bar tools your agency convinced you to buy actually lead to measurable sales for you? In 2011, 29% of $3.45 billion in marketing dollars went to point of sale promotional items. In today's world of COVID-19 do you even have accounts that want the stuff? Learn more about our TAG for SWAG Points Program. We have technology and systems that add your merchandise into an online inventory. We share a portion of that in visible ways in a SWAG…
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Five Steps to Your Profitable Virtual Event

Five Steps to Your Profitable Virtual Event

If you're an independent restaurant, you may wish to learn five steps to your profitable virtual event. Note! This post isn't meant to solve all the problems that plague the restaurant business. We're providing a way to supplement takeout and curbside pickup revenue. Shared Spirits Marketing recently facilitated a successful virtual event for a well established independent operator in Nashville, TN. Read about it here. So, let's get started. Remember, the goal is to build sales for both the restaurant and the spirits, wine, or beer brand. Step One: If you're a restaurant operator. Invite a wine brand, beer brand,…
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My customer is worth how much?

My customer is worth how much?

In today‚Äôs world of data collection and loyalty programs, brands still don't know what their customers are worth. Brands would like this information. There are ways for them to obtain it. It's not rocket science. Let us start with a basic definition of customer life time value or CLTV. "CLTV is the value a customer contributes to your business over the entire lifetime at your company. It is a very important metric and is used while making important decisions about sales, marketing, product development, and customer support." This definition is from the Economic Times. In February 2015, Nielsen fielded an…
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