Customer Sampling. Big Liquor Budgets $10 to $15 per. But for What?

Customer Sampling. Big Liquor Budgets $10 to $15 per. But for What?

Spirits Marketing
I was reading through a significant liquor supplier's marketing plan deck. It was a deck associated with a particular year's go to market plan. Customer sampling cost of $10 to $15 per sample to the consumer was the planned spend for the year. The difference between $10 and $15 was determined by the nature of the event or activation as we call it in booze marketing. Screen grab from a big liquor marketing deck This informs you immediately as to the extremely high cost of sampling customers in the spirits, wine, and beer industry. What are satisfactory metrics for these brands? Social reach/engagementMedia impressionsBuilding relationshipsAbility to leverage key accounts Do you notice what's not listed? Data, knowledge or relationships with customers, data that bridges the gab between these activations and…
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Meet the Founders of Kentucky’s First Black-Owned Spirits and Wine Distributorship

Meet the Founders of Kentucky’s First Black-Owned Spirits and Wine Distributorship

Industry Interviews
Shared Spirits Marketing CEO and Co-Founder had the honor of chatting with Kelvin Young Jr. and DJuan Ditto, the founder of Kentucky's first black-owned spirits and wine distributorship. You read it right. It took till 2020. I've known Kelvin for some time now and have tracked he and his business partner Djuan's incredible journey through building a company that qualifies for licensing. This is a federally and state level regulated industry. It's complex. The grit it takes to form a business and meet certain requirements well before one can expect revenue opportunities of any kind is commendable. Check out the interview below! You'll notice, these guys stopped in the middle of a busy day, in their cars, to take this interview. https://youtu.be/fYoqNmvZCik One of the things I admire most about…
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