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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Campaigns for Spirits Brands Should be Measurable

Campaigns for Spirits Brands Should be Measurable

Spirits Marketing
When Shared Spirits sought to bring technology to the market, we felt campaigns for spirits brands should be measurable. It's interesting. Brands have known about our work but still found it difficult to justify measuring their campaigns in truly accountable ways. It's as though decision makers in the spirits and wine world don't really want to know the truth about their marketing activities. Marketing in the spirits space hasn't been strategic. It's been more of a carpet bomb philosophy. "If I spend it this way, the brand's case counts 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 an annual basis? This is how Shared Spirits views marketing.…
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The Three Most Popular COVID Era Cocktails

The Three Most Popular COVID Era Cocktails

Spirits Marketing
Alcohol sales for the past three months have grown by 27%, CNN reports as of June 10th, 2020. We thought it was a great time to share the three most popular COVID era cocktails. Even as some bars and restaurants reopen, alcohol delivery services like Drizly, which reports a 400% increase in sales, continue to do a booming business, Bloomberg reported. With bars and restaurants closed or nearly closed, it makes sense that recent sales trends depict the massive shift in where consumers buy and ultimately where they consume their adult beverages of choice. Compared with this time a year ago, during the seven-week COVID-impacted period ended April 18, brick-and-mortar alcohol dollar sales were up 21%, while online sales of alcohol have skyrocketed to over 2X that of a year ago, up 234%. Fast…
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