Bourbon Brand Owner Now Owns His Customers

Bourbon Brand Owner Now Owns His Customers

Spirits Marketing
Bourbon brand owner now owns his customers. Sam is that bourbon brand owner who now owns his customers. Sam thought he owned his brand's customers. He didn't. He owned a relationship with his distributors. He owned a relationship with a portion of his restaurant and retail buyers. Those business owners taking deliveries from the distributors. In fact, he was 2 to 3 degrees away from owning the relationship with the customers who actually swipe a card and pay to drink the product sold by his "resellers". Agencies have been expert at talking brands and pros like Sam into thinking social engagement, demographic reporting, analytics, and distributor data equate to customer ownership. It doesn't. Let's break it down into what's known as First Party Data, Second Party Data, and Third Party…
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Redefining the Brand Ambassador

Redefining the Brand Ambassador

Spirits Marketing
Shared Spirits is redefining the brand ambassador. Eddie Yoon, a prominent consultant in the world of CPG and previously part of Neilson, states this as the subject matter expert on Super Consumers. "Super consumers aren't random oddballs who buy in bulk. They're emotional buyers who base their purchase decisions on their life aspirations." Think about that. As a spirits, wine, or beer brand, would you rather have brand ambassadors out shilling your brand to people they don't know, don't have a relationship with or care about or would you prefer people who have made their love of your product and brand story a part of their own? This is the tweak to brand ambassadorship Shared Spirits sees coming. What are we doing about it? SMS Delivery Shared Spirits has launched…
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How Jay’s Vodka gets featured in Nashville restaurants.

How Jay’s Vodka gets featured in Nashville restaurants.

Case Studies
How Jay's vodka gets featured in Nashville restaurants. Jay was curious about the Shared Spirits approach after having been referred to SS by his marketing agency. As we learn more about Jay's brand story, his presence in three states and his distribution, we learn he's knowledgeable about how things work. He was previously a distributor in Texas. He still owns a restaurant in Texas. He knows that the distributor for his brand in a new market needs marketing support that helps his brand stand out. What will provide the distributor's on-premise team the right story to excite them enough to prioritize sharing the brand with the right operators? Let's make some safe assumptions.  The product and packaging are great.The distributor has some material and leave-behinds for operators.There is a unique promotion offer for the…
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Marketing attribution for spirits, wine, and beer brands.

Marketing attribution for spirits, wine, and beer brands.

Spirits Marketing
Marketing attribution for spirits, wine, and beer brands is considerably far behind other businesses. I am a fan of Sudipto Ghosh's definition of marketing attribution. The following definition is found this MartechSeries.com article. "Marketing Attribution is defined as the process of attributing the source and their outcomes in terms of ROI of conversions across multiple campaigns at different customer touch-points. Before getting started with attribution, marketers need to identify these touch points. Each touch point will have its marketing attribution model. These models determine how the organization endorses leads generated from campaign touch points."https://martechseries.com/mts-insights/staff-writers/everything-you-wanted-to-know-about-marketing-attribution/ Seems fairly clear doesn't it? In most cases, the spirits, wine, and beer industries have no clue from where their end customer comes. How do we know this? The success of any significant spirits, wine, and beer brand is…
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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.

Spirits Marketing
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 often during the pandemic—some much more than that—according to researchers from RAND Corp. and Indiana University. via https://news.crunchbase.com/news/vc-funding-online-alcohol-sales-startups-wine-craft-cocktails/ This phenom is the driver in alcohol related investments. I'm a skeptic on the midterm…
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Spirits and wine sampling should deliver relationships

Spirits and wine sampling should deliver relationships

Spirits Marketing
Spirits and wine sampling should deliver relationships. If it doesn't, why not? Over the course of writing this post, we are asking ourselves, and you, some tough questions. As a spirits brand, are you building relationships that do not require distributor personnel? Are you doing anything differently from the competition to enhance relationships with your key on-premise accounts? Doing things better or leading on price is a non-starter. What are you doing that is different? When the marketing people say they know who buys your product, how do they really know? Sure they know the distributors who buy. They know the retailers and restaurant and bar accounts. Do they know who actually buys and loves your product? We ask these questions to get your thinking juiced up. We've asked people…
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Marketing Your Beverage Program with Sampling as a Service Software

Marketing Your Beverage Program with Sampling as a Service Software

Spirits Marketing
Marketing your beverage program with Sampling as a Service Software is fun, easy, and nearly free! Nearly means, it costs you nothing but a little time. This isn't meant to be an all inclusive list of how to leverage our system. We know the best ideas and implementations are yet to come!  Here are some suggested ways to leverage the platform. 1) Knowing that many of your customers would "gift" cocktail, wine, and beer experiences with friends, colleagues, and consider a "Flight". Flights are terrific ways for customers to experience your environment in new and exciting ways.  If you're a cocktail forward establishment, consider and flighted cocktail series or a flight of single malts for example. Those establishments with a great wine list may consider posting up a wine sampling series that…
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How Jim used beverage marketing software.

How Jim used beverage marketing software.

Case Studies, Spirits Marketing
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 in the Shared Spirits system is a redeemable cocktail, wine, or beer. The drink credit has to be redeemed in the targeted establishment. So back to Jim. Jim is the…
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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 Marketing
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 is important to show some love to some companies that get it. Let's look at an example. Lara Krug, vice president of marketing for Stella Artois, a brand of St.…
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We Own Alcohol Industry Digital Activation

We Own Alcohol Industry Digital Activation

Spirits Marketing
We own alcohol industry digital activation. There, I said it. In Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, the breakout book on category design by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney, it's argued that companies shouldn't just want to compete if they intend to survive. They should instead seek to create an entirely new category. This category can be thoughtfully designed and intentionally dominated. Successful companies end up owning the category they created. By the time others have found out what happened, it's too late for anyone to catch up. One of the key takeaways in my read of the book is that I hadn't adequately owned the category my company created. That crap is over. We own alcohol industry digital activation. It's…
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