Meet the Distiller. H Clark Distillery

Meet the Distiller. H Clark Distillery

Industry Interviews, Spirits Marketing
Sherman G. Mohr of Shared Spirits Marketing and Nextupatthemic.com had an opportunity recently to meet the distiller. Heath Clark of H Clark Distillery shared a few minutes with Sherman to discuss the history of the distillery and much more. Heath Clark is a well respected health care industry lawyer located in Williamson County Tennessee. Over the course of years, his passion for launching a new distillery grew. We found this was the case due to early inspiration. Heath's family members have been employed in Tennessee's distilling business for 40 years. His family's association with one of the globally known brands served to inspire his path to founding H Clark. Thankfully, Heath and other legal colleagues played a significant role in convincing the Tennessee State Legislature to pass new laws allowing…
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A Look at Online Cocktail Competitions

A Look at Online Cocktail Competitions

Spirits Marketing
Many of us in the spirits, wine, and beer marketing world are taking a look at online cocktail competitions. We have had talks with hospitality and entertainment pros. There is a consensus. Large group gatherings are a year away. After doing some research, we found there is a shortage of virtual events featuring bartenders. Agencies should be promoting bartenders in virtual contests as part of the promotion of liquor and wine brands. In most cases, online events appear to be outgrowths of organizers being forced to move a previously scheduled event into a virtual format. Here's one example. The bartender/mixologist cocktail competition needs to be reinvented. Possible ideas? One should always integrate tastings into the viewing experience. Act to leverage localized retail store locations for easy brand pick up. By…
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You May Want to Run a Virtual Cocktail Club?

You May Want to Run a Virtual Cocktail Club?

Spirits Marketing
How do you grow influence, build connections, and reinforce relationships during COVID-19 and after? You may want to run a virtual cocktail club. Many of us were doing networking luncheons, going to after work happy hours, and attending post workday networking events prior to March 2020. Those things are so 2019! The networking world is more viable via virtual meetings than you may realize. Shared Spirits Marketing is a spirits, wine, and beer marketing company. We have been coordinating spirits, wine, and beer club type events for years. So, why would you want to run a virtual cocktail club? If you ran events in the past that allowed people to connect at the bar or via a wine or cocktail or beer themed event, your audience may respond positively to…
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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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Five Steps to Your Profitable Virtual Event

Five Steps to Your Profitable Virtual Event

Spirits Marketing
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, or spirits brand to take part. This is important. It provides value, additional audience, and most importantly, a company such as Shared Spirits Marketing or a distributor to help you.…
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Four Current Ways to Improve Your Sampling

Four Current Ways to Improve Your Sampling

Spirits Marketing
1) Target your audience in conjunction with key on-premise and retail accounts. One of the better explained "liquid to lips" campaigns is explained on the Portma.com site found here: http://portma.com/tag/spirits-sampling An excerpt below: "The brand teams conducted on-site surveys at various liquor stores in three US regions: New York-New Jersey (NY-NJ), Eastern Pennsylvania (PA), and North Florida (FL). We also had a plethora of field staff reporting data available to link with the survey results. There were differences in impact between the regions, which field staff reporting identified. The program was centered on the “liquid-to-lips” experience, so we tracked the number of samples distributed in each market. Another program objective was to generate on-site bottle sales following the liquid-to-lips experience. An easy metric to measure the success of that effort is on-site…
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My customer is worth how much?

My customer is worth how much?

Spirits Marketing
In today’s 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 English-only survey of more than two thousand adults in an attempt to determine which alcoholic beverage drinkers are the most open to trying new brands. They interviewed beer, wine, and…
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Become a unique spirits brand ambassador!

Become a unique spirits brand ambassador!

Spirits Marketing
If this headline, a unique spirits brand ambassador caught your attention, then we may be what you're looking for in your path to spirits industry expertise and representation. Shared Spirits Marketing does marketing in the following areas. EVENTS ACTIVATIONS INTERACTION – ENGAGEMENT IN-STORE TASTINGS SUPPLIER RETAIL REBATES THE SHARED SPIRITS APP AND CAMPAIGN MANAGEMENT MACHINE All of these areas are tied to our Campaign Management Machine technology. This tech provides spirits, wine, and beer brands to do campaigns with Shared Spirits, events, real or virtual, supplier retail rebate programs, and activations of all kinds and do compliant marketing in ways never before conceived. Imagine this. You are an empowered Ambassador with a platform to engage andcapture consumers for life! You've moved away from traditional tactics & spends, and track everydrink…
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