Sampling Spirits and Wine. A Guide.

Sampling Spirits and Wine. A Guide.

Spirits Marketing
Sampling spirits and wine. A guide. I recently ask a simple question to a marketer of bourbon. "Does the brand care whether or not it has a relationship with the customer who actually drinks its product?" He immediately said yes. They had set aside a boat load of money to work the direct to consumer market. The way this is currently done is via legal shippers and delivery companies. Examples may include Drizzly or some other company that has built methods to compliantly ship. In other conversations I have been asking, how much do you spend to get someone to sample your product? I immediately follow up with, "Do you have any metric on the consumer's life time value to your company?" By this time, in most cases, the eyes…
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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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Sampling as a Service ROI

Sampling as a Service ROI

Case Studies, Spirits Marketing
A wine supplier recently asked us about our Sampling as a Service ROI. We thought it an odd question given the ROI of any supplier spend is largely unmeasured. Ultimately, case counts are the only measure being considered by the spirits and wine industry. However, when you're launching a new category, in our case digital activation, you have to educate people to new language. We're using this post to layout an example of sampling as a service ROI. In the graphic below, you see a table featuring hard metrics, these are measurable metrics. Soft metrics are important and in this case, much of what is included surrounds messaging and the relationship building part of brand awareness. Sampling as a Service Technology ROI Let’s go through a tangible example.  Let’s assume…
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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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In-Store Tastings with Engagement

In-Store Tastings with Engagement

Spirits Marketing
Suppliers and brands in the spirits and wine business have been settling for less. They deserve in-store tastings with engagement. Engagement from the customers who frequent the retail stores and have the greatest potential to buy their products. The current in-store tasting generally occurs via an agency that sends out a young attractive female who spends more time on her phone than engaging with the consumer and proactively inviting them to the table to experience the brand and its story. A look across other industries is warranted. In Blue Ocean Strategy terms, this look across alternative industries is important because there are important takeaways from borrowing what happens in those industries. Let's take a look at the conference or convention model. Expos in conferences feature the booth where participating companies…
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The Future of Virtual Tastings. My top five predictions.

The Future of Virtual Tastings. My top five predictions.

Spirits Marketing
Many of us have taken part in what I call the future of virtual tastings. These online experiences, primarily on Zoom, are sometimes informative, fun, and a welcome diversion. It's time to share the future of virtual tastings and my top five predictions. Do they take the place of being side by side and across the table from someone interesting? Not yet. That may come. My best online experiences around cocktails and wine have been the impromptu "happy hours" arranged with another couple. We FaceTime or Zoom and have a fun conversation like we would at one another's home or out at a bar. Happy hours at home We trade cocktail recipes, play a game conducive to online platforms, or just chat for an hour or so. Candidly, I like…
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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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Writing Bartenders Wanted

Writing Bartenders Wanted

Spirits Marketing
Why would a spirits, wine, and beer post writing bartenders wanted? Creative bartenders should spend this time in history to build a personal brand. Shared Spirits Marketing has invested heavily in technology that will serve bartenders with brands well when on-premise spirits, wine, and beer spending starts again. What opportunities exist now? Virtual events are significantly growing. Some agencies that served brands on key on-premise campaigns have been slow to navigate these new opportunities. For the writing bartender, posting thoughtful content on our platform, opportunities will come. Brands are showing a willingness to support bartenders in creative ways. How so? Shared Spirits Marketing is launching a Bartender Directory. Key features include personal profiles, links to the articles, videos, and posts that the bartender publishes. The participating bartender will have the…
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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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