By Shared Spirits

The LTL Advantage – Beyond the Pour

Sampling programs should be more than just in-store tastings. They should drive real sales, meaningful data, and retail relationships that outlast the event itself. We would like to share the LTL advantage, it is beyond the pour. At Liquid to Lips Marketing, we believe every sampling campaign is an opportunity to enhance your brand’s strategy. Whether you’re managing multi-market sales, optimizing distribution, or gathering competitive intelligence, we’re more than just a staffing agency—we’re a strategic partner. Data-Driven Decisions Brands like Michelle’s RTD line and Steve’s whiskey portfolio rely on real-time data to make informed decisions. LTL provides market-level reports, conversion…
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By Shared Spirits

The State of US Alcohol Sampling and Promos

In-Store Sampling & Tasting Market Overview; the state of US alcohol sampling and promos. Market Size and Annual Spending on Sampling Events Product sampling and in-store tasting is a significant marketing channel in the U.S., especially for alcohol brands. Globally, experiential marketing (which includes sampling events) was estimated at $128.3 billion in 2024 (Global experiential marketing spending 2019-2024 - Statista), and the U.S. is a major contributor to that total. Within the U.S., tens of millions of dollars are spent annually on in-store demos and sampling promotions. For example, one benchmark analysis of nearly 30,000 U.S. wine tasting events recorded…
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By Shared Spirits

Liquid to Lips and Alcohol Beverage Marketing

Liquid to lips and alcohol beverage marketing is still the most common industry term used when talking about sampling and activations in the spirits, wine, and beer industries. Here at LTL, we have been on a quest to find out what value brands receive from in-store sampling spends. We can’t claim that our findings are definitive. We can say with confidence that our observations are accurate after 10 years of study and 4 years of operations. The prompt and motivation for this post comes from a recent email exchange with an experienced brand leader who remains convinced that marketing a…
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By Shared Spirits

Alcohol Bev Customers CLTV, Do You Knows Yours?

In today’s world of data collection and loyalty programs, brands still don’t know what their customers are worth. Alcohol bev customers CLTV, do you know yours? 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 lifetime 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…
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By Shared Spirits

Improving Liquid to Lips Results in Retail

Improving liquid to lips results in retail spirits and wine stores is possible! Spirits, wine, and beer brands—you’re being shortchanged. And if you’ve ever run a retail sampling, you probably know how hard it is to improve liquid to lips results in retail. At Liquid to Lips Marketing and Liquid to Lips Marketing, we’ve taken a hard look at improving liquid to lips results in retail as brands attempt to attract new customers. The efforts aren’t necessarily bad, but the results? More often than not, they fall short. The Problem with Traditional Retail Samplings In today’s U.S. alcohol market, distributors purchase…
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By Shared Spirits
Four Tips for New Alcohol Brands Starting Sampling Programs

Four Tips for New Alcohol Brands Starting Sampling Programs

In recent months, we've worked with numerous brands that are expanding their in-store sampling programs. It's time to share four tips for new alcohol brands starting sampling programs. Research is starting to show that brands are not always built on-premise. That adage is starting to fade. The traditional education provided by bar staff has taken a back seat to social media accounts that emphasize mixology and brand education. Store sampling is more important than ever. Liquid to lips is the mantra everyone in the industry knows. So what are the systems needed to succeed? Let's first share some of the…
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By Shared Spirits
How to Create Beverage Program Collaborations and Partnerships

How to Create Beverage Program Collaborations and Partnerships

Building partnerships with local distilleries, breweries, and beverage suppliers can be a fantastic way to enhance your restaurant's offerings, attract more customers, and create a unique dining experience. Here are some steps to help you forge these partnerships and create beverage program collaborations and partnerships. Research and Identify Potential Partners:   - Start by researching local distilleries, breweries, and beverage suppliers in your area. Look for ones that align with your restaurant's concept, values, and target audience. Attend Industry Events and Networking:   - Attend local food and beverage industry events, trade shows, and networking events. These provide opportunities to meet potential…
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By Shared Spirits
A Guide to Creating In-House Cocktail Promotions and Events

A Guide to Creating In-House Cocktail Promotions and Events

Designing and executing successful cocktail-themed events and promotions requires a combination of creativity, attention to detail, and effective marketing. A Guide to Creating In-House Cocktail Promotions and Events. Define Your Goals   - Clearly outline the objectives of your event. Are you aiming to boost sales, attract new customers, or promote a new cocktail menu? Understand Your Audience   - Know your target audience and tailor your event to their preferences. Consider factors like age, interests, and demographics. The more you know about your audience, their drink choices, and so on, the more likely you'll find alcohol suppliers willing to financially support…
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By Shared Spirits
Digital Marketing Strategies for Your Alcohol Beverage Program

Digital Marketing Strategies for Your Alcohol Beverage Program

In this section, we're highlighting three major areas where a digital strategy for marketing your alcohol beverage program will be very important. While the tactical is touched on here, view this section as an effective way to prep yourself for discussing the strategy with your employees, staff, or contractor assigned to the effort. Building an effective restaurant website with a dedicated cocktail section Creating an effective dedicated cocktail section on your restaurant's website can help entice customers and showcase your offerings. Here are some steps and tips to consider when building this section: Clear NavigationEnsure that your cocktail section is…
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