Spirits Marketing Archives - Page 5 of 9 - Liquid to Lips Marketing.

Spirits and Wine Brands Support On-Premise Accounts While Growing Depletion

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…

By Shared Spirits

Sales Feedback is so Valuable

Sales feedback is so valuable. It is not always fun. I recently approached a local hospitality group on Facebook that had a section for Mentors. I approached a few people feeling I could have a short conversation. I wanted to talk about what Shared Spirits had built. During this period, approached 10 mentors with a quick request. Have a conversation with me. The request included my offer to pay for their time. My goal? Share our new beverage marketing software pricing plan. As a CEO, it's my job to be able to sell our product, our company, our investment potential,…

By Shared Spirits

We Own Alcohol Industry Digital Activation

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…

By Shared Spirits

Moving the adult beverage business to digital activation.

Utilizing the Buyer Utility Map framework from Blue Ocean Strategy, found in the breakout business text Blue Ocean Shift, I'll demonstrate why we are moving the adult beverage business to digital activation. In this case, the buyers of sampling and tasting programs are spirits and wine brands and occasionally, the distributors that have agreed to rep their products. Be mindful that in today's spirits and wine business in the US, the distributor has literally purchased the products from distilleries and vineyards or "suppliers". There is a LOT of money at stake. Diageo, the world's largest spirits and wine conglomerate with…

By Shared Spirits

Customer Sampling. Big Liquor Budgets $10 to $15 per. But for What?

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…

By Shared Spirits

Collaborators Wanted

Shared Spirits is sharing an important message. Collaborators wanted! A couple of years ago, my company launched a technology allowing for the compliant purchase, sharing, and redemption of individual cocktails, wine, and beer drinks from participating bars and restaurants on our mobile app. We limited the exposure to Nashville, TN. There is no point in growing downloads where you don't have a merchant, bar, or venue footprint with an app like ours. The beta went fairly well. People have received the premise of the technology very well. The biggest value innovation is what we've built behind the app. The C2C…

By Shared Spirits

Hospitality Job Loss. A Problem Worth Evangelizing.

Hospitality job loss. A problem worth evangelizing. "Today's jobs numbers are devastating for our operators and our employees. The industry has nearly three times more unemployed workers than the next closest industry. As we go into 2021, the availability of the vaccine provides some hope, but it will be months before we start to see recovery for restaurants." Sean Kennedy, executive vice president of public affairs at the National Restaurant Association. Sean Kennedy adds, "Owners — from small independents to franchisees — are doing everything they can to survive, but without help from all levels of government, the instability and chaos of…

By Shared Spirits

Bar/Restaurant State of the Industry Report Spring 2021

Liquid to Lips Marketing recently compiled a link to some industry data and launched its method for solving certain problems in the hospitality space with beverage programs. View the Bar/Restaurant State of the Industry Report for Spring 2021. It's a tough time in the restaurant space. 110,000 or more restaurants have closed and millions of lives in the supply chain have been affected. Beverage marketing and events can play a significant role in bringing revenue and employment back. For a look at how some establishments are doing it and recommendations from Shared Spirits, click the image for our Spring 2021 report.…

By Shared Spirits

In-Store Tastings and Holiday Buys

Support Your Local Spiritsand Wine Retailers 400 It's a busy time in the spirits and wine business. Brands know you're considering what to buy for those holiday gatherings, gifts, or COVID-influenced quarantinis. Don't forget to support your local retailers with your purchases. They work hard to see products you love are stocked and in our eyes, they're some of the hardest working people of the pandemic. View the calendar below and if there is a sampling in your area, pop in for a sample of the brand and say hi! The Best Gifts for Whiskey Drinkers, According to Whiskey Fans Connected…

By Shared Spirits

Honoring Our Veterans by Supporting Their Brands

Thank You, Veterans. We Appreciate You!Today, we say cheers to you for taking part in protecting our country, our country's interests, and our way of life. You've often come back with wounds we who haven't served can't even imagine. Honoring our veterans by supporting their brands. We salute you!A Short List of Brands Owned by or Supporting Veterans It’s soon to be Veteran's Day. Most of us have connections to a veteran. Many have lost loved ones and our hearts go out to those who have a loved one that paid the ultimate price. We wanted to share a couple of lists…

Category: Spirits Marketing