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…
