wine marketing Archives - Page 4 of 4 - Liquid to Lips Marketing.

Build Your Brand With Strategy, Not Tactics

Strategic frameworks around brand building are more important now than ever before. The questions you ask are more important than the answers. You must build your brand with strategy, not tactics. As a spirits, wine, or beer brand owner or supplier, you need to pivot in today's marketplace. The six-paths framework from Blue Ocean Strategy will be helpful in your product and market development. “Note the objective is to adopt trends and then ultimately SHAPE them.“ In looking at trends across time let us first qualify what constitutes a trend. A trend will significantly shape what buyers value over time.A…

By Shared Spirits

Meet the Founders of Kentucky’s First Black-Owned Spirits and Wine Distributorship

Liquid to Lips Marketing CEO and Co-Founder had the honor of chatting with Kelvin Young Jr. and DJuan Ditto, the founder of Kentucky's first black-owned spirits and wine distributorship. You read it right. It took till 2020. I've known Kelvin for some time now and have tracked he and his business partner Djuan's incredible journey through building a company that qualifies for licensing. This is a federally and state level regulated industry. It's complex. The grit it takes to form a business and meet certain requirements well before one can expect revenue opportunities of any kind is commendable. Check out the…

By Shared Spirits

Does Your SWAG Spend Lead to Real ROI?

Not a complicated question really. Does your SWAG spend lead to real ROI? Do the hats, drink holders, bottle openers, and bar tools your agency convinced you to buy actually lead to measurable sales for you? In 2011, 29% of $3.45 billion in marketing dollars went to point of sale promotional items. In today's world of COVID-19 do you even have accounts that want the stuff? Learn more about our TAG for SWAG Points Program. We have technology and systems that add your merchandise into an online inventory. We share a portion of that in visible ways in a SWAG…

By Shared Spirits

Writing Bartenders Wanted

Why would a spirits, wine, and beer post writing bartenders wanted? Creative bartenders should spend this time in history to build a personal brand. Liquid to Lips 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?…

By Shared Spirits

Campaigns for Spirits Brands Should be Measurable

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…

By Shared Spirits

Three Steps to Virtual Activation

There may be no better time to bring a spirits or wine product to market than right now. Take a hard look at these three steps to virtual activation. Consider this The current crisis has leveled the playing field. On-premise payola, yes, there, I said it, is of little value. Big brands just don't have the same advantage they used to have. They can't just charge into a big account, pay huge dollars for sponsoring a playlist or some other nonsense and muscle your brand out of the way. Your brand has the ability to leverage digital in true guerrilla…

By Shared Spirits

Three Reasons to Rebate

Suppliers and manufactures of adult beverages need good reasons to spend marketing money. We offer three reasons to rebate. Let's get right to it. One: You don't know who your customer really is. We've been pounding this point for years. Your agency has been telling you social engagement tells you enough about your demographic to know who your customers are. Not true. You don't know who your customer really is. There are no metrics in place in your current campaigns measuring the lifetime value of your customers. The right supplier retail rebate program with three reasons to rebate can deliver…

By Shared Spirits

Five Steps to Your Profitable Virtual Event

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. Liquid to Lips 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,…

By Shared Spirits

Four Current Ways to Improve Your Sampling

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…

By Shared Spirits

My customer is worth how much?

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…

Tag: wine marketing