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  1. A lot has changed in the 7 years we have been doing training. One of the most interesting is how the market has changed. We used to have people attend that intended to make the spirit they like to drink and then sell it. That is not the case now. Even in other industries in the US; the make it and then go sell it has changed. Now more than ever targeting your customer base is important and recognizing those changes too. Take Millennials, They can order everything off the phone. They demand things Boomers never would think of. This includes the booze they drink. Take a look at our blog post Millennials Move Market Cheers, Deanna
  2. A lot has changed in the 7 years we have been doing training. One of the most interesting is how the market has changed. We used to have people attend that intended to make the spirit they like to drink and then sell it. That is not the case now. Even in other industries in the US; the make it and then go sell it has changed. Now more than ever targeting your customer base is important and recognizing those changes too. Take Millennials, They can order everything off the phone. They demand things Boomers never would think of. This includes the booze they drink. Take a look at our blog post Millennials Move Market Cheers, Deanna
  3. Hi everyone. We're in the midst of finalizing some of the final preparations for our distillery prior to making purchases and moving forward with our business plans. We've got 12-month cash flows, production plans, limited debt, adequate financing and several years' worth of P&L projections along with conservative budgeting for Murphy's law. However, I just received a sales report from the NC ABC (the state where we will most likely initiate sales of our first product line), which I'm still trying to interpret. The report includes quantities of spirits sole over a 12-month period. The person at the ABC who provided it said the report is quantities of bottles, but I have a hard time believing it's bottles and not 9L cases, as some of the numbers for businesses I know sell only in NC are quite low (i.e., low single digits). If some businesses have only one product and they are selling only one bottle per month in the state, I don't see how they could remain in business. With that in mind, we're planning for first year sales of around 1,000 to 1,200 9L cases. Is this figure a reasonable expectation, particularly if we're focused on distribution to a control state with plans for rapidly expanding to other states? We have calls in to clarify this report, but are concerned about the reliability of the information. Does it seem feasible for big producers in the state to be selling only about 400 bottles (33 cases) of product on a monthly basis? We're not yet at the point of no return. I'm trying to verify our thesis before we get to that point. Thanks for your input.
  4. Mid-Atlantic Sales Representative, One Eight Distilling One Eight Distilling, LLC is seeking a full-time Mid-Atlantic Sales Representative to join our team. One Eight Distilling opened to the public in 2015 and currently produces District Made Vodka, Ivy City Gin, and our Rock Creek whiskeys, all from our distillery located right in the nation’s capital. We distribute our spirits to more than 80 on-premise and off-premise accounts throughout the city and are looking to partner with distributors and expand to neighboring states in the near future. Become a part of a vibrant small business poised to become a force in the craft distilling industry. Job Description: This is an entry-level sales position. The Mid-Atlantic Sales Representative will work with our CEO and Marketing and Events Manager on all aspects of the business but with a focus on opening new accounts and increasing sales. As part of a small start-up, the Sales Representative must be willing to work flexible hours and wear many hats, including attending promotional events, assisting during tasting room sales hours, giving distillery tours, and assisting other staff at marketing and promotional events. The position involves regular evening hours and half days on Saturday. It will involve regular travel throughout the mid-Atlantic area. Essential Job Functions and Responsibilities: Open new sales accounts, present One Eight Distilling’s products to on-premise and off-premise accounts Work with distributor sales teams to build and strengthen points of distribution Conduct bartender and waitstaff educational events Conduct product tastings and attend promotional events on a regular basis Communicate events and customer-tie ins on social media and to distributor relationships Support and communicate regularly with existing accounts Develop and maintain competitive information for regional marketplace Drive sales and brand awareness through cocktail and menu placements Provide bi-monthly reports on contacts and leads Applicant Qualifications: Experience in the mid-Atlantic restaurant/beverage industry strongly preferred Outgoing personality with a passion for craft spirits a must 2+ years previous experience in alcohol sales a plus Proven ability to work with little to no supervision and be able to follow directions is essential Be organized and detail oriented Willing to work some long hours, including Saturdays and occasional evenings Valid driver’s license, registered and insured vehicle, and ability to regularly drive throughout the area Ability to lift and move cases of spirits frequently Ability to climb, kneel, and stoop to arrange and display point of sale materials frequently Must live in or near Washington, DC. Relocation expenses will not be covered This position offers the possibility of additional responsibilities in the future. The applicant will be subject to a criminal background check and must have a clean driver’s license. We are accepting applications until May 15, 2015, or until the position is filled. If interested, please submit a cover letter, your résumé, 3 references, and salary requirements to: info@oneeightdistilling.com. One Eight Distilling will not discriminate and will take "affirmative action" measures to ensure against discrimination in employment, recruitment, advertisements for employment, compensation, termination, upgrading, promotions, and other conditions of employment against any employee or job applicant on the bases of race, creed, color, national origin, or sex.
  5. Spoke to a few distributors out of state and getting some surprising responses. 60 day terms? really, in our home state we are Net 30 and very happy with our partner. Is this normal for sales outside of your home state?
  6. Sagamore Spirit is a startup distillery located in Baltimore, Maryland. By joining the Sagamore Spirit team, you will have the opportunity to pioneer the rebirth of the distilled spirits tradition in Maryland and make Sagamore Spirit a national and international brand. With a world-class team of industry experts, experienced entrepreneurs, and brand builders, Sagamore Spirit is poised to be recognized as the distilled spirits leader, starting with our first innovative and ultra-premium product, Sagamore Rye. Scope of Position: Create and implement go-to-market strategies Identify market opportunities and consumer needs. Position will require active involvement in the field, working with ambassadors and distributors to optimize go-to-market strategies Establish trade-marketing plans, including, market objectives, pricing strategies, account action plans, schedules, and assignments. Develop and direct a dynamic brand ambassador program to educate the trade, consumers and press Lead field initiatives with sales and wholesaler partners Build brand awareness by planning, developing, implementing, and evaluating trade marketing programs Develop relationships with key accounts, both on-premise & off-premise: Develop relationships with key influencers in key accounts Drive distribution through cocktail and menu listings in targeted universe Improve visibility and merchandising through tactical POS Create trade pull through customized programming Raise the profile of the brand within the trade Build new distribution and generate incremental sales volume Responsibilities Build the brand – Tell a Great Story, and build a great team Develop and maintain strong relationships with bartenders, account managers, and account owners. Educate the retail and wholesale trade to drive distribution, improve visibility and increase sales Increase in-account visibility with merchandising materials and menu / drink list placements Work with key accounts to develop customized programs that drive consumer trial Use networking ability to target influencers and increase brand loyalty and consumption Provide feedback concerning brand positioning, competitive activities and market trends and report key insights with recommendations for solutions Provide input regarding future marketing / sales plan development Coordinate with Trade Marketing agencies to ensure proper implementation and execution programming Skills & Requirements 5+ Years beverage marketing/sales experience Preferred experience in managing a distribution network in the spirits industry Preferred experience in building and managing team of local ambassadors / key account managers Candidate must be able to operate in a fast-paced, entrepreneurial environment Candidate must be able to foster a culture of accountability and a drive for success Must be creative with experience in grass root sales marketing initiatives, inspiring both internal teams and external agencies. Experience in promotional / guerrilla marketing and event execution Experience with traditional and new media consumer marketing Demonstrated public-speaking, presentation and writing skills Ability to sell, influence and partner with customers and co-workers Ability to manage budgets and provide timely, concise reporting Excellent execution and time management skills; strong attention to detail with ability to take initiative, prioritize and meet deadlines Passion and knowledge of food and drinks as well as cocktail culture
  7. Hello, My business partner and I are finishing up the financials for our business plan for opening up a small batch distillery. Our location and marketing plan call for a tasting room, distillery tours and merchandise available for sale at our facility. We have had great success modeling product sales and expenses from contacts within the ADI, but have not run into any examples of projections of revenue for merchandise and other non-product related sales. I was hoping someone would be able to share their experiences or recommend a good resource to indicate merchandise/tour sales. Any amount of information from the annual number of visitors to sales numbers or even items that you found to be very popular. Thank you all for your help!
  8. Hi Everyone, We've been working hard to develop our business plan to show investors or the bank (we'll need money very soon), but we're having trouble nailing down a realistic number for bottle sales in the first year. I know there's a lot of variation depending on what you sell and where you are, so I'm not looking for that as an answer. I'm just wondering if anyone is willing to share their actual numbers of how they did and what their situation was. Below are our details. Located in Lake George, NY. A very popular tourist destination and only 30 minutes from Saratoga. We will launch with Vodka, Flavored Vodkas, Moonshine and Gin. We will be releasing young whiskey later in the year We have a tasting room on site We have a distributor lined up with a signed commitment letter in western NY. My questions are: What did you do for first yr sales out of the tasting room? Through a distributor? Through self distribution (selling yourself to local bars, liquor stores and restaurants)? How were sales of t-shirts, hats, glasses, etc? I realize your situation may be different from mine, I'm just looking for some real numbers from real distilleries. Feel free to personal message me if you don't want to post it to the public. Thank you all!
  9. Hello Again, ADI! Your members gave us an AMAZING amount of responses to our "Craft Spirits Super Survey." In the coming weeks, we'll be blogging about the results from over 300 Craft Spirits drinkers nationwide. For now, we're putting together another survey! This one will be aimed solely at the people who sell Craft Spirits at retail -- bartenders, bar owners, managers, spirits buyers, etc. We aim to find out what motivates them to buy, recommend, and sell. We're also asking what they don't like in craft spirits as well as what kind of support or tools they want from distilleries... What do YOU want to know? We're happy to include some questions that impact YOUR business! We'll be distributing the survey nationwide and hope to get some great feedback to steer this great industry. As usual, we will blog about the results as soon as we get a decent number of responses. Feel free to respond to this post or email us directly at happyhour@fuelevents.net. If you want to check out our current survey, you can link to it from our home page (fuelevents.net) or here: https://www.surveyplanet.com/survey/eee37548bdb386a3bb221241a194936c Thanks again for your ongoing help and feedback! Jen & Erika Fuel NW Portland, OR
  10. Greetings, ADI! It's Monday, so the Marketing Myth Countdown continues! This week's Marketing Myth: #3 "I Got 99 Problems But Marketing Ain't One" Check it out and let us know what you think! At the end of this week's blog, we ask for your thoughts and comments ... and we would really love to hear from you! You can reply right from our webpage or post something here! Also, this week's Featured Distilleries are: New England Distilling out of Portland, Maine and Sound Spirits from Seattle, Washington. If you want us to feature your distillery in future blogs, just let us know! It's free and we get darned good web traffic! Thanks for your continued readership! Check out this week's blog here: http://www.fuelevents.net/#!fuel-blog/c22sz Cheers, Jen & Erika Fuel NW happyhour@fuelevents.net www.fuelevents.net
  11. So, it's safe to say that wholesale mark up in open states is generally 30%, correct? In control states in which the state acts as a wholesalers, how do brokers (operating as a wholesaler sales force) make money? What is a typical broker fee per case sold? Percentage or flat fee? Example: RNDC, Southern, Glazers, Heidelberg all (or most) act as brokers in Ohio, PA, WVA, VA, MI, Iowa. They don't physically deliver, but have a sales force representing brand portfolio's from multiple suppliers. What kind of margins are they working on?
  12. It's Monday! The Marketing Myth Countdown continues with Myth #4: Marketing is Easy. Also, please take a moment to read about this week's Featured Distilleries: Striped Pig Distillery out of Charleston, South Carolina and Vinn Distillery from Wilsonville, Oregon. Read all about it here: http://www.fuelevents.net/#!fuel-blog/c22sz Thanks, as always, for your support, ADI!
  13. Greetings ADI Forum! We are so grateful for all of you! Every time we post something here, we receive phenomenal comments & insight from your members -- thank you! We have a branding/marketing firm based out of Portland, Oregon with a strong focus on craft distilling. We are passionate about this business and have unparalleled experience in the industry. We won't bore you by repeating here the qualifications listed on our website -- but please do check out our bios (http://www.fuelevents.net/#!about-us/c12q7) and read about the full range of services we offer (http://www.fuelevents.net/#!services/c21wo). We wanted to let you know that we are now accepting new clients for any and all branding, marketing, market research or training projects. Perhaps you have an in-house marketing team but you feel like you want to get to know your consumer base a little better ... we can conduct market surveys or focus groups tailored to your business! Or maybe you feel like your sales team just isn't getting your brand message across to distributors & accounts ... we can conduct in-depth training seminars to turn them into the fierce sales warriors you deserve! Are you brand new to the distilling world? We can create a marketing plan for your business and then either help you implement the plan or turn it over to your existing team (and remember, marketing plans are good to have in your back pocket when you're looking for investors). Please do check out our website -- www.fuelevents.net. We hope you'll see that our passion is in artisan/craft distilling and it is our goal to help grow this entire industry. The initial consultation is free so you've got nothing to lose by contacting us! We look forward to meeting you! Cheers, Jen & Erika Co-founders, Fuel NW 971.678.2602 happyhour@fuelevents.net
  14. Does anyone have a rule of thumb on redemption rates on Instant Redeemable Coupons on spirits? Anyone have any positive or negative opinions on the use of coupons?
  15. Hey all, First of all, we want to THANK YOU! This forum was incredibly supportive of the "Craft Distilling Super Survey" we recently published. We got more responses from this forum than any other on-line resource! We also made great new contacts/friends with distillers across the country! We are grateful! Please feel free to contact us if you want to talk about the results to any specific question in the survey. It is easiest to reach us via email at happyhour@fuelevents.net. In the meantime, on Monday (February 24, 2014) our company, Fuel NW, is going to begin publishing a 5-part blog about common marketing myths in our industry. You can explore the blog here: http://www.fuelevents.net/#!fuel-blog/c22sz or watch our twitter/facebook posts to find out when new posts are released. We are a small marketing firm based out of Portland, Oregon with a strong focus on Craft Distilling. If you want to hear more about our credentials, check us out here: http://www.fuelevents.net/#!about-us/c12q7 Thanks again, ADI Forums, for your amazing support of our new venture! Cheers, Jen & Erika, Fuel NW
  16. Craft Distillery Sales Manager Wanted SPIRIT WORKS DISTILLERY Sebastopol, CA Job Description: Rapidly growing startup microdistillery seeks Sales Manager to head local and national sales activities. Key responsibilities include creating and executing sales plans, distributor negotiation and management, establishing on- and off-premise relationships, and developing a brand ambassador program. Must be passionate about artisanal products, ready and willing to wear many hats, and make a perfect Negroni. RESPONSIBILITIES • Create and manage trade sales plans and budget, including market objectives, pricing strategies, account action plans, volume driving initiatives, and promotional calendars • Develop and maintain relationships with key distributor managers and sales people • Build new distribution and generate incremental sales volume • Establish and maintain strong relationships with key accounts, both on-premise and off-premise • Develop and manage customized key account programs that drive sales volume and menu placements • Create and direct a dynamic brand ambassador program to educate the trade, distributors, and consumers • Provide feedback concerning brand positioning, competitive activities and market trends, and report key insights with recommendations for solutions SKILLS & REQUIREMENTS • 5+ years beverage marketing/sales experience • Proven record of achieving sales and revenue goals • Distributor negotiation and management experience • Ability to sell, influence, and partner with trade customers, distributors, and other stakeholders • Experience in building and managing a team of brokers and ambassadors • Ability to manage budgets and provide timely, concise reporting • Demonstrated public-speaking, presentation, and writing skills • Excellent execution and time management skills; strong attention to detail with ability to take initiative, prioritize, and meet deadlines • Passion and knowledge of spirits, as well as cocktail culture Please include a cover letter and resume with your application. Applications will only be reviewed through the following link (please do not email or call the distillery directly): http://www.winebusiness.com/classifieds/winejobs/?go=listing&listingid=82679 Additional Information Type of Work: Full Time Salary Information: DOE
  17. Company: New World Spirits Title: Sales Director Location: Metro NY Well-backed new spirits company seeks head of sales to support the launch of a new to world spirit. The role will lead establishing the key account universe and spearhead trade and consumer activation. Initial focus will be in New York City, but the role can scale to have national responsibility. Overview: Create and implement go-to-market strategies: o Identify market opportunities and consumer needs. Position will require active involvement in the field, working with ambassadors and distributors to optimize go-to-market strategies o Establish trade-marketing plans, including, market objectives, pricing strategies, account action plans, schedules, and assignments. o Develop and direct a dynamic brand ambassador program to educate the trade, consumers and press o Lead field initiatives with sales and wholesaler partners o Build brand awareness by planning, developing, implementing, and evaluating trade marketing programs Develop relationships with key accounts, both on-premise & off-premise: o Develop relationships with key influencers in key accounts o Drive distribution through cocktail and menu listings in targeted universe o Improve visibility and merchandising through tactical POS o Create trade pull through customized programming o Raise the profile of the brand within the trade o Build new distribution and generate incremental sales volume Responsibilities · Develop and maintain strong relationships with bartenders, account managers, and account owners · Educate the retail and wholesale trade to drive distribution, improve visibility and increase sales · Increase in-account visibility with merchandising materials and menu / drink list placements · Work with key accounts to develop customized programs that drive consumer trial · Use networking ability to target influencers and increase brand loyalty and consumption · Provide feedback concerning brand positioning, competitive activities and market trends and report key insights with recommendations for solutions · Provide input regarding future marketing / sales plan development · Coordinate with Trade Marketing agencies to ensure proper implementation and execution programming First 6 months Critical Success Factors: · Develop Sales Organization (NY priority) and secure strong base of 100 accounts by end of Q1 · Work with Founders in finalizing consumer and trade marketing plans for Q2 market launch · Identify and secure potential distribution partner for Q2 market launch Skills & Requirements · 5+ Years beverage marketing/sales experience · Preferred experience in managing a distribution network in wine and spirits industry · Preferred experience in building and managing team of local ambassadors / key account managers · Candidate must be able to operate in a fast-paced, entrepreneurial environment · Candidate must be able to foster a culture of accountability and a drive for success · Must be creative with experience in grass root sales marketing initiatives, inspiring both internal teams and external agencies. · Experience in promotional / guerrilla marketing and event execution · Experience with traditional and new media consumer marketing · Demonstrated public-speaking, presentation and writing skills · Ability to sell, influence and partner with customers and co-workers · Ability to manage budgets and provide timely, concise reporting · Excellent execution and time management skills; strong attention to detail with ability to take initiative, prioritize and meet deadlines · Passion and knowledge of food and drinks as well as cocktail culture
  18. Company: New World Spirits Title: Sales Director Location: Metro NY Well-backed new spirits company seeks head of sales to support the launch of a new to world spirit. The role will lead establishing the key account universe and spearhead trade and consumer activation. Initial focus will be in New York City, but the role can scale to have national responsibility. Overview: Create and implement go-to-market strategies: o Identify market opportunities and consumer needs. Position will require active involvement in the field, working with ambassadors and distributors to optimize go-to-market strategies o Establish trade-marketing plans, including, market objectives, pricing strategies, account action plans, schedules, and assignments. o Develop and direct a dynamic brand ambassador program to educate the trade, consumers and press o Lead field initiatives with sales and wholesaler partners o Build brand awareness by planning, developing, implementing, and evaluating trade marketing programs Develop relationships with key accounts, both on-premise & off-premise: o Develop relationships with key influencers in key accounts o Drive distribution through cocktail and menu listings in targeted universe o Improve visibility and merchandising through tactical POS o Create trade pull through customized programming o Raise the profile of the brand within the trade o Build new distribution and generate incremental sales volume Responsibilities · Develop and maintain strong relationships with bartenders, account managers, and account owners · Educate the retail and wholesale trade to drive distribution, improve visibility and increase sales · Increase in-account visibility with merchandising materials and menu / drink list placements · Work with key accounts to develop customized programs that drive consumer trial · Use networking ability to target influencers and increase brand loyalty and consumption · Provide feedback concerning brand positioning, competitive activities and market trends and report key insights with recommendations for solutions · Provide input regarding future marketing / sales plan development · Coordinate with Trade Marketing agencies to ensure proper implementation and execution programming First 6 months Critical Success Factors: · Develop Sales Organization (NY priority) and secure strong base of 100 accounts by end of Q1 · Work with Founders in finalizing consumer and trade marketing plans for Q2 market launch · Identify and secure potential distribution partner for Q2 market launch Skills & Requirements · 5+ Years beverage marketing/sales experience · Preferred experience in managing a distribution network in wine and spirits industry · Preferred experience in building and managing team of local ambassadors / key account managers · Candidate must be able to operate in a fast-paced, entrepreneurial environment · Candidate must be able to foster a culture of accountability and a drive for success · Must be creative with experience in grass root sales marketing initiatives, inspiring both internal teams and external agencies. · Experience in promotional / guerrilla marketing and event execution · Experience with traditional and new media consumer marketing · Demonstrated public-speaking, presentation and writing skills · Ability to sell, influence and partner with customers and co-workers · Ability to manage budgets and provide timely, concise reporting · Excellent execution and time management skills; strong attention to detail with ability to take initiative, prioritize and meet deadlines · Passion and knowledge of food and drinks as well as cocktail culture
  19. Hello Everyone! I've registered with ADI to better understand the craft distilling movement, which I strongly support and hope to advance through my position as Spirits Category Manager for Burke Distributing, located just outside of Boston MA. While I have never distilled myself, I have done just about everything else in this crazy business we find ourselves in. Almost 10 years ago now, I began researching cachaca, a Brazilian cane spirit, which I eventually took into national distribution. Along the way I dealt with hiring and firing distributors, doing my own PR, building websites and managing SEO, doing promos, attending WSWA, Tails of the Cocktail, etc.... After that I worked with numerous brands of spirits in most of the major markets, finally ending up in MA managing a spirits portfolio for a distributor. I wanted to present myself as a resource to everyone if I can assist by answering your question on any aspect of this business beyond the distillation of spirits. For example: -What markets should I be in? The largest markets for spirits in America are: California, Florida, New York, Texas, Illinois, New Jersey, Pennsylvania, and Massachusetts. Each market is different. Different regulations, different taxes, different players. My advice, stick close to home. While the grass may look greener in other markets, supporting a distant state will require market visits and competing with brands that have a local following. Be that local brand that has an unshakable following. -How do I find distributors? Each state will have different routes to the consumer. Most states have distributors, and you'll have to find a balance between someone who is tiny (who may not pay you quickly) and someone who is huge (who may not pay any attention to you). You can either follow in the footprints of another supplier that you respect, copying their distributor network or visit a market to see for yourself. If you are visiting a market, visit craft centric stores, cocktail bars, make connections, and ask the buyers whom they would recommend. Also try to obtain an old copy of the Beverage Media (if published for that state) http://www.beveragemedia.com/ which will list most distributors, their brands and their contact details. So in summary, please feel free to ask me any questions if I can be of any help. Cheers! David Catania
  20. First off, this is my first post and I want to thank everyone for the insight I've learned by casually reading for months. This really is a helpful community. My question is whether I need to plan on a 40-45% retail markup when I sell directly to bars? I’m in a non-control state and we’re HOPEFULLY getting rid of our three-tier system before I open. On the same note, does the 40-45% contain the distributer mark-up or if I’m selling this directly out of my car can I safely lower that percentage? Also, for those of you established 2-3 years, what percentage of your customers comes to you to pick-up their product? I’m a pessimist by nature so I doubt it happens, but eventually there has to be good news right?! Thanks again for all of your help! Andrew
  21. We are a Louisville based Company looking for Micro distillers that can/want to offer a brand new whisky experience for their local/regional customers. We are setting up meetings in Louisville during this years ADI conference to discuss our product and how we can work with you and your distillery to successfully launch a new product in your region. We have a track record of success with this product. We are looking for 1 distillery for each state. We can meet anytime during your visit to Louisville, mornings, noon or night and we have a downtown location to meet with you, just a few blocks from the Brown Hotel, the conference host hotel. If you would like to meet with us, reply in confidence to ah104@bellsouth.net with you contact information and the date/time you'd like to meet. We can also set up a call in advance to introduce ourselves and give you a little more background on who we are. Looking forward to talking with you all and if we don't meet, enjoy your visit to the Bourbon Capital of the World! Sixdegrees
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