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Found 42 results

  1. We are super excited to announce the launch of our latest channel for content marketing, the audio podcast version of our 360 video YouTube webcast - Life, Distilled. Podcasts are huge right now, and there are few better places for connecting with millennial audiences. With the Life, Distilled podcast we have created a platform for introducing this important population to craft spirits and the small batch lifestyle, tapping into their desire to find and connect with brands that share their values. Please give it a listen, share it on social media, and let us know what you think. On iTunes: https://itunes.apple.com/us/podcast/life-distilled/id1312985660 On Stitcher: https://www.stitcher.com/podcast/microshiner/life-distilled/e/52215718?autoplay=true If you're interested in seeing (and hearing) your business and products discussed and promoted on the show, drop us a line at growth@microshiner.com Cheers, and thanks for listening!
  2. There seems to be a lot of opinion around this, so we thought we would open ourselves to your abuse. Perhaps this way our other posts can be consider on their own merit. Fire away.
  3. The alcohol beverage market is a closed system. In the US what this means is that that ~136.8 million people account for the ~211.6 billion dollars in alcoholic beverage sales each year. It is important to note that this number of drinkers has remained essentially unchanged for over 40 years, despite an onslaught of alcohol advertising. What that means if you are an alcohol beverage producer is this - you are stealing your customers from somewhere. The question is where. Now here, there are a number of options. If you are producer in a certain category, perhaps you are winning over some drinkers from another category - say beer to wine, or vodka to gin. But the switch we are most interested in is this one - commodity to craft. Surprising as this may seem to some, the person who determines what somebody is going to buy isn’t the guy who made it, or some marketing exec, or social media influencer, brand ambassador, bartender or distributor. The person who determines what alcoholic beverage they are going to ask for is, guess what, the consumer. So, in a closed system where success is measured by winning a consumer from someone else’s product over to your own, it comes down to one thing. The value proposition. One such value proposition is simple and straightforward - price. The top 10% of drinkers, or 14 million people, account for almost 75% of all alcohol consumption. They only care about one thing, and that is cost. If you are a craft producer, forget these people. They are not your customers. That leaves you 25% of the drinkers to fight over. Right now, craft spirits account for 3.8% of market. That means there are 21.2% more commodity drinkers available for you to win over to craft. In that conversation, what is your value proposition? If it’s that you make great spirits, then you are missing the point. All your competitors make great spirits, even the commodity ones. Especially the commodity ones. They make better spirits and a larger variety of expressions too. You can’t win anyone over with that value proposition, because they can make them cheaper too. Your value proposition is that you are craft. And micro. And local. These are all qualifiers that set you apart. They are conditional terms a consumer can use when asking for a product, and they simply cannot be met by a commodity brand. If we can get 1% more people asking for craft at the bar, restaurant, and liquor store, that is 1% more sales for every craft producer in the market. How do we do that? Through content marketing that communicates the value proposition of craft.
  4. To Whom It May Concern: My name is Nate Thompson. I recently finished an MBA program at the University of Southern California. My long-term career goal is to open my own distillery. In the meantime, I am looking for an opportunity to work full-time as a production operator. I hope that my experience, attitude, and work ethic will bring enough to the table to outweigh any inside line I would gain on the industry under your employ. My experience in spirits to date includes a work-study exchange with Hakkaisan Sake Brewery in Niigata, Japan, where my team reviewed the company’s struggling U.S. strategy, ultimately encouraging them to break ties with their current distributor, target fine-dining on-premise accounts, and invest heavily in exporting their shochu portfolio. I then worked for Castle Brands in New York as a summer intern, ostensibly acting as the assistant brand manager for Knappogue Castle and Jefferson’s Bourbon. I primarily worked to create a long-term brand plan for Knappogue 1951, retarget on-premise accounts, establish a sales incentive program, and pitch unorthodox marketing events. Following graduation from USC, I spent several weeks as a production intern at Smooth Ambler Spirits and PA Pure Distilleries. Coupled with my graduate coursework and experience as a data analyst, I can assist with everything from mash cooks to sales reporting. You’ll also be happy to know that I am neurotic about cleaning and can squeegee a production floor like you’ve never seen. Please take a look at my resume attached, and feel free to reach me at the contact info below if you have any questions. I am temporarily living in Portland, Maine, but willing to relocate. Thank you very much for your time and consideration. Sincerely, Nate Thompson natekthompson@gmail.com M: (207) 669-2687 Thompson Resume 10-6-2017.docx
  5. Hi all, Currently working as a Master Distiller overlooking all operations in a rather big grain to glass distillery (vodka, gin, whisky, etc). I am looking for the right partner/investor to create 2 brands (to start with) as a distributor company. The point is to have no building and no equipment! I find there are already too many distilleries and some of them are struggling reaching ends but there is still a lot of room for new products so we might as well all work together. And plus I'm no fit to work between walls, I need to be out there talking to people and showing my product! I have 2 brands with a huge worldwide potential, have the bottlers on the East coast and West coast and all suppliers, all is left to do is the branding and finishing my recipes well under way. I have extended experience in entrepreneurship and in the spirit industry (sales, distilling, consulting ...) Maybe someone with cash and no time/knowledge or someone with experience in marketing strategies/sales/distribution or someone living on the East coast with plenty of time and sales skills... the most important thing to me is vision and passion. I'm looking to relocate to the US West coast but am in no rush and don't NEED a partner. I give myself 1 year to make the move but am open to speed up the process with the right partner! I'm a free spirited person with a big work ethic and very hardworking. I'm a Canadian citizen.
  6. You are a total spirits sales badass. You're a strategist, with experience moving selling at a national level in closed and open states. You're comfortable managing a team and want to help a brand go from moderate sales to over the moon sales, without sacrificing values. You've had some great learning opportunities in the past but perhaps haven't found the company that allows you to spread your wings the way you want to. You also like floating rivers, making time for shenanigans and know that the best way to live a life is to create that balance between working hard and playing hard. We're a distillery with great products, a great production team, an excellent team of sales personnel and an ability to produce our own distilled products on a high volume basis. We're the largest distillery in the great State of Montana and we're looking to grow the success we've seen here and in other markets. We're looking for someone who wants to live in Montana, manage the sales and marketing objectives and grow our sales with strong attention to strategy development as well as execution. Someone who understands the balance between quality relationships and quantity of cases moved. This isn't a seat of the pants kind of operation. This is a darn fine business with a history of success. If we align on values: community, passion for Montana and the belief that a rising tide lifts all ships, then you should reach out to us about the opportunity to align forces. The position will be open until it's filled. Compensation will be part salary, part commission, DOE. Medical Insurance, PTO, 401(k) and more. Please submit a resume and references to work@headframespirits.com 2017 Job Description Sales & Marketing Manager For Publication.pdf
  7. I'm a recent transplant to the Atlanta area from Napa, CA and have a background in winemaking as well as a law degree and experience in trademark law. Ever the Renaissance woman, I am currently interested in social media marketing within the spirits industry, and am taking a slew of certification courses through Northwestern University to help understand social media marketing & analytics better. I'm curious to know how many of you engage actively in social media, who within your company takes charge of that task (or do you outsource?), and which channels you feel are the most productive for the spirits industry? Thanks in advance -- curious to learn from you all!
  8. Hi all. We are gathering interest for a seminar this Summer. Please have a look and let us know if you're interested: http://cardinalspirits.com/business-of-distilling We've been in business for 2 years, after 3 years of planning. During an intensive 3-day seminar we will open our financial records to you. We will skip theory and dive into actual numbers. We will cover startup costs, fundraising failures and successes, tasting room financials, distribution financials, equipment costs, build-out costs, marketing costs, labor costs, and actual revenue. We firmly believe that if we had access to this information before we began building and purchasing equipment, we could have saved a hundred thousand dollars or more. Please, come learn from our mistakes, and our successes! Where: Cardinal Spirits, Bloomington, Indiana When: June 2017 (dates TBD) Cost: $2,000 person + $1,500 each additional team member. Price subject to change. No deposit required at this time. We are in the planning stage of this seminar and as such will not require a deposit or commitment until date and cost are official.
  9. Recent article stating about very few of them making money. Ouch.. That is one of the differences of our workshop for the last 7 years. It is a business and planning for the bottom line is as important as that next recipe. Check out our facebook post on this here Still room in our March 14 - 18 workshop. Join Us!
  10. Hi There! My name is Zach and I am the Whiskey Wrangler for Black Button Distilling, the first craft distillery in Rochester, New York since Prohibition! I just wanted to take a a moment to introduce myself before I dive right into the discussions. My responsibilities at Black Button consist of marketing, social media, sales and anything in between! I started my craft distilling career probably how many others found their love for craft spirits, through the craft beer boom. I was working at a locally craft brewery and overnight I fell in love with the endless possibilities. At the time I did enjoy bourbon but was unaware of the boom that was going to hit my hometown, Rochester, New York. I met Jason Barrett, President/Distiller of Black Button Distilling at a presentation I was giving while finishing up my undergrad. I was the only one to hang back and talk with Jason and he explained to me all the exciting things going on at Black Button and how I could possibly help the company grow. A month later I was hired part time and a few months later I was hired to work for Black Button Distilling full time. And the rest is history! Black Button Distilling is now distributed in elven states with seven unique products to offer. If you ever have any questions regarding social media, marketing, or event planning feel free to reach out to me! Thanks for listening and I look forward to working with you all in the near future! Cheers, Zach zachc@blackbuttondistilling.com
  11. 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
  12. 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
  13. I'm wondering how much lead time distributors typically need to roll out a new brand. We'd like to have our branding and our marketing strategy as finished as much as possible before talking with potential distribution partners. That said, we don't want to wait too long because that might not allow our eventual distributor enough time to form their own sales strategies for our products once production gets under way. Any thoughts or experiences relating to this subject are welcome and greatly appreciated. Thanks, M.
  14. Terms

    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?
  15. Happy Monday, ADI! Monday means the weekly Fuel NW marketing blog has posted. You can check it out here: http://www.fuelevents.net/#!fuel-blog/c22sz This week, we talk about the importance of marketing to bartenders, based on responses to our nationwide survey of distilled spirits drinkers. Check it out! As usual, we also feature two craft distilleries in this week's blog. This week's distilleries are from the home states of the NCAA finalists. Go Huskies! Go Wildcats! Cheers, Jen & Erika Fuel NW
  16. Greetings ADI! Thanks for all your support and feedback with respect to our Marketing Myth Countdown series! This week, we're starting something new ... Some of you may recall that Fuel NW published a nationwide survey of distilled spirits drinkers earlier this year. We've compiled the results from all over the US and now we want to share some of the results with you! This week we talk about a definite theme that grew out of the survey responses -- i.e., how much "local" matters. Take a look at the blog here: http://www.fuelevents.net/#!fuel-blog/c22sz If you haven't seen the survey, it is still posted on our homepage -- feel free to take a look so you can get a feel for the questions -- www.fuelevents.net. We are happy to share detailed responses with our clients and will also summarize some of the most poignant findings in our blog over the next few weeks. Also, please check out this week's featured distilleries from 2 of the Final Four towns: Old Sugar Distillery from Madison, Wisconsin (Go Badgers!) and Barrel House Distilling Company from Lexington, Kentucky (Go Wildcats!) As always, feel free to contact us with any questions of if we can help you out in any way. Cheers, Jen & Erika Fuel NW jennifer@fuelevents.net www.fuelevents.net
  17. ADI Members, Thanks again for all your support with your Marketing Myth Countdown series! It has allowed us to get to know many of you and we are grateful! We've just posted the final entry for this blog series. This week's myth is a two-headed monster: (1) "We Don't Have A Marketing Department"; AND (2) "We Have A Marketing Department." You'll just have to read this one for it to make sense … http://www.fuelevents.net/#!fuel-blog/c22sz Also, check out this week's featured distilleries: High Ridge Spirits from Alabama and Wood's High Mountain Distillery out of Colorado. Remember, Fuel NW is here to serve the Craft Distilling community. If you want to find out how we can help your distillery, contact us! There's a link for that on our website. Or, if you ever just want to talk shop, we're down for that too! Finally, if you're traveling through Portland and want to meet up for a cocktail, we love making new friends! Thanks again ADI! Jen & Erika Fuel NW www.fuelevents.net 971-678-2602
  18. Happy St. Paddy's Day, ADI! This week's blog is out! This time, we're debunking a myth we've heard from many start-ups: "We don't need a formal marketing plan." Or, said more eloquently, "We don't need no stinkin' marketing plan!" You can check it out on our site: http://www.fuelevents.net/#!fuel-blog/c22sz Also, if you know any bartenders just itchin' for something to do, we've published our Bartender Survey. It is aimed at learning from bartenders across the US what motivates them to sell (or not sell) craft spirits. We only want responses from actual bartenders, bar owners, managers, etc. So, please pass it on to your friends in the biz. We'll blog about the results down the line so we can help our comrades in the craft distilling industry get their products on as many shelves as possible! You can reach the survey from our homepage: www.fuelevents.net As always, thanks for your support! If you have any questions or ever want to chat about marketing topics, please feel free to contact me! Jennifer Anderson Fuel NW jennifer@fuelevents.net 971.678.2602
  19. 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
  20. 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
  21. 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!
  22. 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?
  23. 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?
  24. Marketing Myth #5: Marketing and Advertising are the same thing... Also, the Featured Distilleries for this week's blog are Dawsonville Moonshine Distillery and Copperworks Distilling Company! Read all about it here: http://www.fuelevents.net/#!fuel-blog/c22sz Thanks for your continued support, ADI! Jen & Erika, Fuel NW
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