Category: Marketing

Putting Your Tasting Room to Work

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PORTLAND, OR - OCTOBER 24, 2015: Bar and tap handles at Basecamp Brewing Company, a popular craft brewery in Portland Oregon.
PORTLAND, OR – OCTOBER 24, 2015: Bar and tap handles at Basecamp Brewing Company, a popular craft brewery in Portland Oregon.

By: Mark Colburn

Don’t underestimate the importance of the bar/beer tender as the initial brand ambassador which is a critical piece to your marketing and sales plan, it is highly recommended that these front-line employees be consistently trained and evaluated. I suggest providing sales training for this team including probing (for customer wants/needs), food pairing and a sales incentive based on volume.

  To provide Off Premise Point of Purchase consumer recall, I also suggest a retail package display be situated in a high traffic area within the tasting room for immediate visual recognition (and take-home sales!).

Exploiting the Tasting Room

  Several of my clients complain that their tasting/tap room sales and traffic are down or flat. As a result, they often try promoting with trivia or bingo nights in an attempt to generate patronage. These may help somewhat. An alternative to this, that I like, are car shows at the tap or tasting room, brewery, distillery, or winery. There are thousands of “Gear Heads” who have muscle cars and love to bring them to car events. By conducting a local car show featuring muscle cars and adding a band or music, you now have an event or platform to promote that will attract potential customers to your venue. Do not discount the Gear Heads and car club members either. They know dozens, if not, hundreds of people like them who love quality beverages. I always take care of participants with six packs and/or sufficient samples to thank them and ambassadorize them. You might consider allowing them to have their monthly club meeting at your venue on a slow day during the week. Their cars in your parking lot will attract incremental “traffic.” Let us look at some ideas I have successfully executed that significantly built sales in multiple channels.

  While conducting a territory business review with a regional Walgreens director, I asked him if he thought the store and district managers would like to go on a “field trip” to a few craft beer tasting rooms and breweries to learn about the industry. He jumped at the idea, so I contacted three craft brewers – Pyramid (then in Berkeley, CA), 21st Amendment and Anchor Brewing. I knew their senior management teams and asked if they would pool their resources to rent a bus to take this group to their breweries and brew pubs. They were 100% in. So, I invited a full district’s store managers and three regional district managers. They all arrived on time in San Francisco where we took off to the 21st Amendment brew pub. While at 21A they met the owners and sampled a variety of their beers. We then set off to Pyramid where they got a full tour of the brewery and then sat down in the conference room for a presentation I made on the craft beer and cider industry. I fielded many questions from the group before breaking for lunch at the brewery.

  There they got to meet the middle and senior sales management team from Pyramid. After lunch we headed back to the City to Anchor Brewing where they received a warm welcome, a historic tour, and a sampling of Anchor’s finest. The tour ended with a group photo high atop the brewery from Fritz Maytag’s private penthouse. This was truly a treat for the group as this is never open to the public. From the large penthouse cocktails were served from Anchor’s newest spirits division. Afterwards we returned to one of the main stores for off-loading.

  The above concept served a variety of uses from educating and “ambassadorizing” critical individuals within the Off Premise channel to building key relationships with “players” who really make a difference. The tap room was the centerpiece for this effort. The results were excellent. All three brands received additional SKU placements throughout the large Northern California division while Anchor Brewing was able to negotiate a major pallet, 12-pack program resulting in thousands of cases in incremental revenue. Now, let us look at something less expensive.

Sales Ambassadors

  As you most likely know, your distributor teams meet once a week for a sales meeting. I have run over eight hundred of these meetings in my career and can tell you that many can be downright “dry.” My suggestion to our suppliers was to use their tap room or brewery for a future sales meeting venue. This way, your team will have your coveted On and Off Premise salespeople as a captive audience, ripe for “brand ambassadorization.” Once you procure a date for a future meeting, PREPARE for this opportunity. Preparation and REHEARSAL are imperative for this rare chance to positively influence your audience. On preparation, I would have your best presenter give a detailed summary (10-12 minutes maximum) on your company’s marketing story. I caution against making this “dry” and am always in favor of what I call, “Fun-kifization.” This is a “Markism” that simply means to make the effort fun and creative. After your presentation I would introduce the sales incentive appearing in the next month’s plan (this needs to be pre-negotiated with the distributor sales management) and be certain they understand it and the expectations. I also recommend a first week “jump start” bonus that will get your incentive out of first gear and ahead of the multiple suppliers all vying for this sales team’s attention. The meeting should end with the announcement that each salesperson in attendance will receive a free six or four pack or bottle for them to sample at home at their leisure.

Speaking of Incentives

  After your wholesaler sales team has sampled your nectars and experienced your “brand DNA” you are in a perfect position to further ambassadorize them a few months down the road with a unique incentive. I have written many supplier sales incentives that follow up on the tap room/brewer/winery/cidery/distillery experience. To further exploit the tap/tasting room I recommend creating a month-long sales incentive around distribution and/or volume increases for the winning sales division and their manager to be treated to a VIP session in your tap/tasting room. This VIP experience includes an intimate Q&A meet and greet with either the owner, brewer, distiller, vintner (or all of you!) and the winning division (typically divided into 4-5 salespeople and one division manager). The “pay out” includes a free dinner for each winner and assorted samplings of your nectars poured by one of your most senior sales team or owners. Recognize the unique opportunity this presents for your brand and future sales. A side benefit of this incentive is the “talk value” it has with the entire sales team as the winners will “brag” about their experience (at work) which keeps your brand top of mind post incentive while teasing the losers who will want to win and experience the next one. You will also benefit from word of mouth as the winning salespeople talk up your brand in their accounts. These people are influencers and are often asked where to go for a good drink. You can track this effort by training your bar staff to ask how a customer heard about your brand when they visit. The bar staff can record this and share in your weekly staff meetings.

Key Take Away

  Always remember that people buy AND SELL for people and BRANDS that they like.

Upscale Looks Sell Beverages

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Everyone enjoys treating themselves to a premium product

Although inflation appears to be waning, prices at the checkout are still making most shoppers grimace. As a result, many consumers continue to seek bargains. However, they don’t want to feel deprived, so they also look for ways to indulge themselves and decide to purchase quality over quantity.

That’s one reason premiumization is an enduring trend, particularly for craft beverages. A premium image is supported by either or both the package and the label. Craft brewers and producers of craft spirits rely on numerous strategies to evoke a premium image, according to the Craft Beer and Spirits: Success Through Packaging report, published by PMMI, The Association for Packaging and Processing Technologies. Options include:

  • Label aesthetics (high-gloss, vibrant colors, metallization, holographics, peel-back labels)
  • Can shape (tall, squat, shaped)
  • Smart, interactive technology [radio frequency identification (RFID), near-field communication (NFC), Quick Response (QR) Code, augmented reality (AR)]
  • Novel shapes (flexible packaging where rigid is common or vice versa)
  • Premium bundling (e.g., gift boxes with accessories like glassware)
  • Dual-chamber bottles (especially for ready-to-drink cocktails)
  • Personalization.

Labels deliver a premium presence via visual, tactile, and/or smart features, which communicate a feeling of luxury and exclusivity. Visual tools include high-gloss finishes; metallic flourishes with ink and foil; glitter, spot, and holographic effects; laser cutting; die-cutting; and clean lines with sharp colors, which deliver shelf impact. Many of these visual features now can be delivered economically via shrink sleeves or digital printing/embellishment and open the door to inventorying bright stock rather than large quantities of pre-printed cans and labels. Digital foil embellishment continues to evolve, efficiently reproducing smaller lines and finer text, supporting variable printing, and improving economics.

Tactile features create a unique, pleasing, or unexpected sensory experience for consumers. The appeal can be so strong that the consumer can’t resist picking up the product and touching it, making it much more likely to go into the shopping cart. Tactile options include a texture to enhance a graphic element, touches of leather or other unique materials, etching, and embossing.

Smart features deliver functionality to facilitate a premium experience, build brand identity, and differentiate the product from its competition. According to the report, interactive features such as RFID, NFC, QR Codes, and augmented reality (AR), link the consumer directly to relevant, engaging content designed to enhance a luxury experience. AR-enabled packaging can deliver immersive experiences, such as virtual product demonstrations or interactive games. This interactivity builds brand loyalty.

QR codes can be scanned by the latest smartphones without downloading a third-party app. A scan of the code sends the user to a website, typically a custom landing page, which displays specific product information like the origin of the recipe or ingredients or special promotional offers. The scan also can provide an easy way to offer feedback about the product. For the processor, wholesaler, or retailer, a QR code can help enhance transparency and consumer engagement, support geolocation and tracking, discourage counterfeiting, and provide analytics to monitor and project sales.

Looking beyond the label, the package itself can project a premium image. This may be accomplished by choosing a novel format, e.g., a paper bottle or a flexible package for a product that is typically sold in a rigid container. Other tactics include differentiation via functional features like easy-open/reclose or innovative dispensing capabilities, launching specialty releases celebrating a season or commemorating an anniversary or other occasion, and presenting limited-edition products, collector’s packs, or gift packs, which may include complementary items such as related products, accessories like glassware, and/or certificates of authenticity.

These specialty releases often rely on upscale secondary packaging such as premium cartons with clear windows, handles, or elaborate embellishments utilizing technologies like metallizing or embossing. In some cases, secondary packaging may transition to non-standard options like wooden boxes, fabric pouches, or metal tubes/tins. Personalization also may play a role. This can include names, greetings, or codes etched in a glass bottle, embossed effects on glass, plastic, or metal containers, and variable printing on labels, pouches, cans, or cartons.

However, despite the audience appeal, an upscale packaging format can be challenging to execute efficiently especially if volumes are lower and special handling is required. In that situation, it may make sense to hire a third-party packager to handle tasks that are incompatible with in-house equipment. Premium embellishments also can carry a premium price tag, which may preclude their use. However, newer technologies can add embellishments more economically. For example, presses equipped with cold foil modules can minimize the cost of adding a metallized effect.

Another hurdle to premiumization is sustainability. An upscale image can’t come at the expense of sustainability. When indulging in a premium beverage purchase, consumers still look for eco-friendly attributes like recyclability, recycled content, renewable sources, lower reliance on plastic, reusability/refillability, compostability, and progress toward environmental, social, and governance goals such as a reduced carbon footprint. Whatever the choice, the packaging should provide clear instructions for disposal when it is empty. Third-party certification of environmental claims also should be considered to reassure consumers and prevent accusations of greenwashing.

Fortunately, premium embellishments do not necessarily harm sustainability. To enhance recyclability, it’s possible to specify shrink sleeve labels that are recyclable with the container or are easily separated in the recycling process. Metallized film and paperboard are compatible with recycled content. Many metallized substrates also are completely recyclable with non-metallized counterparts and have third-party certification to verify the claim.

Beverage makers will find the latest innovations in premium labeling and packaging at PACK EXPO International (Nov. 3–6, 2024; McCormick Place, Chicago). Making its PACK EXPO International debut, Sustainability Central (located in West Hall, Booth W-21020) will take an expansive look into packaging sustainability and what it means to brands, including expert speakers, and a look at actionable, sustainable solutions in manufacturing, materials, recovery, logistics, analytics, and design. Attendees will hear from industry experts on a range of packaging sustainability topics and learn how to make their brands more sustainable.

Another new show feature, Emerging Brands Central (Booth W-20049), offers the information needed to project an upscale image via an educational stage offering 30-minute presentations on product development, packaging innovation, and scaling strategies.

Other educational sessions will be offered on the Innovation Stage (Booth N-4560, N-4580, and N-4585), the Processing Innovation Stage (Booth LU-7147), the Industry Speaks (Booth N-4565), and the Reusable Packaging Learning Center (Lakeside Upper Level in the Reusable Packaging Pavilion). With more than 150 educational sessions on the show floor, PACK EXPO International is a hub for education and thought leadership where industry experts share timely knowledge on the latest topics and trends in packaging and processing.

The most expansive and all-encompassing packaging and processing industry event in 2024, PACK EXPO International, will feature 2,500 exhibitors offering solutions to many of today’s biggest manufacturing needs from an intersection of industries to 40-plus vertical markets. More than 45,000 attendees from consumer packaged goods and life sciences companies worldwide will converge, searching for innovation, connection, and insight. For more details and to register, go to packexpointernational.com.

Craft a Unique Brand Story for Your Brewery/Distillery

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photo says what is your story

By: Jake Ahles, Founder: Morel Creative

I love this product; others should too!” It’s a tale I hear time and time again. The truth, however, is this: to attract customers and keep them coming back, you need more than a love for your product, even more-so than a great product. In reality, customers aren’t buying your product. They’re buying their perception of your product. So, you ask, how do we build the perception of your product in the customers’ minds so that it matches the way you see your beloved product? The answer is: your brand story.

  A compelling brand story transforms your products from mere commodities into visceral experiences, establishing an emotional bond that keeps customers returning for more.

What Is a Brand Story, and Why Is It Important?

  A brand story is more than a narrative. It’s your brand’s essence, encapsulated in a message that resonates with your target audience. It’s the who, what, and why behind your brewery or distillery. It’s the emotional connections your brand forms in consumers’ minds. It tells your customers how your brand solves a pain point in their lives or helps them achieve a goal. A strong brand story is critical. It does more than tell people what you sell. It plants your brand in your customers’ minds, shapes their perception and builds deep loyalty.

  A great brand story can make your brewery or distillery a must-visit and it will set you apart from the competition.

Understanding Your Brand: The Foundation of Your Story

  Before you can craft a compelling brand story, you need to understand the core elements that make up your brand. Facts are important for your brand. Vitally so. But, are you sharing facts that will build lifelong customers or are they just interesting tidbits? Effective facts and features include:

1.           History and Origins: Where did your brewery or distillery come from? What inspired its creation? An origin story builds authenticity and connects with your audience. It’s a powerful tool.

2.           Mission and Vision: What does your brand stand for? What future are you trying to create? A clear mission and vision guide your story. They ensure consistency in your messaging. This is where we can introduce emotional elements. We like to think we’re logical but we often buy with our emotions and then we use logic to justify those feelings.

3.           Core Values: What principles guide your operations? Your core values reflect your brand’s character. They shape how people perceive your story.

Identifying Your Unique Selling Proposition (USP)

  Your USP is what sets you apart from competitors. It’s not enough to simply list your products’ features – you must explain why they matter. Why would the customer care?

Features: What is your product made of? Features are the tangible, factual components of your product. They are often straightforward and objective. They include the ingredients, the process, and the equipment used. These features are key to the product. They may not be flashy, but they are critical to a customer’s understanding of your product.

Advantages: Why is this feature good or desirable? Advantages are the reasons why these features are valuable. They are the unique characteristics or improvements that set your product apart from others on the market. The key here is to identify what makes these features desirable and how they enhance your product’s appeal compared to your competitors.

Benefits: How does the advantage help your customer? Does it ease a pain point or help achieve a goal? This is where you connect the dots to the customer’s experience. Benefits are the emotional and practical reasons to care about the features and advantages. They provide the context that explains why your product matters to the consumer.

Example: Let’s take a feature of your whiskey: it’s aged in oak barrels.

•             Feature: The whiskey is aged in oak barrels.

•             Advantage: This aging process imparts a unique flavor profile, including notes of vanilla, caramel, and spice, which are highly sought after by whiskey enthusiasts.

•             Benefit: For the customer, this means a rich, smooth, and complex taste experience that stands out from other whiskeys. It offers a blissful moment of joy. Whether they savor it neat at the end of a long day or share a special bottle with friends. This sensory experience can make them feel sophisticated and connected to the craftsmanship behind the product.

Consider another example: You use a unique, proprietary fermentation method in your craft beer production.

•             Feature: The brewery produces the beer using a proprietary fermentation method.

•             Advantage: This method develops a wider range of flavors. It results in a beer with a unique taste, unlike any other on the market.

•             Benefit: For the customer, this translates to a novel drinking experience—something new and exciting to explore. It caters to craft beer lovers seeking unique flavors and new brews. By trying your beer, they feel part of an exclusive group that appreciates and recognizes the artistry and innovation in the brewing process.

Target Audience: Who Are You Telling Your Story To?

  Knowing your audience is key to crafting a story that resonates. Start by identifying your customer demographics—age, gender, location, and lifestyle. Then, dive deeper into understanding their preferences, needs, and pain points. What are they looking for in a beer or spirit? What are they looking for in a tasting visit? What experiences do they value? A brand story that addresses these aspects will be more relatable, memorable and impactful.

The F.E.E.E.D. Framework: Structuring Your Brand Story

  At Morel Creative, we use the F.E.E.E.D. Framework to help brands develop their unique story. This approach ensures that your brand story is not only compelling – incorporating features, advantages, and benefits – but does so in a consistent and cohesive manner that is aligned with your brand’s core values.

•             Facts: Like the features we discussed, start with the key facts about your brand—your history, product features, and processes. But don’t stop there. Focus on the facts that matter to your audience. They should help solve a problem or fulfill a need: the advantages.

•             Engage: Connect with your audience. Show how your brand relates to their lives. This could be through shared values, a common passion, or even a shared challenge.

•             Educate: Inform your audience about what makes your products and/or process special. This could include your brewing process, unique ingredients, or innovative techniques.

•             Emotion: Evoke feelings through your story. Emotions strongly influence decision-making. They can come from nostalgia for an old family recipe, the thrill of trying something new, or the comfort of a trusted brand.

•             Differentiate: Combine the elements above to create a USP that stands out. Your differentiation should be clear and compelling, giving customers a reason to choose your brand over others. Plant your flag in the ground and claim your brands territory!

Crafting the Narrative: Bringing Your Brand Story to Life

  Once you have the key elements of your story, it’s time to weave them together into a compelling narrative. Here’s how:

•             Storytelling Techniques: Use storytelling techniques to make your narrative engaging. This could include using a protagonist (your brand), a plot (your brand’s journey), and conflict and resolution (challenges the brand has overcome).

•             Consistency Across Platforms: Your brand story should be consistent across all platforms. This includes social media, your website, in-store experiences, and your packaging. Consistency builds trust and reinforces your brand’s identity.

•             Incorporating Visuals and Media: Visual content is a powerful tool for storytelling. Use high-quality photos, videos, and graphics to showcase your narrative. A well-crafted brand video or a series of compelling images can say more than words alone.

  By crafting a cohesive brand story that is consistent across all customer touch points, you’ll set your brewery or distillery up for unparalleled success.

Measuring Success: Is Your Story Resonating?

  How do you know if your brand story is effective? Here are a few ways to measure success:

•             Key Performance Indicators (KPIs): Track metrics such as brand awareness, customer engagement, and sales to see if your story is having the desired impact.

•             Customer Feedback and Reviews: Listen to what your customers are saying. Positive feedback and reviews can be a sign that your story is resonating, while negative feedback can provide insights into areas for improvement.

•             Continuous Improvement: Your brand story should evolve as your brand and the market change. Regularly review and refine your narrative to ensure it stays relevant and compelling.

Start Crafting Your Brand Story Today

  Your brand story is a powerful tool that can set your brewery or distillery apart in a crowded market. By deeply understanding your brand’s point of view, identifying your USP, and using the F.E.E.E.D. Framework, you can craft a narrative that resonates with your audience and builds lasting connections. Start today and watch as your brand’s unique story attracts customers and fosters lasting loyalty along the way.

Brewing Up Brand Loyalty

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walls of merchandise with store branding

By: Greg Kerr

In the competitive world of craft beer, where new breweries seem to pop up every day, building a strong brand identity is crucial. Your brewery is more than just a place to get a drink or food.  It’s a local gathering and community space with a story, a personality, and opportunities to form bonds. Merchandise can be a powerful tool to elevate your brand and connect with your customers on a deeper level, fostering a legion of loyal fans who will not only return for your latest seasonal brew, but will proudly represent your brand wherever they go.

  Breweries stand in a unique position compared to other  local restaurants or small businesses because people actively want to identify with the brand and find alignment.  You become their safe hangout spot that they can formulate new experiences from and find community. 

  There are some common brand building pieces of merchandise that we see on a regular basis from breweries, and all are centered around focusing on the customer experience and elevating it for them. 

  Enamel pins and challenge coins can be used for a lot of different experiences.

●            Help celebrate seasonal offerings.

●            Serve as rewards for customers unlocking new experiences, e.g. someone has tried X amount of seasonal brews and gets a pin which unlocks discounts or early tastings, etc.

●            As a loyalty club identifier.

●            Brand logo pins for placing on hats, jackets, totes, etc.

●            Challenge coins similar to how people in the military will check to see if you have it on you and if they do, they get a small reward.

●            Pin sets to help bolster the brand imagery.

●            Fun designs linked to the branding or seasonal offerings.

Beyond the Logo Tee or Tote Bags: Cultivating a Brand Experience Through Merchandise

  Forget cheap t-shirts with your logo slapped on them. People are inundated with generic promotional shirts and tote bags that end up forgotten in a drawer or worse, tossed in the trash. When it comes to brewery merchandise, quality and creativity reign supreme. People want unique, high-quality items that they’ll be proud to wear or use. This means investing in customizable merchandise that reflects your brewery’s personality and values.  Instead of just having your logo on everything, find fun ways to reflect the vibe of the company in a way that people want to represent it and use it.  The key in effective marketing is providing value to not only yourself, but to your customer by creating something unique that aligns with your brand. 

Here’s how Your Merchandise can Brew up Brand Loyalty and Boost Your Business

Brand Ambassadors: Walking Advertisements That Generate Buzz.  Eye-catching hats, pins, keychains, tote bags, shirts, or pint glasses become walking advertisements for your brewery. Every time a customer wears a comfy tee featuring your name or uses a stylish tote bag with your art, they’re spreading brand awareness. Imagine a customer sporting your brewery’s hoodie at a music festival or a couple using your pint glasses at a backyard barbecue – that’s free advertising that reaches a whole new audience.   

Increased Customer Loyalty: Fostering a Sense of Community. People who love your beer will love to represent your brand. Merchandise creates a sense of community and belonging, fostering stronger customer loyalty. Die-hard fans will be eager to snap up a limited-edition t-shirt commemorating your latest IPA or a cozy beanie featuring your brewery’s slogan. These items become a badge of honor, a way for customers to connect with your brand and signal their appreciation.

A Walking Billboard: Racking Up Impressions with Every Sip. A well-designed item generates thousands of impressions as your customer carries it around. Did you know that the average tote bag gets over 3000 impressions?  Every time someone uses or wears your merch at the gym or your social gathering, they’re putting your brand in front of a potential new customer.

Additional Revenue Stream: Turning Your Passion into Profit. Merchandise can be a profitable way to supplement your income and reinvest in your brewery. Offer a variety of items at different price points to cater to all budgets. From koozies and keychains to high-end glassware and limited-edition apparel, you can create a selection that appeals to every fan. This allows you to not only spread brand awareness but also generate additional revenue to fuel your brewing endeavors.

Creative Brews, Creative Merch: Going Beyond the Expected

Think Outside the Pint Glass: Unconventional Items that Make You Stand Out. Don’t limit yourself to traditional brewery fare. Offer unique items like enamel pins featuring your hop varietals, keychains shaped like your signature beer bottles, or even custom-designed bottle openers. These unexpected items will spark conversation and help your brewery stand out from the crowd.

Embrace Your Local Roots: Celebrate Your Community. Incorporate local landmarks, ingredients, or themes into your designs. This creates a sense of place and resonates with your local customers. If your brewery is named after a historic building, feature its image on a t-shirt. If your signature pale ale is made with locally sourced honey, design a label highlighting the local bee farm. These touches will show your customers that you’re invested in the community and give them a reason to be invested in you.  Find ways to integrate the community into your artwork.

Get Seasonal: Limited-Edition Brews Deserve Limited-Edition Merchandise. Offer limited-edition merchandise for special releases or seasonal beers. This creates a sense of urgency and encourages repeat customers to visit your brewery or online store to snag the latest collectible. Imagine a commemorative item designed specifically for your holiday stout or a cozy beanie featuring the artwork from your winter ale.  Limited-edition items can be highly sought after by your fans.

TLDR

  Merchandise is an investment, but the return on that investment can be huge. By creating high-quality, creative items that resonate with your customers, you can turn your brewery into a brand they’ll love to represent. Your merchandise will become a badge of honor, a way for customers to connect with your community and celebrate their love for your craft beers.  Like all forms of marketing, the more focused you get on your mission and delivery, the better the results you can get.  You have a real opportunity to strengthen your local community by making your location a desired destination that people want to proudly represent.  At the end of the day, before spending money on merchandise, ask yourself if you’d use it or would want to carry it around?  You can go beyond promotional and into fully custom merchandise that will stand out from the crowd and create truly unique items that represent and promote your company. 

  Greg Kerr is the Owner of Alchemy Merch, which creates custom merchandise for creatives and companies. Alchemy has made over 4 million custom products for artists, brands, and creatives in all fields. Greg guides artists and corporate clients through the process of creating quality custom merchandise that helps them achieve their goals of increased brand awareness, customer loyalty, and more. Alchemy eliminates the pain points of sourcing materials, production, quality control and design that most people encounter when making promotional products versus investing in custom merchandise. Prior to expanding his business and evolving it into Alchemy, Greg founded Pin Game Strong, making custom enamel pins for artists and corporate clients. 

  Art and creativity are in Greg’s blood. He is a musician and performs in a heavy hardcore band. He first started creating merchandise for brands while touring with his punk rock band in the early 2000s. The belt buckles he made for the band caught the attention of other musicians and soon turned into Greg’s first foray into custom merchandise. 

Why Fall & Winter Marketing Is Essential

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photo of cocktails surrounded by falling leaves and small pumpkins

By: Hanifa Sekandi

It is pumpkin-spiced latte season. It is the time of year when fall revelers look for beverages that pay tribute to the season, where amber and orange-colored leaves adorn the trees and paint the sidewalks. During this season, beverage choices are intentionally shifting. Consumers who like beverages that signify a season, particularly fall, shop purposefully. They know what they are looking for and look for beverage brands that will meet their desire. This desire is not limited to flavor. It also includes brand aesthetics. The magnitude of these seasons is noticeable among brands when you enter grocery stores toward the end of August and see pumpkin-printed chocolate bars and candy.

  The summer is quite anti-climactic when it comes to in-store branding. Of course, there are many great beverage brands with colorful summer labels and summer flavors. But generally speaking, retail stores do not get into seasonal festivities until the fall and winter. Summer is a great time to build brand awareness and experiment since most consumers are open to trying new beverages during the summer. Whether it is a party, fun, sun or backyard BBQ, consumers take more liberties with their beverage experimentation. New innovative flavors with fresh fruit or premium cocktail blends are quite appealing.

  As the summer draws to a close, the desire for comfort grows. People love familiarity, but more importantly, they hold on to nostalgia. A beer they remember their father drinking on a cool fall night where you can smell campfire in the air while he and his friends tune in to watch football is often a favorite choice. Not only does it draw upon a significant memory, but it is also anchored to a specific time of the year. For some reason, everyone in the room watching the game who brought their beverage to imbibe sticks to what they came with. It is their beverage of choice while they watch the game and enjoy wings. While some prefer a deep, rich ale, others prefer to sip on a robust, smooth whiskey served neat.

  So the question is, why is fall and winter marketing essential? It helps you reestablish your consumer base. Further, it allows you to return to your roots. What makes your beverage unique? It also allows brands to celebrate their consumer and show their appreciation.

The Benefits of Fall and Winter Marketing Strategies

  Now is not the time to hibernate. Understandably, the summer is exhausting. It is the Olympics of beverage marketing. A lot of marketing departments breathe a sigh of relief when this season is over. Summer marketing requires brands to pivot quickly with a multi-tiered strategy. While you develop new labels and flavors to compliment the warmer months, marketing strategies must be carried out thoughtfully. The goal is to appeal to old consumers and new consumers. If effective, new consumers can be easily enticed to try signature beverages from your product line that perform well in the fall and winter but also long-term.

  Beverage brands do not have to look far to see the benefits of fall and winter marketing strategies. Whether it is your local coffee shop or a major brand. Every brand aligns with these two pivotal branding times of the year. Why? These seasons have so many occasions that offer opportunities to consumers actively looking for seasonal items to celebrate and pay tribute to holidays occurring during this time. When coffee shops begin to promote pumpkin-spiced beverages this spurs the desire to get in the seasonal mood. Social media posts about fall attire, comfort foods and beverages have become the norm.

  If your marketing strategies were lukewarm during the summer, heating them up during these months is limitless. A consumer profile is already laid out. Both small and major brands provide it. If your brand has been operating for a few years, you should already have a consumer profile that you can analyze. What were your shortcomings in previous years? What were your beverage wins? What beverages from your product line sell well during this time? How do you remind your consumer that you are their go-to beverage when they think of Thanksgiving or the holidays?

Key Benefits:

●            There is a demand for fall and winter

                merchandise.

●            Other brands are in the seasonal spirit.

●            It’s easy to meet predictable consumer

                expectations.

●            There are multiple opportunities to showcase your beverage with seasonal and holiday branding.

How Can You Heat Up Your Strategies?

  In the summer, there is a fast marketing approach. It is like throwing darts at a board and hoping one will stick. In the fall and winter, your goal is to last all season. Summer trends fade quickly, but fall and winter staples never lose their touch. Cinnamon spice, chestnuts roasting on an open fire, mistletoe and warm apple cider are timeless staples.

1. Timeless Campaigns

  So, how can you ensure that your brand does not miss an opportunity for further brand building and amplification during this time?

  Create a timeless seasonal campaign that draws on nostalgia. If you already have a campaign that has performed well during this time of year, make it your seasonal campaign or your pumpkin-spiced latte. Get your consumer excited to purchase this beloved limited edition. What aspects of this campaign performed well? Draw upon these elements and add a few extra details to this year’s campaign.

  For example, football season or occasions like Halloween allow for creative brand exploration. Bacardi did a great job at tapping into the nostalgia of the season by paying tribute to classic horror films with signature cocktails that they showed their audience how to make. Another extra touch was a seasonal label change on their bottle, which featured white bats on the signature Bacardi bottle.

2. Celebrate the Season and the Occasion

  It is important to not just consider the season but to map out every holiday that will occur from the fall until the spring. From Halloween to Valentine’s Day, there is a lot of marketing mileage to cover.

  Create a marketing roadmap that will detail what you will do each month and each season that falls within that month. Then, curate a list of activities that occur during the seasons and are associated with a holiday or occasion. Football Sunday, what does this mean to your audience? How is your beverage best enjoyed while watching a game? Leaning toward deeper and richer tones for labeling should also be considered.

3. Become a Household Fixture

  Just like Bed, Bath and Beyond, you should aim to become a household fixture synonymous with fall. All merchandise should support consumer buying choices at this time. Perhaps a candle inspired by the ingredients in your beverage or dish towels with fall colors. Anything and everything that falls within this category.

  When creating social media content strategies, create a picture in the buyer’s mind that your beverage fits their lifestyle ideals this season. Images of people sitting by a campfire outside or perhaps playing card games indoors. Here is an opportunity to place your product in familiar settings along with familiar activities. The fall and winter are about being home. To become a go-to brand, you need to be perceived this way. For example, most summer-marketed beverages experience a dip in sales in regions that experience colder seasons. This is why it is good to shift the marketing focus for a summer beverage to regions that remain warm all year. This sentiment should be carried over to fall and winter marketing strategies where the beverage experience is not fast and fun but more so slow and steady.

  Some beverage brands understand that their resources are best spent during the fall and winter. Understandably, you cannot be all things for everyone. Also, some brands are happy with their signature product. It performs well, and its consumers like it. In this case, the goal is to increase their consumer outreach while keeping their existing consumer base happy. Since beverage sales have peaks and valleys, capitalizing off of peak seasons will help to mitigate the dip in sales during low seasons such as dry January or the summer if your beverage is not a go-to choice.

  The main component to remember when building a fall or winter marketing strategy is that your consumer desires familiarity and predictability with simple yet effective surprises. Showcase how your brand fits perfectly into these slower times, where quality connections and interactions are of higher value, where beverage choices are more of an added fixture complimenting a friendly gathering and not the star of the party.

Marketing Tips & Tricks For Your New Beverage Brand

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sign says build your brand trust design strategy marketing

By: Rene Lacad, Founder & Marketing Director – Lacadverstiment

Launching a new beverage brand is thrilling, but it can also feel like diving into deep, uncharted waters. With so many established competitors, getting your brand noticed takes more than just a great product. You need to get creative, connect with your audience, and craft a message that stands out. Whether you’re offering a new line of craft beer with distinct flavors, a wine brand with a unique sustainability factor, or a new twist on an age-old spirit, how you market your beverage will ultimately determine its success.

  But where do you even start? The key is developing a thoughtful marketing strategy that doesn’t just focus on traditional methods. From nailing down your brand’s identity and story to connecting with influencers who share your vision, there are plenty of ways to make a splash.

Crafting Your Brand Identity and Storytelling

  Before your beverage hits the shelves or online store, it’s essential to establish a solid brand identity. This isn’t just about a catchy name or a cool logo — your brand identity is the foundation that influences how people perceive your product.

  Think about what makes your beverage unique. Is it the use of locally sourced ingredients? The story behind its creation? Or maybe it’s the lifestyle it represents, such as health-conscious living or an eco-friendly ethos. Whatever sets your beverage apart should be reflected in every aspect of your branding, from the packaging design to the tone of your social media posts.

  Storytelling is the secret sauce that makes your brand memorable. Today’s consumers crave authenticity and connection, and a well-crafted story can do just that. Instead of simply focusing on the features of your beverage, tell the story of its journey. Why did you create this brand? What inspired you? What challenges did you overcome to bring this product to life? Sharing these details adds depth to your brand and helps potential customers feel like they’re part of your journey.

  For example, if your beverage is a refreshing sparkling cider made with natural extracts, your brand story could focus on the purity of the ingredients and your commitment to sustainability. If your drink is a bold new bourbon blend, the story may revolve around sourcing barrels from small producers to better support local communities and businesses. The key is to create a narrative that resonates with your target audience and showcases your values.

  Consistency is crucial when it comes to storytelling. Your brand’s message should remain uniform across all platforms, including on social media, your website, or in-store displays. This consistency builds trust and recognition, making it easier for customers to connect with your brand on a deeper level. Ultimately, your brand’s story will help turn casual buyers into loyal fans, so make it compelling, authentic, and uniquely yours.

Collaborating with Influencers

  In today’s marketing landscape, influencers are like the modern-day version of word-of-mouth advertising. Collaborating with the right influencers amplifies your brand’s visibility while leveraging their credibility and trust. These influencers have built loyal followings by being authentic, relatable, and engaging, making them the perfect partners to introduce your new beverage brand to an eager audience.

  The key to successful influencer collaboration is selecting the right individuals who align with your brand’s ethos. This isn’t just about choosing the influencer with the largest following — it’s about finding someone whose personal brand and values match your product. For example, if your beverage is organic wine, look for beverage influencers who also dabble in the health and wellness space. If you’re launching a high-energy kombucha, fitness influencers whose content primarily focuses on performance enhancement and physical training would be the ideal partners.

  Once you’ve identified the right influencers, work with them to create content that feels natural and authentic. This could be anything from Instagram Stories showing the influencer enjoying your drink post-workout to a YouTube video where they share how your beverage fits into their daily routine. Whatever you choose, it’s essential that the content feels genuine and not overly promotional. The more authentic the partnership feels, the more likely their followers will trust and engage with your brand.

  Beyond just boosting brand awareness, influencers help build trust because their followers see them as reliable sources of recommendations. Similarly, when an influencer promotes your product, it lends an air of credibility that traditional advertising can’t replicate. This trust factor can be a game-changer, especially for a new brand trying to carve out space in a crowded market.

  Measuring the effectiveness of these collaborations is also key. Track engagement, brand mentions, and sales increases during influencer campaigns to ensure they hit their intended mark. In the end, partnering with influencers allows your beverage brand to tap into new audiences and build strong, credible connections with potential customers, all while creating buzz around your product.

Product Sampling and Events

  When it comes to marketing a new beverage, one of the most effective strategies is simple: let your product do the talking. Offering product samples and hosting events is a surefire way to put your beverage directly into the hands of potential customers, allowing them to experience it firsthand. There’s something undeniably powerful about tasting a drink that advertising alone can’t convey. For a beverage brand, sampling can make all the difference in sparking excitement and creating loyal fans.

  Product sampling works because it removes the risk for the consumer. People are more likely to try something new when there’s no upfront cost involved. Whether you’re at a local farmers’ market, a community event, or even a pop-up inside a grocery store, sampling your product allows consumers to engage with your brand in a direct, meaningful way. You can also partner with local businesses, gyms, breweries, or cafés to offer samples to their customers, which widens your exposure and aligns your brand with trusted, established names in your community.

  In addition to sampling, hosting and participating in events is another powerful way to build buzz around your beverage. From sponsoring a local sports event to hosting your own launch party, events create an environment where people can connect with your brand beyond the product itself. It’s not just about the drink — it’s about the experience. Create memorable moments that tie your beverage to a sense of fun, community, and lifestyle.

  For instance, if your sparkling alcoholic seltzer brand focuses on healthy, active living, you could sponsor a 5K run or a yoga event, offering your product as the refreshing drink at the finish line. If your beverage has a more social appeal, such as a cocktail mixer, consider hosting a tasting event at a trendy venue where guests can mingle and enjoy your drinks in a lively atmosphere.

  Ultimately, product sampling and events allow consumers to build a personal connection with your beverage. They’re no longer just hearing about your brand but experiencing it firsthand. This sensory engagement helps your beverage stand out, creates memorable interactions, and makes consumers more likely to reach for your product the next time they go shopping.

Engage with Your Audience and Build Your Community

  In today’s digital age, building a strong community around your beverage brand is just as important as the product itself. Engaging with your audience consistently and authentically helps foster brand loyalty and create a sense of belonging that keeps customers coming back. It’s about more than just selling a drink — it’s about creating a movement that people want to be a part of.

  To start, consistent engagement on social media is a must. Platforms like Instagram, Facebook, and TikTok allow you to interact directly with your audience to build personal and genuine relationships with them. Whether it’s responding to comments, reposting user-generated content, or sharing behind-the-scenes glimpses of your brand, showing that there’s an actual human behind the account helps create a connection with your followers.

  Another great way to engage your audience is through storytelling campaigns and contests. Run creative campaigns that encourage your followers to share their own stories or experiences with your beverage. For example, you could host a contest asking customers to post photos or videos of themselves enjoying your beverage in unique or fun ways, offering prizes for the most creative entries. This increases engagement and creates organic word-of-mouth buzz as your customers become your brand ambassadors.

  Collaborating with media outlets and bloggers is another effective way to expand your reach. Whether through press releases, interviews, or features, getting coverage in industry-specific publications or lifestyle blogs can help you tap into new audiences and further establish your brand’s credibility.

  At the end of the day, building a community means creating a brand experience that feels inclusive and welcoming. The more people feel connected to your story, values, and product, the more likely they will support your beverage and spread the word.

Measuring Success and Adapting Strategies

  Marketing isn’t a set-it-and-forget-it game, especially in the fast-paced world of beverage brands. Once you’ve launched your campaigns, it’s crucial to regularly measure their success and adjust your strategies accordingly. Tracking performance helps you understand what’s working, what isn’t, and where there are opportunities for improvement.

  Start by using tools like Google Analytics, social media insights, and sales data to monitor your progress. Pay attention to key metrics like engagement rates, website traffic, and conversion rates. Are people clicking on your ads? Is your social media engagement growing? Are sales increasing in the regions or demographics you’ve targeted? These data points provide valuable insights into how effectively your marketing efforts are connecting with consumers.

  Once you have the data, be prepared to adapt. If a particular influencer partnership didn’t generate the expected results, consider why and adjust your approach for future collaborations. If your online store’s traffic is high but sales are lagging, it might be time to refine your website’s user experience or adjust your pricing. Successful marketing requires flexibility, and staying responsive to the data ensures your brand remains relevant and competitive in a crowded market.

  Rene Lacad is a 28-year-old entrepreneur, speaker, and content creator who has been featured on Forbes, Entrepreneur, and MSN. He got his start in business when he founded an eight-figure marketing and creative agency that specializes in branding and paid media. His lifestyle content caught traction online where he was able to amass over 1 million followers and 500,000,000 views across his social media platforms. Since then, he’s been able to build other successful ventures like his software company SMMDealFinder, his supplement company Unlimitter, and his education company which helps aspiring entrepreneurs learn more about digital marketing and advertising.

Trends Shaking Up the Beverage Market  

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2 men and 2 women at a table in front of a laptop computer and smiling

By: Hanifa Sekandi

Trend fatigue is a real thing. Every year, it is something new. When you think your brand has captured the market with savvy marketing strategies, there is another plot twist. Everyone loves a plot twist in a movie, but not when it comes to modern marketing. It truly is a game of chess. There are many wins and many losses. Marketing teams need to have tough skin and a positive mindset. The long game in beverage marketing requires resilience. Also, a loss does not mean that your brand is failing. It means you must focus on marketing strategies that truly resonate with your audience. Every marketing campaign should include previous successful strategies that, time after time, have proven to be fruitful for your brand.

  As the CEO of a beverage brand, you need to ask your marketing team why they are not developing unique trends. Marketing campaigns that set in motion viral moments lead to other brands following suit and borrowing elements from your brand. Aside from being touted as the beverage of choice, being an industry gatekeeper elevates you to an elite league. And positions you with not just beverage brands but also other consumer goods brands. It also leads to opportunities for collaboration.

  When looking to jump on a trend, gravitate towards timeless ones if your budget is small. Hopping onto a viral trend works if your budget allows room for play, A.K.A. trial and error, rolling the dice. Some brands do not desire to be all things for everyone. Some brands are happy with their audience and consistent revenue. Many beverage brands in this category avoid trends and do not look for viral moments. For new brands, the pressure to surf the trend wave is overwhelming. Do you have a choice? Can you build your audience organically? If so, how? There are a few cost-effective methods to elevate your brand presence.

Here are two timeless trends:

Brand Collaborations

  Does your beverage remind you of extreme sport or a NASCAR race? If your beverage were a clothing brand, who would it be? Imagine your consumer. Where do they shop? What kind of activities do they find enjoyable? Is it fishing? Or golfing? Like beverage brands, consumer goods brands seek ways to reach their audience. An example of a unique brand collaboration was between Fender and Bixton clothing apparel. Fender needed to reach their audience through clothing buying preferences, and Brixton desired to be an apparel brand that musicians gravitate toward.  

  The Croc and Pop-Tarts collaboration is a fitting example of how to market two brands together. Both brands can reach their audience and attract new consumers from brand collaborations. This was a limited edition launch during the summer. When people purchased a pair of Crocs Classic Clogs, they would receive a box of Pop-Tarts and edible crocodile-shaped Jibbitz candies. This promotion ran for only three days, and a limited amount was available for purchase. Those who wanted to purchase this limited edition had to sign up at a microsite designed exclusively for this collaboration. Overall, this was a great marketing strategy to improve brand awareness. Having a sign-up form also allowed both brands to gain new subscribers to their newsletters. 

  Heineken, in 2017, partnered with BAPE clothing. For this collaboration, sweatshirts, backpacks, accessories, jackets and T-shirts were designed to combine BAPE and Heineken branding. These custom-designed items were only available at BAPE stores. The subliminal marketing in this effortless campaign strategy is notable. This is an out-of-home marketing strategy that illuminates the influence that clothing has on consumer choices and the beverages they purchase. Heineken as a beverage of choice when ordering a beer at the local bar after a visit to a BAPE store is a likely occurrence. Everywhere people go, they are influenced by the advertisements they see. Did you want pizza because you truly desired it, or is it National Pizza Day, and you keep seeing social media posts of the best pizza places?

  So how do you get started? How can you dream up a savvy brand collaboration? Research. Spend time understanding the behavior of your desired audience. Look at the brands they lean towards. Find out if the brands you have in mind have done brand collaborations before. Do not approach the marketing director of the brand you have in mind without a plan. You need to pitch ideas and why both brands would benefit from this collaboration. Set the stage for brainstorming ideas and opening the conversation. If you are lucky, they may see this as the perfect pairing. In some cases, you may need to present a marketing plan that allows them to visualize what this collaboration would look like. In addition, highlight the benefits for both brands if this collaboration occurs. 

  Should you only approach big, popular brands? No. Both BAPE and Brixton are niche brands. They target a specific consumer base. The sky is the limit with brand collaborations. Crocs also collaborated with KFC. With brand collaborations, you can do several in a year. Supreme clothing and Oreo collaboration is another notable think-outside-the-box marketing strategy. The food your consumer loves in the color of the clothing brand they cannot get enough of. Is your top-shelf tequila or ale the next limited-edition ice cream flavor? 

A Little Bit of Everything  

  Who doesn’t love a good Caesar salad? When the craving hits, you want to make your own. But you do not want to purchase every ingredient individually. Reaching for the pre-made salad mix is ideal. Consumers like it when brands offer them what they need without the hassle. Take the guesswork out of the process. If you sell cases of your beverage, consider including mixers or other drinks that pair well with your beverage. Multi-packs are quite popular, but consider making yours functional. Moreover, each beverage pairs well together.

  Consider something that has not been done yet, but maybe you will be the first. If your brand offers non-alcoholic beverages, split the pack in half to contain an alcoholic and a non-alcoholic option. Conscious beverage consumption is on the rise. This gives the buyer the option to have one or both. But for those who choose to drink less or attend a gathering with friends and do not drink, this takes the guesswork out for them. It is also very convenient.

  A little bit of everything also includes a signature fizzy flavored water that combines clean ingredients. This should be sold along with your beverage. Ensure that all the items are packaged or placed together in-store. Create promotional material that can displayed in-store that highlights your unique offerings. These campaigns can run along with recipes that a master mixologist has crafted for your brand. It also allows you to do a call-to-action where people can show you how they created cocktails from the limited edition offering. Take all the guesswork out for this limited-run campaign.

  An end cap is quite effective for this strategy. It saves the store trouble and gives you control over how you display this promotion. The beauty of this strategy is that you will introduce your existing consumers to a beverage from your product line that they have never tried. 

Two Trends for Success

  Each year, pick two timeless trends to implement. If previous trends are still serving you well, continue to utilize them, but be sure to add unique nuances so that they are familiar but different. Both brand collaborations and showcasing several products together are timeless trends that can be used all year. A little bit of everything works well in the summer and during the holiday season. Brand collaborations can occur every few months. Throw your net out wide to see how far you can go with each brand collaboration. Consumer brands are collaborating with famous bakeries. For example, Lakes Brew Co. collaborated with Ginger Bakers to make a Chocolate & Stout Loaf Cake with Lake Brew Co. Breaking Origin Imperial Stout. 

  Collaborations are not just limited to brands. Influencer and celebrity collaborations with limited-edition products perform quite well. This approach requires due diligence. Remember your brand ethos, what your brand represents and the desired goal. Partnering with a popular chef from a popular show could be fruitful. If you try this form of collaboration, do not assume you must collaborate with a popular influencer or celebrity. Your goal is to target your audience. Niche influencers and celebrities are also a smart choice. It also helps you narrow down your audience. Brand collaborations can have many angles. If you are bold, you can combine both trends: a little bit of everything and a brand collaboration. Both trends give you room to devise a marketing campaign that can help you become a noteworthy beverage brand. 

Elevating Beverage Distribution

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The Case for AI-Driven Systems Over Legacy Platforms

android robot standing behind a bar serving a glass of alcoholic beverage

By: Ian Padrick – Co-founder and CEO of Ohanafy

The beverage industry in 2024 is characterized by rapid evolution, driven by shifting consumer preferences, technological advancements, and new market dynamics. As consumers increasingly demand healthier and more customized beverage options, the industry is witnessing significant changes in product offerings and business operations. This landscape presents unique challenges and opportunities for beverage distributors, particularly those operating on outdated legacy systems.

  Legacy systems, which have been the backbone of distribution operations for many years, are increasingly becoming a liability. These systems are often inflexible, unable to scale with business growth, and lack the advanced analytics capabilities required to respond effectively to fast-changing market conditions. They struggle with integrating new data streams and automating processes, leading to inefficiencies in inventory management, customer relationship management, and overall supply chain operations.

  A recent study by Aberdeen highlights a stark reality: businesses that spend 12% of employee time searching for data can incur up to $1.2 million in unnecessary costs annually for a company with 200 employees. This underscores the critical need for systems that enhance efficiency and profitability by reducing wasted time and resources on inefficient data management.

  In contrast, AI-driven systems offer robust solutions by harnessing the power of data analytics and machine learning. These modern platforms can integrate diverse data sources, providing a holistic view of business operations and consumer trends. This integration enables more informed decision-making and faster response times. Therefore, transitioning to AI-driven systems is not just about keeping pace with technological trends but fundamentally enhancing beverage distributors’ strategic capabilities.

The Risks of Legacy Systems

  One of the primary risks associated with legacy systems is their inherent lack of integration capabilities. These systems often operate in isolation, meaning that data silos are typical. When information cannot flow seamlessly between sales, inventory management, and customer relations, inefficiencies abound. This can include delayed order processing, inventory discrepancies, and a poor customer service experience, which can erode trust and reduce client retention.

  Moreover, legacy systems typically lack scalability. As businesses grow and market demands shift, these systems struggle to adapt. This inflexibility can stifle innovation, as adding new features or expanding into new markets might require extensive manual intervention or even complete system overhauls, which are costly and time-consuming.

  Another significant risk is the absence of robust analytics. Legacy systems do not utilize the power of modern data analytics, which is crucial for making informed decisions. Without these insights, companies may make choices based on outdated or incomplete data, potentially leading to a general lack of strategic decisions.

The AI-Driven Solution

  Transitioning to AI-driven systems can effectively address these risks. AI-enabled platforms offer integrated tooling where data from various departments is consolidated, providing a unified view of the business. This integration enables more streamlined operations, from inventory management to customer relationship management, ensuring that all parts of the business are aligned and efficient.

  AI-driven systems are inherently scalable. They are designed to grow with the business, easily accommodating new functionalities or market expansions without the need for disruptive overhauls. This flexibility ensures that beverage distributors can respond quickly to market changes, a crucial capability in an industry as dynamic as beverage distribution.

  Perhaps most importantly, AI-enabled solutions have advanced analytics and machine learning capabilities. These tools can analyze large datasets to uncover trends and patterns that might not be visible otherwise. For instance, predictive analytics can forecast demand more accurately, enabling better inventory control and reducing overstock and stockouts. Similarly, machine learning algorithms can enhance customer segmentation and personalize marketing efforts, increasing sales and customer loyalty.

Applications of AI in Beverage Distribution

  The transition to AI-driven systems in the beverage distribution industry represents a significant leap forward in operational efficiency and market responsiveness. Here are several systems that stand to benefit from leveraging artificial intelligence to enhance various aspects of the distribution process.

Inventory Management: AI significantly improves inventory accuracy and efficiency. By analyzing patterns in sales data, AI can predict future demand more accurately, enabling distributors to optimize their stock levels. This reduces the risk of overstock, which unnecessarily ties up capital, and understock, which can lead to missed sales opportunities. For example, AI systems can integrate historical sales data with seasonal trends and promotional schedules to adjust inventory levels in real-time.

Route Optimization: AI-driven logistics applications can dramatically improve delivery efficiency by optimizing delivery routes and schedules. These systems analyze traffic data, weather conditions, and delivery windows to suggest the most efficient routes, reducing fuel consumption and delivery times. This cuts costs and enhances customer satisfaction through faster, more reliable service.

Customer Relationship Management (CRM): AI enhances CRM systems by providing deeper insights into customer behaviors and preferences. This enables personalized marketing strategies, such as targeted promotions and product recommendations based on data-driven insights. For instance, an AI-enhanced CRM system can identify purchasing patterns and predict when customers might be ready to reorder or suggest new products they are likely interested in, thereby increasing the potential for upselling and cross-selling.

Sales Forecasting: AI algorithms excel at processing large datasets to identify trends that would be difficult for humans to spot. In beverage distribution, AI can analyze data across multiple channels to forecast sales with a high degree of accuracy. This allows distributors to better align their schedules and marketing strategies with anticipated market demand, reducing the risk of surplus and shortages.

Operational Efficiency: Beyond these specific applications, AI drives overall operational efficiency by automating routine tasks, such as order processing and payment transactions. Automation reduces the likelihood of human error and frees staff to focus on more strategic tasks requiring human oversight, such as customer service and business development.

Security and Compliance: With increasing data breaches and stringent data protection regulations, AI systems can also provide advanced security measures to protect sensitive information. Moreover, AI can help ensure compliance with industry regulations by monitoring and reporting deviations in real-time, thus avoiding potential legal and financial penalties.

Embracing the Transition to AI-Driven Distribution

Distributors that have switched to AI-driven systems often report substantial improvements in operational efficiency and customer satisfaction. However, transitioning to a new system is not without challenges. It requires careful planning and a clear understanding of business needs. The key to a successful transition lies in choosing a platform that is not only powerful but also aligned with the business’s specific needs and goals.

  While legacy systems have served the beverage distribution industry well for many years, the rapid pace of technological advancement and changing market dynamics make it clear that the future belongs to AI-driven solutions. By embracing these modern systems, distributors can remain competitive in an increasingly complex and fast-moving marketplace.

About the Author

  Ian Padrick is co-founder and CEO of Ohanafy, the leading distribution management platform built on Salesforce. Before Ohanafy, Padrick has served in strategic roles at Salesforce, Veeva, nCino, Accenture, and Capgemini. He is highly regarded for his strategic vision and leadership within the Salesforce community and for continually advocating for the integration of AI-enabled technologies to enhance business operations and customer engagement. To get in touch, visit ohanafy.com/contact.

Boost Summer Marketing Strategies

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two cocktail glasses sitting in water

By: Hanifa Sekandi

It is summertime. It is a pivotal time for all beverage brands. It is an opportunity to capture a new consumer base and keep existing consumers loyal. It is also the best time to go rogue and experiment. Test your brand’s marketing limits.

  Before you dive into the deep end, test shallow waters first. See how your audience responds to slight changes – changes that stand out but maintain brand familiarity. People should still know how to identify your brand. So, keep key markers in place. For example, there is a better time to change or make adjustments to your brand logo. This should occur at the top of the year when most brands experience a dip in sales due to consumer behavioral changes. Dry January is a great time to revamp your brand. The summertime is when you push your brand to the forefront in a fun and colorful way.

  There are many ways to boost your summer marketing strategies. Many brands experience notoriety during the summer. An outsider can become a star brand overnight. Consumers are more open to new beverage brands during this time. Also, gatherings such as BBQs and festivals open the doors to beverage exploration. Take advantage of old-school marketing approaches, such as giving out mini samples of your beverage at events. This approach has proven to be successful for many beverage brands. As you begin to think of ways to benefit from this season, consider a summer label. 

  A short-order run of new labels is cost-effective. You can also repurpose these labels next time if you see a boost in sales and brand popularity due to an exclusive summer label. It also allows you to re-introduce your brand without developing a new product line exclusively for the summer. A fitting example of this is Busch Beer’s beer cans and packaging adorned with an image of corn. A label that their audience loves, and they repurpose it as a limited edition. The Bass Can limited edition run of their beverage is also notable. 

Seasonal Beverage Labels & Packaging

  Sometimes, products need a boost to be noticed. There are a lot of great beverages on the market that go unnoticed simply because of poor labeling and packaging choices. Also, even if they are aesthetically unappealing, popular beverages take centerstage. It is hard to cut through the beverage market noise. But it is certainly possible. Keep in mind that your beverage must meet consumer standards. There have been brands that have lost popularity due to poor beverage quality. Good ingredients paired with a palatable beverage are imperative. Brands can fix poor label decisions, but they cannot fix a poorly crafted beverage. Most brands do not aspire to go viral being known as the worst tasting beverage. Nor do they aim to be a one-hit beverage wonder. 

  You might assume that it may be too late to jump in on the summer beverage surge by developing limited-edition seasonal beverage packaging. It is never too late. Remember, this is a short run and a terrific way to grow your consumer base. Also, you can sell this limited edition until the beginning of fall. Market segmentation will also help you push higher quantities of this limited run to regions that maintain warmer temperatures throughout the year to help manage supply overages that may occur. Research your demographic thoroughly. Therefore, you will know how to best allocate your beverage to retailers. 

  When designing your new beverage labels and packages, spend time researching colors and imagery that are symbolic of summer. For example, teal, white, yellow, orange and pastels captivate the senses. Coconuts, palm trees, water, sand, boats and ice cream complement summer imagery. Use subliminal marketing cues to draw people towards your beverage. Some full-bodied beers taste like milkshakes. The thickness and riches of the beverage give a desert-like experience. Is your beer the root beer float of ales? Play off flavor profiles to highlight your beverage. 

  Here is an opportunity to showcase the time and effort poured into the cultivation process. What is the star ingredient? What sunny destination does this beverage remind you of when you take the first sip? Is it capri or the cottage on a sweltering day surrounded by trees while sitting on a boat at the lake with friends listening to music? You are the designer of your brand’s culture. Convince people to join in on the movement. 

Get Bold with Cocktail Recipes

  Everyone thinks they are America’s next best bartender once the party gets going. Developing new recipes to diversify a beverage experience is another way to boost marketing strategies. New recipes can be featured on blog posts and social media. Hire a master mixologist to craft summer cocktails using your beverage. Create further engagement with a call to action by asking consumers to display their at-home bartending skills by making a cocktail with your beverage. 

  Reimagine your beverage. Take the ordinary and transform it into something extraordinary. This is a wonderful way to test market new beverage variations. Recipes that perform well can lead to a limited-edition product line that is only available in the summer. So, what is in a great recipe? Since it is summer, lean towards ingredients that pay homage to warmer weather or destinations. Also, incorporate fruits or vegetables that are in season. They are readily available for your consumer. It demonstrates that you understand true recipe development. Restaurants often rework their menus to ensure they use ingredients during peak seasons. Summer fresh labels and packaging go hand in hand with expertly crafted cocktails that combine ingredients that favor warmer months. 

  Avoid complicated recipes; this is not a magic show. Also, it should be cost-effective so your consumer can invest more in your beverage than shopping for ingredients. Turn well-known beverages like slushies, milkshakes, sweet tea or lattes into a cocktail. A familiar beverage with a little kick is always favorable. For those who prefer to sip their beverage or prefer just one, this will go over well. A quality cocktail that is familiar, fun and tastes great will get your audience engaged and excited to give your recipe a try. Remember that summer when the frosé was trending? Any brand could make a variation of this refreshing icy beverage. Cocktail recipes are not just reserved for spirits, liquor and wine; beer can also be used to join the party. Beer and espresso pair quietly nicely. This cocktail might beat out an espresso martini. Feeling extra bold? Add some vanilla ice cream. 

High-End Merchandise

  Subliminal marketing has many angles. The use of repetitive imagery via commercials and print ads is one route. Another route is high-end merchandise. Yes, the cool kids rummage through vintage clothing stores, looking for apparel from iconic beverage brands. It is not because they seek to make a fashion statement.

  Moreover, brands of yesteryear did a great job with product development. They designed a cap that was both functional and well-designed. They used quality fabrics and designs that people felt proud to wear. There was an understanding that people wear things they like. Also, cheesy merch would be thrown at the back of a closet. A patchwork denim jacket featuring your brand is a great collector’s item. When getting designs printed on t-shirts, opt for direct-to-fabric printing; it wears well over time. Also, select high-quality fabric. Whether you are giving merchandise away or making it available for purchase, people love wearing merchandise by their favorite beverage brand if it leans towards something you would find from a fashion brand. 

  Many generic clothing brands adorn their clothing with their logo. Walking into a bar and seeing a patron wearing a vintage Coors light t-shirt or baseball cap may entice patrons to order this and another brand’s beverage offering wearable merchandise. So, as you brainstorm ideas to boost your summer marketing strategies, consider a limited-edition merchandise collection. Research old and new popular merchandise from your competitors. What brands do you commonly see people wear while out? Are distressed t-shirts in, or are truck driver-style hats popular? Do not just paste your logo on items and think this is enough. Hire a designer who works in apparel and merchandise. Have them dream up a merchandise collection. If you do not think this is a worthwhile endeavor, think again. Fender Guitars did a great capsule collection with Brixton apparel that sold quite well. 

  High-end merchandise is not only coveted but it is also sustainable since it is more likely to be worn and can be resold. Sellers on eBay who source iconic beverage brand merchandise make a lot of money and are always on the lookout for what will be a high-value item once it is discontinued. If you sell out of items, do not produce more. Scarcity and novelty drive demand. Re-introduce these items the following year or as a special holiday season gift people will receive when they purchase your beverage. Your goal is to drive beverage sales. High-end merchandise is a great branding tool to transform your brand’s reputation. 

Mindful Drinking Culture & Beverage Marketing

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people holding a beer mug, cocktail glasses and a beer bottle

By: Hanifa Sekandi

As consumers become health conscious, their alcohol consumption habits are under careful review. Alcoholic beverage companies need to take note. Keg party adverts are generally less appealing year-round. What works during football season will not work during the off-season. Mindful alcohol consumption enthusiasts lean toward brands that consciously market their beverages. Being the life of the party is desirable but certainly not sustainable. Being the “it” beverage is also desirable. But there are many ways to enjoy your favorite beverage. It is up to brands to illustrate versatility.

  This is especially true for brands looking for lifetime consumers who value quality – consumers who do not consume alcohol for sport but rather for leisurely pleasure. Brands must take drinking culture shifts into account as people look to change their relationship with alcohol. This type of consumer will also pay close attention to brand messaging. It is a confusing trend but the new normal that marketing teams must adjust to. Does this mean it is time for you to reconfigure your entire marketing strategy? No! Never lose sight of who your audience is. You are adjusting your marketing wheel, not reinventing it.

  How did this happen? For many years, beverage companies could run the same marketing campaigns year after year. It was business as usual. TV commercials and out-of-home marketing always hit marketing targets and sales goals. Perhaps previous marketing strategies worked because sources of influence were limited. Companies knew where to find their consumers. And their consumers, whether they liked it or not, would be exposed to advertisements everywhere they went. Traditional advertising gave companies more control over their audience and their brand messaging. 

  The golden marketing era of yesteryear is over. The digital world shifted this simplistic yet captivating force. A basic, giant billboard does not captivate the masses as quickly as it once did. Alcoholic beverage companies need to think outside the box. Modern consumers are distracted and overwhelmed by over-marketing. As a result, they look for brands that fit their lifestyle ideals. However, the digital world allows consumers to have direct access in real-time. It has also led to marketing blunders from overzealous marketing teams. Checks and balances are overlooked to keep up with a fast-paced social world. The beverage industry is not the only sector that needs to dial it back and rethink its marketing approach.

What is Mindful Drinking Culture?

  Have drinking habits changed? This is hard to discern. Depending on where you live in the world, there may not be a significant shift. Drinking habits have diversified. People are not just influenced by drinking cultural norms in their city or country but also by other countries. International travel opens an opportunity to explore unique beverages and the social milieu of alcohol consumption. Traveling to Italy, one will discover that the cultural norms associated with drinking culture deviate from those in North America. Mainly, an alcoholic beverage is an accompaniment to a great meal enjoyed with friends and family. It is not the starter of the party or what holds the event together.

  Believe it or not, a mindful drinking culture benefits your marketing strategy. Now more than ever, people desire meaning. They prefer to support brands that care about the quality of the beverages they produce and their overall impact. For some, mindful drinking is imbibing alcoholic beverages with clean ingredients and brands that use sustainable packaging and cultivation methods. Brands offering single-serving sizes of their beverages are quite favorable. Mindful drinking culture carries the idea that moderation is equally as good as excess. Supporting a brand should not contradict lifestyle goals.

  Yet there is some confusion about the use of the word mindful. What does it mean? Mindful living encompasses the ideal that people thoughtfully and actively make decisions with awareness and care—selecting a beverage thoughtfully and consuming it with this principle. 

  Embracing this trend is a wonderful opportunity to segway into the NoLo market. Or you might diversify your beverage portfolio with variations of a popular beverage from your product line. For example, Heineken recognizes this shift and embraces a mindful drinking culture with the statement, “We believe alcohol, when consumed in moderation, can be part of a well-balanced lifestyle.” A powerful stance that has increased consumer trust and opened the door to expanding their product line. Heineken has gone a step further by giving customers access to ingredients and nutrition information for all their beverages—a notable example from an industry leader in effective mindful marketing.

  It is an approach that bolsters their bottom line while respecting consumer choices. Heineken is appealing to a consumer who may desire one or two alcoholic beverages and  loves their beverages but would enjoy a comparable alternative option throughout the night. Heineken did not reinvent its brand but rather expanded its brand ethos for the future.

  Mindful drinking culture also reminds us that how and where people choose to enjoy a cocktail does not have to fit into a stereotypical framework. Are consumers mindfully looking for healthier alternatives with less sugar, or are they preservative—and filler-free? Mindful marketing strategies should zero in on keywords and key elements that will draw this consumer to their beverage. It opens up a world of possibilities from a marketing perspective and brand development. 

What Is Conscious Marketing?

  Just because it is trending online does not mean your brand should participate. Everyone online is a post away from their audience turning on them. Conscious marketing is a steady and well-thought-out approach that maintains your brand values. It also sees the consumers as a long-term partnership. What is unique about this partnership is that although your product may stay the same with a few new additions now and then, your consumer will not remain the same. Kathy, your loyal consumer, will naturally experience life changes; with them, her views and lifestyle will change. What she will value in your brand is consistency and authenticity. If you are in the beverage industry for the long haul, beverage brands must get this aspect of their marketing ethos right.

  The entry of competing new brands that appear to experience overnight success may spur the need to experiment or chase the competition. Expert-conscious marketers use “the tortoise and the hare” approach to ensure that their beverage becomes a mainstay in the sector, an approach that can lend itself to a mindful drinking culture. Conscious marketing is driven by consumer choices and not social trends, choices that are driven by lifestyle.

  So, if you are worried about your customers abandoning your beverage in favor of new brands that have the advantage of marketing themselves as something new, what is the best approach? How can you still cut through the noise or maintain notoriety without being a one-hit, viral sensation? There is a lot to consider, but the approach is quite simple.

Pivot Your Brand Messaging

  In most cases, the answers are not out of reach. Review previous marketing campaigns. What stood out? How did your audience respond? Then, conduct market research. Ask your consumers questions. This can be in the form of a mini-survey with a discount code as an incentive. Or a call to action on social media or in a newsletter. Ask your audience how they enjoy your beverage. What would be the ideal setting to have a cold beer? Once you gather your data, strategize a marketing campaign that maintains your brand mission while pivoting your brand messaging to inspire and captivate your audience. 

  A consumer-first strategy that aligns with conscious marketing is focused on asking people what they want and not telling them what you think they want. However, beverage brands have found a way to interplay with other facets of culture, from entertainment to fashion. What a famous shoe brand does to appeal to customers is not what beverage brands should do. Both the entertainment and fashion sectors are unpredictable. Beverage brands cannot afford to roll the dice and hope a campaign hits the mark the way brands can in other sectors. It is easier for brands in these sectors to recover.

  Opportunities for experimentation are open in some sectors. In the beverage industry, once you have your audience, it is hard to recover them if you lose them. A clear blueprint of your consumers, their behaviors and projections into future behavioral changes will help you accommodate a mindful drinking culture while remaining competitive in an ever-changing industry. Who will Kathy be in ten years? How can you ensure that she is a lifetime customer?