Category: Spirits

Common Ground: Beverage producers are looking across categories for new marketing and branding ideas.

The ingenuity of today’s alcohol beverage industry is fueled by equal parts imagination and enterprise. By looking for inspiration across categories, producers of wine, spirits, brews, and ciders are finding new audiences and creating new marketing opportunities. Before we delve into some successful examples of shared tactics, it’s important to know what’s driving these trends. According to Liz Thach, Ph.D., professor of wine and business management at Sonoma State University in California, the most likely catalyst is the eclectic palate of millennials, who “want to experiment,” she says. “Millennials are ‘seekers’ who want to try new things.” Of course,...

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Distribution Reinvented: Beverage distributors harness technology to keep pace with consumer demand.

When Prohibition was repealed in December 1933, the U.S. Congress established the state mandated three-tier system (SMTTS) for distribution of alcohol beverages as a way to oversee the industry while also providing multiple taxation opportunities as product moved across state lines. While, at the time, it may have seemed a necessary safeguard to prevent monopolies (including organized crime) from controlling the industry, today the three-tier system is seen by many as an antiquated and unnecessary barrier to commerce. Among the complaints is that SMTTS has failed to keep pace with the rapid development of technologies and information systems that,...

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Inside Team Training: Strengthening Your Core (Guest Column)

At the core of every business is an operational team that’s responsible for transforming materials, labor, and technology into the production and delivery of goods and services. Their work requires constant planning, coordinating, managing, and streamlining of facilities, equipment, and processes. With such full plates, it’s little wonder operations team members can become so focused on getting the job done, they lose sight of the greatest asset and strongest predictor of success: your people. It’s vital to hire the right people for your operational team, treat them with dignity and respect, provide fair pay and equal benefits, and create...

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2018 New Product Preview

Here’s some of the equipment, systems, and devices coming your way in 2018: Hartness Connect turns Hartness’ proven packaging solutions into smart, connected devices that better integrate into the manufacturing plant and process through apps designed to improve efficiency and implementation in all aspects of owning, operating, and maintaining Hartness equipment. Through a simple, intuitive interface and a suite of powerful apps, the operator and machine can better partner to improve efficiency, reducing mean time to recovery (MTTR), increasing mean time between failure (MTBF), and providing valuable information to help focus continuous improvement efforts and root cause analysis. The...

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CRM Software Helps Maintain Club Records

When building a beverage club, it’s important to make the sign-up process easy by having staff enter a customer’s information, creating a website with a short form, or building an app that lets members sign in quickly and earn rewards. Customer relations management (CRM) software programs can store and update data so your staff has more time to make the personal connections that lead to membership. Typical features include a display of customer emails and events, the ability to instantly sort information from a point-of-sale (POS) screen, and integration with common accounting programs. Ultimately, the best CRM program is the one that matches the structure and size of your club. TrueCommerce’s “member’s choice” feature is significant because it lets club members log in and customize their club order before a shipment is sent. “This improves club member satisfaction and reduces attrition, says Senior Vice President Alex Gile. “Another advantage to using a single database direct-to-consumer platform is that you can look in one place and see all purchase activity for a single customer regardless of whether the customer ordered online, over the phone, in the tasting room, or via the club.” Active Club Solutions’ ability to track all of a member’s purchases is a selling point for Dan Nechemias, national sales manager for the company. “ACS notes sales receipts, sends an email on a customer’s birthday, and provides customers...

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