Category: Marketing

Making Spirits Bright: Gift Ideas for the Imbibers on Your List

’Tis the time of year to celebrate, raise a glass (or three), and let those around you know how much they mean to you. If you’re searching for just the right something for a colleague, neighbor, loved one, or even for yourself, we’ve compiled some of the best gift ideas for those in the beverage business—or those who just like to drink. From classy to silly to WTF, you’ll find it here. For a Spirited December Advent Calendars filled with booze will put anyone in the proper holidaze state of mind. Available in American whiskey, Armagnac, bourbon, Cognac, gin,...

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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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Inside Wine: 10 Notable Developments in the World of Wine (2017 in Review)

The year 2017 saw new wine apps, new gadgets, and lots of consolidation. One of the most far-reaching trends is that baby boomers are finally being surpassed by millennials in terms of annual wine consumption. In fact, older boomers are starting to sell off their cellars, creating opportunity for those who want to go back in time and relive the ’60s in a whole new way. But 2017 held many other stories, too. Here are 10 deserving of mention. Milla Handley retires. When I read the press release announcing the official baton-passing of Handley Cellars to Milla’s daughter, Lulu, and to winemaker...

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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When Prohibition was repealed in December 1933, the U.S. Congress established the state mandated three-tier system (SMTTS) for distribution of alcohol beverages as a way to oversee the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 Beer: Top 10 Trends Shaping Craft Beer

If there’s one constant in craft beer, it’s how quickly the landscape continues to change. From mergers and acquisitions to strategy and packaging, here’s a look at some trends that will continue to impact the industry into 2018 and beyond. Big beer flexes its muscle. Even casual beer drinkers can’t help but notice the buying spree that juggernauts such as AB InBev, MillerCoors, and Constellation Brands have been on. Cult favorites Wicked Weed and Funky Buddha are just the latest in a long line of breweries to hand over their craft credentials in favor of the distribution muscle, resources,...

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