Information about advertising brands of Vodka in Floridian liquor stores and some different marketing strategies.

1. Information about advertising in liquor stores &
more.

2. Table of Contents:
PageTitle: Page Number:
Statistics 3
Location Pricing 11
Vodka Brands 23
Top Distributors 30
Consumer Behaviors 44
Laws & Regulations 51
Self-Regulated Practices 57
Marketing Strategy 62
Experiential Marketing 63
InfluencerStrategies 75
Media Platform 85
PackagingStrategies 103
Company Ad Examples 112
Tips 122
Trends 140
Work Cited 146

3. An overview of different strategies to use with Liquor advertisements.

4. Marketing with events & pairings.

5. In-Store Events:
Spreads theWord
While doing free
sampling, you’re
immediately
increasing
awareness of your
brand
Tempts Existing
Customers
Introduce existing
customers to other
products under a
brand name they
already like
Receive Publicity
If sampling is given
in a particularly
noteworthy way,
like a food pairing
event, there might
be some press
coverage or
internet buzz about
the company and
brand
Shows
Confidence in the
Product
If giving out free
tastings, gives the
message of that
you expect to hear
only positive
feedback in return
Companies that
have no confidence
in their products are
hardly willing to
give out free
tastings
Builds Consumer
Confidence
Newer brands can
give customers a
sense of confidence
with an unknown
product before they
commit to buy
Consumers want to
make well informed
decisions when
buying expensive
brands- Consumers
are savvy

6. In-Store Events:
• More than a 1/3 of customers who tried samples say they buy the product during
the same shopping trip
• 87% of consumers purchase the product or service after an event at a later date
• Even after an event, sales of the sampled products can continue to increase
• 48% of brands realize a ROI of between 3:1 to 5:1 with their events and
experiences

7. In-Store Events:Tastings
• Tastings are an effective way to encourage
consumers to sample, compare and ultimately
choose new alcohol products
• There are about 5,000 brands of distilled spirits on
the market in the U.S. and hundreds of new brands
are introduced to the market each year
• 36 states allow consumer spirits tastings both on-
and off-premise- F.L. is one of them

8. In-Store Events: Paid Brand Endorser
• Brand endorsers are not brand ambassadors-They are paid to know about your
band and to increase sales
• However, many hold the job title of “BrandAmbassador”
• They may also be referred to demonstrators
• Brand endorser events may involve pre-packaged samples or coupon distribution,
but mainly include the sampling of a product

9. In-Store Events: Brand Ambassador
• A brand ambassador is a person who is willing to promote a company’s product or
service with out pay
• Usually it’s someone external to the company whose efforts contribute to the
company’s revenue
• Unlike endorsers, they believe in the brand first- then try to get paid from
endorsing the brand

10. Tips for Hosting a Successful Event:
• The 5 senses are
the gateway to
overriding the
logical part of
decision making
• Use the strengths
of the vodka- Give
samples of
different ways to
mix and consume
the liquor
Include all
5 Senses
Consumers love to
make choices that
make them feel
empowered and in
control- so give
them options
Give a
Variety of
Options
Its hard to miss
bottles that have
sharp-looking
promotions among
the see of bottles
Use a
Branded
Display

11. Tips for Hosting a Successful Event:
Use Experienced
Sales Staff
• Use individuals that
can get the attention
of passers-byers
• Band ambassadors can
sway a consumer to
buy your brand-They
can also turn
consumers off of a
brand entirely
DecideWhyYou're
Sampling
• Develop a clear idea of
why sampling is
necessary
• Return to the
company’s mission and
core values to be
reminded of why your
product is worth trying
Find aTarget
Audience
• Choose what store,
location, event, or
show to host in
Have a Plan
• Sampling is expensive-
It's a balancing game
based on the size of
the market and what
you're trying to do

12. Strategies to use with influencers.

13. Influencer Strategies:
Social Media Platforms Have
Become More Adept at Collecting
Data on Users:
Metrics verify that platforms like
Instagram have reached the 71.6% mark
Patrón reported that digital spending was
up 30% in the last year
Digiday reported that 97% of spirits
brands are marketing on Instagram, up
from 82% last year

14. Influencer Strategies:
Instagram
Facebook
YouTube
Twitter
Alcohol brands are diverting
more of their budgets to digital
ads to try to engage audiences
on social media platforms
Social media has become better
at establishing safeguards to
protect young audiences

15. Influencer Strategies:
Why Alcohol Brands &
Social Media Influencers
are a Perfect Fit
Promoting a Lifestyle!
AbsolutVodka's
Nightlife-Focused
Ads
InfluencersAre an
EffectiveWay For
Spirit Companies to
Reach Large
Audiences

16. Influencer Strategies:
Engaging Online
Event Activations
Hosted ByTop
Social Media
Stars
Driving foot traffic
This strategy can be powerful to drive
response and turnout at local events
Engages consumers more if the
influencer is based locally

17. Information came from the following sources.

18. Work Cited:
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<https://www.qualitylogoproducts.com/blog/18-amazing-liquor-bottles/>.
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liquor-store
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and-advertising-tips/
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• "About - Breakthru Beverage Group." Breakthru Beverage Group. Breakthru Beverage Group, n.d. Web. 11 Oct. 2016. <http://www.breakthrubev.com/About>.
• "About Drizly." Drizly. N.p., 2016. Web. 04 Oct. 2016. <http://drizly.com/blog/about-drizly/>.
• "About Us." Southern Glazer's Wine & Spirits. Southern Glazer's Wine and Spirits, LLC., n.d. Web. 11 Oct. 2016. <http://www.southernglazers.com/about-us/>.
• "Alcohol Brands Get Creative With Influencer Marketing ." Mediakix Influencer Marketing Agency. N.p., 2016. Web. 06 Oct. 2016.http://mediakix.com/2016/03/alcohol-
advertising-social-media-influencers/#gs.=T6f5Bw
• "Alcohol Product Tastings | DISCUS." Distilled Spirits Council of the United States | DISCUS. Distilled Spirits Council of the United States, n.d. Web. 11 Oct. 2016.
<http://www.discus.org/policy/tasting/>.
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spirits-six-key-trends-for-2016/2/
• Baker, Amy. "Why Email Marketing Works So Well For Liquor Stores." 360 Marketing. N.p., n.d. Web. 11 Oct. 2016.
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19. Work Cited:
• Beese, Jeniffer. "Alcohol Marketing Guidelines on Social Media." Sprout Social. Sprout Social, Inc., 30 Mar. 2015. Web. 11 Oct. 2016.
<http://sproutsocial.com/insights/social-media-alcohol-marketing/>.
• Blazenhoff, Rusty. "Frozen Ghost Vodka, The Supernatural Super Premium Vodka." Laughing Squid. N.p., 2011. Web. 06 Oct. 2016. http://laughingsquid.com/frozen-
ghost-vodka-the-supernatural-super-premium-vodka/
• Broad, Martin. "Global Trends in Marketing Alcohol Brands." Ebiquity Opinion. N.p., 2016. Web. 03 Oct. 2016. http://blog.ebiquity.com/2016/04/global-trends-in-
marketing-alcohol-brands
• By Offering Current and Potential Customers the Option to Have Their Beer,. "5 Great Liquor Store Marketing and Advertising Tips!" - LiquorMaps.com. N.p., n.d. Web.
11 Oct. 2016. < http://www.liquormaps.com/5-great-liquor-store-marketing-and-advertising-tips/>.
• Calejo, Gino. "Liquor Stores/Package Stores (Beer, Wine & Liquor Stores)."Bizbuysell.com. Business Brokerage Press, Inc, 2012. Web. 11 Oct. 2016. PDF
<http://www.bizbuysell.com/shared/listings/105/1054173/ad209fde-d175-4135-8533-a5234f192e93.pdf>.
• Communications, M. Shanken. "Domestic Vodka Stays Strong –." Market Watch. N.p., 2015. Web. 11 Oct. 2016. <http://marketwatchmag.com/domestic-vodka-march-
2015/>.
• "Crown Wine & Spirits." Crown Wine & Spirits. N.p., n.d. Web. 11 Oct. 2016. <http://www.crownwineandspirits.com/>.
• "Digital IQ Index: Spirits — the Future Is Mobile." L2 Benchmarking Digital Performance. N.p., 2013. Web. 11 Oct. 2016. <https://www.l2inc.com/digital-iq-index-spirits-
the-future-is-mobile/2013/blog>.
• "EFFEN Vodka Launches Limited Edition Football Bottle." Packaging Strategies RSS. N.p., n.d. Web. 05 Oct. 2016. http://www.packagingstrategies.com/articles/88590-
effen-vodka-launches-limited-edition-football-bottle
• "Finest Selection!" Your Fine Wine Store. N.p., n.d. Web. 10 Oct. 2016. <http://www.vintageliquor.com/>.
• Freeman, Elizabeth. "4 Emerging Packaging Design Trends of 2016: Essentialism." RSS. N.p., 2016. Web. 03 Oct. 2016.
http://www.thedieline.com/blog/2016/1/13/emerging-packaging-design-trends-of-2016-essentialism
• Gallup, Inc. "Drinking Highest Among Educated, Upper-Income Americans."Gallup.com. N.p., 2015. Web. 11 Oct. 2016. <http://www.gallup.com/poll/184358/drinking-
highest-among-educated-upper-income-americans.aspx>.
• Gannon, Drew. "How to Use Samples to Promote Your Product." Inc.com. Inc.com, 26 May 2011. Web. 11 Oct. 2016. <http://www.inc.com/guides/201105/how-to-use-
samples-to-promote-your-product.html>.

20. Work Cited:
• “Google Images.” Google. Google, n.d. Web. 11 Oct. 2016. <www.googleimages.com>.
• "Hamptons Palm Beach - Finest Wine & Spirit Selection." Hamptons Palm Beach - Finest Wine & Spirit Selection. N.p., n.d. Web. 11 Oct. 2016.
<http://hamptonspalmbeach.com/>.
• Hayzlett, Jeffrey. "What Does It Mean to Be a Good Brand Ambassador?" Entrepreneur. Entrepreneur Media, Inc., 25 June 2015. Web. 11 Oct. 2016.
<https://www.entrepreneur.com/article/246773>.
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<http://yourbusiness.azcentral.com/marketing-strategies-liquor-package-stores-26511.html>.
• Hoback, Jane. "Engage Customers with In-store Demos." New Hope Network. N.p., 23 Feb. 2011. Web. 11 Oct. 2016. <http://www.newhope.com/managing-your-
business/engage-customers-store-demos>.
• "Home." Jensen's Liquors. N.p., n.d. Web. 10 Oct. 2016. <http://www.jensensliquors.com/>.
• "Home- An Introduction." Johnson Brothers of Florida, Inc. | Tampa, Florida. Johnson Brothers Liquor Company, n.d. Web. 11 Oct. 2016.
<http://johnsonbrothersoffl.com/>.
• "How to Grow Sales at a Liquor Store." Small Business. N.p., n.d. Web. 29 Sept. 2016. http://smallbusiness.chron.com/grow-sales-liquor-store-24401.html
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<https://www.commonwealthfoundation.org/docLib/20130517_LiquorWholesalers.pdf>.
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21. Work Cited:
• "Kendall Fine Wine Spirits." Kendall Fine Wine Spirits. N.p., n.d. Web. 11 Oct. 2016. <https://www.finewinespirits.com>.
• "Liquor Cabinet." The Liquor Cabinet. N.p., n.d. Web. 11 Oct. 2016. <http://www.theliquorcabinetonline.com/>.
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22. Work Cited:
• "Products." United Paper Box Diverse Packaging Products. N.p., n.d. Web. 06 Oct. 2016. <http://www.uni-pac.com/products.html>.
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