Sales Archives - Drink With Your Eyes®

The Canned Cocktail Revolution

June 29, 2021 by David Schuemann Leave a Comment

The ready-to-drink (RTD) category has transformed itself from cheap, sugary cocktails with inferior ingredients to a new premium space that is being driven by the craft spirits movement.

No longer relegated to the dusty bottom shelves of retail, these premium RTDs are setting a new bar for the category’s reputation by emphasizing craft and quality as much as convenience, and very well may be the new frontier of opportunity and cash flow for many craft spirits producers. According to IBIS … Continue reading

Upping Your Brand Game & DTC Sales

October 15, 2020 by David Schuemann Leave a Comment

Improving your craft brand’s online presence and your consumer’s virtual experience has never been more important.

With Covid-19 lockdowns shutting down or at least severely reducing the number of visitors to distilleries, restaurants and bars across the US, craft distilleries have seen their ability to sell their product plummet while consumers have flocked online to purchase their favorite libations.

There are now more than 40 states where consumers can purchase liquor online because regulations for selling spirits direct-to-consumer are relaxing, … Continue reading

Branded House vs House of Brands for Alcohol Beverage Branding

June 19, 2017 by David Schuemann Leave a Comment

For many start-up alcohol companies the question of whether to build a Branded House vs. House of Brands is a critical one to answer for their company and brand’s future success.

Whether you plan on launching just one product or dozens, considering your company’s strategy for brand architecture and how it will evolve over time is a critical first step to ensure your brand’s success and ultimately, its strength in the market.

The Branded House vs. House of Brands comparison … Continue reading

The Importance of Establishing a Marketing Plan & Budget for Alcohol Beverage Branding

March 31, 2016 by David Schuemann 4 Comments

Whether a start-up or an established producer looking to expand, developing a realistic and well thought-out marketing plan and budget is crucial to success.

Rule #1: Remember, you are in the business of selling, more than you are in the business of producing.

Many a passionate producer has failed in thinking that the exceptional quality of their product alone would trump a well thought-out marketing strategy. In fact, your ability to influence consumer trial and cultivate brand loyalty are in … Continue reading

The Dos and Don’ts of Label Hierarchy for Alcohol Beverage Branding

June 25, 2015 by David Schuemann Leave a Comment

When consumers are choosing a wine, spirit or beer from the shelf or at a restaurant, they are influenced both by analytical and aesthetic cues provided by the packaging and its label hierarchy of information. Here’s what you need to know about this delicate balance to influence consumers to choose your product over your competitor’s.

Typical Hierarchy

In very general terms a typical label hierarchy from most prominent to the least prominent is as follows:

Brand Name
Product Type/Flavor (Gin,

Bringing Your Brand to Market for Alcohol Beverage Branding

April 30, 2015 by David Schuemann Leave a Comment

Considerations brand owners should be aware of when developing their brand launch and distribution strategy.

You’ve finally done it, congratulations! You have created your product, developed your brand identity and packaging and now you are ready to get your finished labor of love into the hands (and mouths) of your consumers by bringing your brand to market. While it may seem like the bulk of your work is behind you, you still have some big decisions to make with how … Continue reading

Navigating the 3-Tier System for Alcohol Beverage Branding

April 15, 2015 by David Schuemann 2 Comments

How to choose the right distributor for your alcohol beverage brand.

Though the popularity (and legality) of direct to consumer sales is growing, the “bread and butter” sales channel for alcohol beverages is the 3-Tier system. Finding the right distributor for you is crucial to your brand’s success. Distributors come in all shapes and sizes but here are the 3 of the most common:

Top Supplier Distributor
These distributors often have a leading market share in particular state or region … Continue reading

The Importance of Marketing Materials in Alcohol Beverage Branding

February 23, 2015 by David Schuemann Leave a Comment

Well executed marketing materials such as brand sales sheets, tasting notes and shelf talkers will ensure that your brand is working hard for you in the market.

DON’T STOP…. You have completed so much hard work by establishing your brand story and your new package and now you are ready to introduce it to the world. Whether you are presenting to consumers directly, distributor teams or retail accounts, don’t enter the arena empty-handed.

4 Keys to Successful Marketing Materials

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