May 27, 2011 § Leave a comment
An experienced sales and marketing professional in the wine and spirits industry, Jeffrey Michael Fallon discusses some of the challenges facing companies that launch new liquor brands.
Marketing liquor is quite different from marketing many other kinds of products. For instance, in many jurisdictions, government regulations restrict the kinds of promotions that can be involved with alcoholic products, to a certain extent. While the highly competitive disposition of the market makes launching a new brand challenging, the nature of the product does afford certain natural advantages to marketers.
Liquor marketing strategies must begin by taking into account the market segment being targeted. At the low end of the scale, consumers look almost exclusively at price and will choose competitors based on small differences in cost alone. At the high end of the market, trends are less evident as consumers tend to be connoisseurs with specific, predetermined tastes.
The middle range shows the greatest potential for sales growth, as consumers are increasingly looking to maximize value and are willing to pay slightly more for quality. As in-home entertaining has grown in prominence, consumers look to provide high-quality drinking experiences to their guests, and so marketing efforts aimed at this segment often produce favorable results.
In other industries, promotions, giveaways, and competitions can help launch a new brand. When it comes to alcohol, however, promotions must carefully avoid encouraging excess consumption, which could cause liability issues for the company. This leads to a conundrum, as marketers need to encourage consumers to buy the new product, while at the same time discouraging them from trying too much of it.
In-store retail promotions can provide an effective method of countering this issue. Shoppers increasingly purchase their alcoholic beverages from larger, consolidated stores as opposed to specialty shops. These consumers are looking to purchase for future consumption, not for immediate use. In addition, they are receptive to the idea of paying more for a premium product. For this reason, a spokesperson in the store can help consumers make a decision on upgrading to the new, premium brand.
April 25, 2011 § Leave a comment
The warm flavors of Irish whiskey combined with the smoothness of cream makes Bailey’s Irish Cream a perennial favorite among cocktail lovers. As a wine and spirits industry professional, Jeffrey Michael Fallon offers cocktail recipes for drinks you can make with Bailey’s Irish Cream.
1. Iced Irish Coffee: In a cocktail shaker, combine one ounce of water, two tablespoons of instant coffee, and sugar to taste. Shake until the coffee dissolves, then add eight ounces of milk and shake again. Pour into a glass and add one ounce of Bailey’s Irish Cream and a scoop of chocolate ice cream.
2. French Dream: In a shaker with ice, add one ounce each of Bailey’s Irish Cream, Kahlua, and Chambord. Shake and strain into a chilled martini glass.
3. Dragoon: Combine ½ ounce each of Bailey’s Irish Cream, Kahlua, and black Sambuca in a cocktail shaker with ice. Shake and strain into a glass.
4. Midnight Mint: Rub the rim of a martini glass with sugar syrup, and then dip in unsweetened cocoa powder. In a shaker with ice, combine one ounce of Bailey’s Irish Cream and ¾ ounce each of white crème de menthe and cream. Shake and strain into a glass.
5. Irish Cow: In a small saucepan, heat two ounces each of Bailey’s Irish Cream and milk. Serve in a coffee cup topped with a little fresh nutmeg.
6. Melty Snowman: Combine three ounces of Bailey’s Irish Cream, four ounces of Dr. Pepper, and five ounces of milk in a cocktail shaker with ice. Strain into a glass.
7. Cuban Cigar: Combine ½ ounce each of Bailey’s Irish Cream and crème de cacao in a cocktail shaker with ice. Shake and strain into a test tube.