The liquor business broadly includes wine, beer and beverage alcohol brands.
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 alcohol beverage business plan product alone would trump a well thought-out marketing strategy.
In fact, your ability to influence consumer trial and cultivate brand loyalty are in large part dependent on how your product is positioned, priced, and perceived in the marketplace see my blog post: Developed properly, your marketing plan will be the roadmap you follow to win customers and dramatically improve the success of your organization.
Below are the 7 essential components every marketing plan should have in order to achieve success. Take a 30,foot view snapshot of your organization, products, and the competitive landscape to see how you stack up.
Event though the truth sometimes hurts, be honest with yourself and organization.
This message should be carried through all of your marketing materials and should be an integral component of your go-to-market strategy. Consider other products they are buying within the alcohol beverage space as well as their broader lifestyle and consumption trends.
For the same reason, it is also critical to make sure that your packaging, marketing collateral, website and all touch points for the brand support both your price and your positioning.
If your package looks cheap, but your positing and price are luxury, it will dissuade consumers from trusting your product enough to trial. Your strategy for tackling the market opportunities you identified in the situation analysis along with specific revenue goals.
The collateral you will use to promote your business and product, support your strategy and attract your target consumers. Choosing the correct marketing materials, media and mediums such as sales sheets, tasting cards, hangtags and your website will be key to your success. Now more than ever, consumers are going online to learn about, review, and purchase alcoholic beverages.
Your online presence must accurately exude your brand personality and should never be an after-thought. Your online strategy should leverage SEO optimization, digital advertising in blogs, chat rooms and other relevant sites, as well as social media.
Consumers want to know the people and stories behind the products they buy. Gain a clear understanding of your specific legal constraints and then craft a successful distribution plan along with how you are going to support your distributor.
There are many resources including this article from Forbes that outline marketing budgets, but the consensus seems to be that start-ups should consider a range of 12 to 20 percent of gross revenue or projected gross revenue while established companies should allocate between 6 to 12 percent.
However, unlike other industries, the alcohol beverage industry must in many cases rely on the 3-tier distribution system due to current laws and regulations.
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By Kirsten Amann ‘Tis the season for gifts and shameless commerce! The busy shoppers flocking to your store don’t have time to be trolling the web for unique gifts for their wine, cocktail, and beer loving friends – for that matter, neither do you!