What Does the Premiumization Boom Mean for Wine Marketers?

Woman drinking white wine on patio

Though this change had been sneaking up on us ever since the U.S. economy got back on its feet, 2015 marked the official start of the wine industry’s “trading up” trend, which I optimistically viewed as a sign that the ever-maturing American palate had no turning back. Finally! What the wine trade calls “premiumization” (or, […]

What You Should Be Drinking This Fall: Five Trend Predictions

The very definition of the word trend means to veer in a general direction or to show a tendency. Below are five beverages on my radar for the coming months, rooted in hard data but sourced from what I’m seeing and hearing in the New York scene. Fresh cocktails The surge of nutritionally-aware (if not nutritionally-balanced) cocktails […]

Telling the Tale: Two Beverage Brands That Get it Right

Today’s consumers are savvier than ever, with ever-increasing access to their favorite brands via social media. Marketers are tasked with identifying their target customer and developing a strategy that tells the authentic story of their brand. From gender-specific marketing to retelling a historic tale of an iconic brand, below are two examples of beverage brands that […]

My Cava Obsession Explained

There is nothing more perfect and refreshing than popping open that soothing, sparkling goodness known as Cava.  Whether at the beach, after work in NYC or following a great hike with my wife, sipping Cava is kick back relaxation in a glass. If you aren’t familiar with it, then yes, you are missing out on […]

Sour Ale: A Beer for Wine Drinkers

The adult beverage market is as vast as the sea, with ever changing tides to keep marketers on their toes. The explosion of the craft beer movement has brought a lot of recent attention to sour ales, which are popping up all over. Just when you thought you were learning the difference between porter and […]

Three Important Things to Consider in Wine and Spirits Event Marketing

Over the past six years at the agency, I’ve had the opportunity to work across a variety of industries, from consumer and technology to education and healthcare. Most recently I’ve broadened my experience into the spirits industry in the capacity of media relations and event marketing for a vodka and whisky brand. Personally, I found […]

Reviving Beer: Why National Beer Day Matters

‘Twas the day before #NationalBeerDay, and marketers everywhere Were scratching their heads and wondering, “Why do we need another made-up “holiday?” Is it an arbitrary date on the calendar, selected by marketers to increase product promotion? Does anyone even care? The story of National Beer day begins during drier times in the United States. Prohibition, […]

How to run a press trip: Five tips to ensure successful outcomes

I’ve been fortunate to be a guest at, as well as organize, press trips to wine regions around the world. Recently I’ve been asked to share best practices for hosting groups. Below are my five tips for structuring a successful visit. 1. Plan in advance. People’s schedules book up. If you have identified people that […]

Malternatives – Marketing Lessons from Alcohol Segmentation

It seems like only yesterday I was writing about the seemingly out-of-nowhere arrival of Not Your Father’s Root Beer, and the marketing lessons to be learned from their hugely successful launch into the market. But six months have already passed, and we are beginning to see more and more hard soda brands on the shelves, […]

How Millennials Are Shaping the Alcoholic Beverage Industry

New Year’s Day 2016 rang in a new era for booze marketers: On January 1, all millennials were of legal drinking age. Millennials are now between 21 and 38 years old and 79 million strong. Even without the last stragglers reaching 21, millennials consumed 159.6 million cases of wine in 2015, according to a recent […]