Building Relationships

Presented By: Lindsay Laubenstein Alcohol Alchemy Hospitality #NCBShow18

Lindsay Laubenstein Hospitality Consultant • • • • •

• • • • • •

USBG MA Certified Spirits Professional SWE Certified Specialist of Spirits Certified Cicerone® United States Bartenders’ Guild Pink Boots Society

Bartender Private Consultant Marketing Manager Brand Ambassador Bar/Service Manager Spirits Training Specialist

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The Lineup 1

PEOPLE and ROLES

2

BUILDING RELATIONSHIPS

3

TRAINING and EVENTS

4

Contact Lindsay

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The Houses Brokers

Distributors

DO NOT Distribute Product

DO Distribute Product

(except when they do)

Acts as an agent between suppliers and buyers

Also acts as an agent 0 and buyers between suppliers

Often works within Beer/Wine distribution houses in Control States

Holds product in their own warehouse to be delivered directly to buyers

*sometimes a company is both (not in control states for spirits)

BROKERS vs DISTRIBUTORS

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The Houses • Control States – The sale of spirits is closely controlled by the state’s liquor control system and individual broker agencies cannot deliver/distribute spirits – e.g. Ohio system: Brand commissions broker to help brand/supplier receive liquor control approval for sale in the state; broker places orders to supplier for delivery into bailment (state logistics system; brand still owns product stored in bailment); liquor stores operate under contract with the state and order product from the state for their store (once received by store, liquor now owned by state and state pays brand/supplier for product); store sells liquor at retail and to assigned bars and restaurants; sales reps from brokerage firm “market” product to bars and restaurants to encourage them to buy from their state-assigned liquor store

• Open States – Larger brokers are often also distributors and hold product they choose to represent in their own warehouses, and are able to sell and deliver directly to bars and restaurants without an extra intermediary #NCBShow18 #alcoholalchemy

House Roles Suppliers/ Brands

Distributors/ Brokers

• • • • •

Sales Reps Key Account Managers Portfolio Specialists Sales Managers Marketing Managers

• • • • •

Territory Managers Brand Managers National Account Specialists Brand Ambassadors* Brand Educators

*Agency “ambassador” models vs direct-from-the-brand contact

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House Roles • Sales Rep – Represents all products available within a brokerage/distribution house; your initial point of contact for brands available in your market; primary salesperson to bars, restaurants, and liquor stores – Organizes brand events, typically with assistance from either their sales managers and/or brand managers – Organizes training sessions for staffs, sometimes solo, sometimes with a visiting brand ambassador affiliated with brands – Range anywhere from extremely knowledgeable to minimally knowledgeable of represented brands

• Key Account Managers/Portfolio Specialists – A more specialized sales rep; typically represents a specific, smaller portfolio of products within a brokerage/distribution house with a focus on the top accounts in the market for that portfolio of brands – Typically more knowledgeable on brands than other sales reps since they have a more narrow brand focus

• Sales/Marketing Managers – The link between the street sales force and the brands; organizes and oversees the overarching schedule of brand visits and activities between sales force and the brand

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House Roles • Territory Managers/Brand Managers – Represents a specific portfolio of brands (e.g. All Campari-family products [including Wild Turkey, SKYY, etc.]) within a particular area of the country (Ohio, all control states, Midwest, etc.) – Coordinates large-scale events and visits with local brokers/distributors

• National/Regional Account Specialists – Builds and maintains relationships with national and regional chains for large-scale placements of brands, programs, and training

• Brand Ambassadors/Brand Educators – The face and mouthpiece of the brand. Knows everything important, and often many things obscure, about the specific brand they represent—if they don’t know the answer, they have direct access to the people who do. BAs and BEs travel their assigned region spreading the brand gospel, telling the stories, hosting events, and leading the charge of the brand. These are typically the most trustworthy teachers of the brand outside of the people who personally make the products • Brand Models, hired by third-party staffing agencies typically to run promos in bars and work large-volume events, may sometimes also be referred to as Brand Ambassadors, though they have only gone through the bare minimum of brand training and often represent for different brands and products on a weekly basis

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Building Relationships • Why Relationships Matter – – – – –

Assist you in training and education Assist you in event planning and execution Assist you in menu development Help you with exclusive and limited releases Bring special and exclusive events and brand spending to your venue

• Sales Force Relationships

– How to build: Don’t avoid them when they visit! – What they need: Occasional help with placements; to know what they can best help you with; your support! – Help them help you: Tell them what you want and need!

• Brand Relationships

– Focus on brands that are popular in your bar – Focus on brands you have a longstanding relationship with – Legal limitations/Pay-to-Play -http://daily.sevenfifty.com/how-to-avoid-pay-to-play-violations -Regional TTB seminars on trade practices #alcoholalchemy

Events • Types of Events – Cocktail classes for the public (and staff!) – Beer/Wine/Cocktail pairing dinners

– Holiday events (St. Patrick’s Day, Cinco de Mayo, Repeal Day, sports Opening Days, etc.) – Happy Hours, tap takeovers, etc. – Visiting distillers/brewers/etc. – Philanthropic events and programs (Negroni Week, BarMania, Just One Shift, etc.)

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Training • Training Assistance – Technomic bartender survey

• Bartenders actively seeking outside help in educating themselves – 46% go to peers and coworkers for information (54% of those in independent establishments) • Would like more formal training especially on mixology, craft beer, and wine pairings • Only 35% of those who reach out for outside assistance reach out to distributors/wholesalers

– Why suppliers want to help train your staff

• Bartenders are most likely to recommend the brands they love, have personal experience with, and the brands they know – the more brands they learn, the more product you move • To disseminate the most accurate and current info on brands • Consumers looking for stories behind brands they consume – Can be a double-edged sword: exaggerated marketing stories, particularly in the bourbon/whiskey world #NCBShow18 #alcoholalchemy

Training • Training Assistance – Category Training • vodka, gin, bitters, IPAs, Chardonnay, etc. • 101 level through Masterclass level – Brand Training • Specific brands (i.e. Bluecoat gin, Tres Agaves tequila, etc.) • Local brewery/distillery tours – Service/Technique Training • how to open and serve wine, classic cocktails, martini history, bartending basics, mixology, etc. – Partnered Training • Academy of Fine Spirits and Service series with Southern Wine & Spirits (select markets only) • BarSmarts partnership with Pernod Ricard • CRT “Award T” training partnership with Patron and USBG – Legislation Training • Contact local and state liquor control agencies and investigative units to train staff on how to properly ID, which IDs are acceptable and valid for serving, when and why you can refuse service to a guest, how Dram Shop laws can affect your bartenders and your bars, etc.

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Benefits of Relationship Building • If you show yourself as open and willing and easy to work with, you become a go-to spot for events/gatherings. – $$$$$ in everyone’s pockets • As reps and managers on both sides move on, the relationships move with them – Outside career opportunities for bar/restaurant bartenders and managers – Scholarship opportunities for furthering your personal education (BAR 5-Day, Court of Master Somms, etc.) – Build your portfolio of knowledge and experience as your connections build theirs – Get invites to all the cool, small events (lunches, etc.) – New bar/restaurant opening assistance • Printing, point-of-sale material, training material and product training, etc.

• Overall symbiotic growth when you develop these relationships #NCBShow18 #alcoholalchemy

Q&A

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More Questions? Contact Me! Lindsay Laubenstein li: http://linkedin.com/in/LindsayLaubenstein e: [email protected] w: http://alcoholalchemy.com

/AlcoholAlchemy

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