The Booze Cabinet
If you watch sports, primetime TV, regular TV, or even some kind of noncorporeal magic fantasy TV woven from the deepest depths of your imagination that, while bonkers nearly past the point of descriptive language, is still based on the culture of an Earth populated by humans (as ultimately all thoughts must be), it should be no surprise that beer and beverage companies are majorly into advertising. (In fact, in the span of reading that first sentence, 250 more beer ads have aired on ESPNs one through 45.) And while the drink companies are maybe most famous for their TV ads, their promotional spending is no joke either.
From barware and keychains to staff uniforms and point-of-purchase displays, alcohol companies are definitely, unquestionably, without-a-doubt into promotional products. Though like in any other market, it's more about the campaign's needs than a specific type of "perfect product," there are some tried-and-true items that work promotional wonders in the beverage-and-beer industry. Looking for a few pointers? Check out some of the suggestions below.
Next: T-shirts
T-SHIRTS
Crown prince of the promotional world, T-shirts unsurprisingly rule over the booze-and-beverage market just as mightily as they do all the rest.
Answers and insights by: Teddy Roy, owner for TR Marketing, Coconut Creek, Florida, and Ronnie Kinker, sales representative for Virginia T's; Dave Roberts, sales representative for Heritage Sportswear Inc.; Lea Robinson, vice president of sales and marketing for Staton Corporate & Casual, Dallas, Texas.
Ways to Use
Teddy Roy and Ronnie Kinker: We like to use polo shirts and T-shirts for giveaways for clients with the brand they promote and/or their bar's info and logo. For service staff, we use the same styles, adding "STAFF" to the back of the T-shirts and to the front-right chest on the polo shirts.
Dave Roberts: Concerts, sporting events and events where the beverage company is a sponsor or promoting a new product, such as a new restaurant or bar opening.
Popular Choices
TR&RK: T-shirts predominantly for giveaways or for resale to patrons. Polo shirts for the staff. What works within the budget drives the buy.
DR: 4.0 100 percent ring-spun fashion tees with a large amount of V-necks also being used. Canvas 3001, Bella 6004, tri-blend tees, and other fashion-fit comparables. These garments appeal to the collegiate market and the overall 20-to-40 year-old market, offering a more modern retail fit in a softer cotton.
Lea Robinson: T-shirts and tank tops are by far the most popular. Although I believe tank tops outsell tees. Somehow, sipping on a cold beverage while wearing a tank and shorts seems to be a staple on those hot summer days.
On Working with Beer/Beverage Companies
TR&RK: We provide spec samples with our logo as well as the bar's logo. It goes a long way with it in their hands. Once they see how well the piece advertises their business, it goes a long way with securing the sale. Note: It does get expensive to create printed samples printed, so work with your supplier closely.
DR: Stay creative, looking at new options like the Bella marble tees and keep up with price-point options, such as Trecento, offering retail quality at a value.
LR: Do not limit the companies to just apparel. We have many promotional items that beverage companies already use, and a few they may not. For example, koozies, caps, spirit towels, tote bags and much more.
Next: Bottle Openers
BOTTLE OPENERS
In the simplest scientific terms: "No open beer = No drinky beer." Stay on the right side of this equation with promotional beer and bottle openers.
Answers and insights by: Jim Wysopal, CEO for Openers Plus, Calif.; Jeffrey Lee, MBA, vice president for StopNGo Line/Golden Applexx Co., City of Industry, Calif.
Ways to Use
Jeffrey Lee: Check and also see if [the client] has any events in the pipeline. Some of our opener pieces have been used as invitations, with the event invitation on one side, and the sponsors on the backside.
Popular Choices
Jim Wysopal: Our mini bottle shaped opener. We go through millions of units per year. This opener is an exact miniature of the branded beer, so these bottle openers can be used with any event, all year long.
JL: One of our most popular items is our Paddle Style Stainless Steel Bartender's Bottle Opener. I believe the reason this is one of our best-selling items within the beer/beverage industry is because of price point, advertising message space and practicality of use. … Also, we have found out that this opener is a bartender favorite! They love how [the] low profile the opener sits within their pockets, as well as how the perfect length of the opener allows the back loop to stick out of their pockets for easy handling.
On Working with Beer/Beverage Companies
JW: Don't waste time on going to bars for bottle opener sales. The big brand beer companies give them bottle openers for free.
JL: When working with beer/beverage companies, take into consideration that there are plenty of breweries and microbreweries out there to cater to as well. … Another good idea is to also cater towards beer/beverage distribution companies. They may be more inclined to do some promotional advertising with the bars/restaurants they cater to. That would differentiate them from the competition who may not offer a promotional item when purchasing two kegs of your favorite brew.
Next: Coasters
COASTERS
Sometimes the best place to put a message is at the bottom of a glass.
Answers and insights by: Edward Duniven, director of sales for S&S Creations, Culver City, Calif.
How to Use
Edward Duniven: When the economy kind of slowed down, a lot of people stopped going into the bottle-service areas and dropping a few hundred bucks every night. … The liquor companies actually saw growth in bottle sales in the retail division, so in order to bring more interest over there, we started doing end-packed shot glasses, end-packed coasters, end-packed shakers, things like that, that gave added value to their product. … The End-pack side of things has been very good for us, because the quantities are high, everyone knows the timing on it, I think it's really one of the better ways to get the brand out there and back into the home to build your brand.
On Working with Beer/Beverage Companies
ED: A lot of [the end-buyers] put [their promotional products] online for sale, because there's been so much interest in how to get some of the promotional stuff that's beer-related, and people follow their brands of course, so you've got a guy who drinks Miller or Bud or Corona or any of the brands, and they sort of do this collectable thing where you'll see them have hats or T-shirts or anything they can get their hands on. So a lot of the brands are building websites where the end-user now can go pick it up and buy it as, not so much a promotional product, but a way to get a collectable brand that he enjoys.
Next: Drinkware
DRINKWARE
Shot glasses. Pint glasses. Giant, whirling carousel glasses of magic and wonder. If you need to promote a beverage brand, there is a glass for you.
Answers and insights by: Bill Mahre, president, ADG Promotional Products, Hugo, Minn.; Lisa Langley, sales and marketing manager for Tranter Graphics Inc., Syracuse, Ind.
Ways to Use
Bill Mahre: Sponsoring local events with the brand name on one side and the promotional opportunity on the other i.e. "Wine in the Park on Wednesdays", "Ice Crash Races sponsored by Pigs Eye Beer," etc.
Lisa Langley: Because our line is mainly disposable food and beverage items, we see our products being used a lot for outdoor events and new product samplings.
Popular Choices
BM: Our N5139 Mixing Glass 16 oz. Tumbler Libby Glass Partner. A basic staple item with a wide range of uses, solid appearance and durability, and attractive price points.
LL: Just within our cup line, we see prominent sales in our sampler cups, translucent cups, tumblers and even our stadium cups. It really depends on the use. What's being served, how much is being served, where is the event taking place?
On Working with Beer/Beverage Companies
BM: This is a category that is exploding, especially with local micro-breweries, wine festivals and specialty beverage companies. Many of these opportunities are local, small start-ups who are looking for solutions to broaden their name recognition in creative but professional ways. Sometimes it is fun to do the wild creative approach, but that may not always work long-term with the local bars and restaurants who are the real drivers of success in this category. If they don't offer the item, it doesn't get sold!
LL: Research the brand and past advertising efforts. Have a sense of the image that these companies are trying to present. Make sure that you're presenting products that fit their image. Don't go in selling a cheaper translucent cup to an upscale liquor company, show a nicer frosted cup. Save the translucent cup pitch for beer companies hosting penny beer night.