Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/116557
Advertorial Chivas Art of Hosting By: JC Iglesias Director of Marketing, Scotch Whisky and Cognac CHIVAS REGAL, the world's first luxury Scotch whisky, unveils the details of its Art of Hosting program, set to arrive in market this April. The Chivas Art of Hosting is lifestyle driven and designed to provide consumers with the tools to flawlessly master the art of hosting at home, from creating the perfect ambiance and putting out the best spread to mixing up delicious Chivas cocktails for their guests. The Chivas Brotherhood website acts as the cornerstone of the program's consumer engagement. It's designed to educate consumers on the "Art of Hosting" with a digital representation of the perfect home hosting environment. Through digital media, social media posts and in-store point of sale, consumers are recruited to www.chivasbrotherhood.com where they will discover exclusive features such as home hosting video tips developed jointly with U.S. celebrity Ambassador Adam Rodriguez, a link to the global Chivas page for more detailed articles and videos on at-home hosting, and the chance to enter the Chivas Art of Hosting sweepstakes to win a Chivas hosted party and premium party hosting essentials. This program will grab the attention of consumers through great prizes and a fun interactive experience that will help them be a better host. In select markets the Chivas Art of Hosting program features a limited edition value-added gift pack including a bottle of Chivas 12 Year Old and four handsome cocktail coasters to help set the stage for the quintessential at home get-together. A product of a proud lineage of whisky makers and more than two centuries of history, Chivas is stepping out to guide consumers on perfecting the art of hosting while providing retailers with a unique program designed to drive sales of Chivas through the summer entertaining months. Visit www.chivasbrotherhood.com to get in on the party. FYI Beverage Association. A hot-button topic was social media. "I can tweet from my car that we have a new release, and by the time I get to the store we're sold out of it," Brian Rosen offered. Dean took a more holistic approach to social tools. "Twitter can move the revenue needle, but Facebook can increase brand awareness," he said. "You want to capture as much customer information as you can, whether it's a text number, an email address or a Facebook profile." Kaspszak offered a Paul Santelle, owner of sobering reminder to those who haven't Garden State Discount adopted the latest technology of what Liquors and President of the New Jersey awaits them. "If you've been in this busiLiquor Store Alliance, ness for 25 years like I have, the biggest gives a keynote adjustment you'll need to make is learning instructing attendees social media," he said. "How to Survive – and Thrive – as an Following a town hall forum in which Independent Brick-andattendees asked the panelists (and each Mortar Retailer." other) questions on any topic of their choosing, Charles Forman presented Mark Notarius with the 2013 Beverage Dynamics Retailer of the Year Award. Notarius accepted the award on behalf of Premier Wines and Spirits, which is owned by his father Burt, and Premier Gourmet, which he co-owns with his brother Jon. Both stores are located in Amherst, NY and together received this year's award. Laura Welsh, a client director with Nielsen, wrapped up the morning session with the latest beverage alcohol research report: Transform Trends into Sales. Among the key takeaways from the data Bill Alford, President of International was a reminder that flavored spirits are Lighthouse Group, still on the rise. provides advice on preAfter lunch, Harry Schuhmacher, the venting theft. editor and publisher of Beer Business Daily, provided an update on the beer market, with a focus on craft brews. Adam Rogers, a senior analyst with the Beverage Information Group, provided a different spin on beverage research during his presentation, "How Advertising Influences Brand Selection." Finally, Bill Alford, president of the International Lighthouse Group, provided a sobering reminder that deterring theft is an important part of being a retailer. Through his first-hand accounts and video evidence, he showed just how innovative shoplifters and employee thieves can be.