Stateways

Consumer and Trade Engagement through Digital Communications Strategy Why are Digital Marketing and Social Media platforms so strategically important? This is where our current and future consumers are, spending most of their daily media share. Adults log more than 15 hours a week on the internet, with 25% of that time engaging within social media channels. The average social net- work includes 200 friends per user, meaning each user can magnify each interaction or discussion to reach 200 additional people. For example, within the Rémy Martin Facebook page, its 22,000 fans represent an indirect social network sum of close to 4 million people in the United States of legal age. The outputs of such dynamic and active engage- ment in the digital “space” generate exponential lev- els of word-of-mouth endorsements and sharing of experiences, constituting the strongest and most influential touch point between brands and con- sumers. These formidable bonds dramatically ampli- fy customer focus and purchase intent. A “Digital Ecosystem” is thereby created, linking together our branded websites and newsletters, our partners’ sites and On/Off Premise customers’ own Digital/Social Media sites. Marketing, Public Relations and Advertising are critical disciplines driving the content and stimulus to fuel the energy of Social Media. In summary, the undeniable return on investment in a Digital Media communications strategy yields long term relationships with consumers, key influencers and trade partners; significantly increased levels of brand loyalty; greater stimulation of repeat purchases and, ultimately, an up-trade to higher marques and desire for brand experiences. Industry Collaboration This year, the Industry Steering Committee expand- ed its program of meeting one on one with key state offi- cials. The program was introduced at the October NABCA Administrators Conference, and meetings were held with each state to discuss operational and techno- logical challenges that both state and industry face together. It was deemed a wholehearted success by all participants. The meetings offered a dialogue that will help states identify best practices as they continue to modernize their operations. Given the fiscal challenges each control state faces, it is even more important that legislature and industry partner to effect positive change. Chairman Dan Gwadosky’s theme of “Collaboration thru Communication” for this year’s conference adroitly recognizes the challenges facing Control States with the industry in today’s ever evolving and modern communica- tions age. We need to continue with open and honest dia- logue about issues confronting the alcohol beverage industry, whether it be privatization, new distribution models, taxation and mark-ups or public health initiatives. Distilled spirits companies play a unique role in partner- ing with Control States in the sale of their products to consumers. As partners we have a vested interest to ensure our communication continues to be timely and candid. THE BEVERAGE INFORMATION GROUP 2011 SPIRITS, WINE & BEER MARKETERS This Who’s Who industry directory provides instant access to more than 1,000 spirits, wine and beer importers, marketers and suppliers anytime, anywhere. The continuously updated database keeps you current with the dynamic spirits, wine and beer markets; allows searches by supplier, state, title and brand; and enables the creation of mail merges. Web database is an annual subscription. Publication Date April 2011 HIGHLIGHTS INCLUDE: •Written analysis of industry issues • Top-line consumption patterns • Company name, address, phone, fax, email and website information • Key company executives • Corporate ownership and company history • Comprehensive brand index — including supplier, product type and country of origin 22 a division of $495 for handbook, $675 for handbook with web subscription ORDER YOUR COPY OF Spirits, Wine & Beer Marketers Handbook 2011 today at www.beveragehandbooks.com and enter promo code S1TA1 or call Cynthia Porter at 630-762-8709 StateWays  www.stateways.com  May/June 2011 The industry’ s directory of choice now includes beer!

• Cover
• Table of Contents
• Editors Note
• Dateline
• Explanation of Benefits
• NABCA Roundtable
• Champagne
• Vodka
• Tequila
• Products