PANDEMIC PIVOTS
BOTTLE REVIEW EXCLUSIVELY FOR THE ON-TRADE
One of the big problems brands have been coming to us with is, how can we continue to build bartender connections, get bottles noticed ,and onto backbars, when our sales force can’t interact with the on-trade? We did a bit of thinking, and Sip it was born.
It’s the first bottle review service exclusively for the on-trade. As well as getting liquid on lips, Sip it allows brands to gather crucial feedback on liquid, packaging, and usage. That gives them invaluable firsthand insight to drive activation plans and on-trade strategy.
Think this could be of interest to your brand or your bar? Learn more about Sip it or sign up for the next delivery.
NEW AGE AMBASSADORS
Another challenge we were faced with, while descending into a second lockdown, was how to continue driving sales of on-trade focused brands as the world of hospitality (as we know it) ground to a halt.
We looked at the traditional brand ambassador model and, drawing on our industry knowledge, contacts, and experience, developed a way of harnessing the growth of micro influencers and beautiful content to encourage users to discover the brands online.
The outcome is Sell It! A handpicked digital sales force that allows ambassadors to educate, inspire and drive purchase through an online portal, whilst offering bartenders a much needed paid opportunity.
Bartenders from top accounts such as The Gibson and Churchill Bar make up our 10-strong team for the pilot program for premium distribution agency, Sip & Savour.
Each Ambassador has been given a portfolio of five brands to work with, tasked to create dynamic digital content hosted on their own channels, and incentivised to drive traffic through to point of purchase.
Roman Shabodalov @roman66and6 / Martina Breznakova @martina.breznanova / Nelson Bernardes @nelsonbernardes_ / Kat Stanley-Whyte @whyte_tales / Danny McManus @danny_mcmaniel / EmmaLi Stenhouse @emmalistenhouse / Murray Anderson @thewestmount / Hebe Richardson @drinkswithhebe / Cyan Wong @cyanwonderwong
WE SHOOT, WE SCORE!
It’s not just our client work that’s been affected by the pandemic, but our internal process too. With everything going online there’s been more demand, and more need, for digital content than ever before.
As the world’s digital evolution went into warp speed, our conundrum was how to capture that content safely and responsibly, without guaranteed studio access, and never compromising on the quality of our output.
So, we did what we’ve actually been meaning to do for years, and created our own studio.
We now have a new, in-house, socially-distanced photography suite that’s been booked weekly since launch. It’s linked onto our new and improved drinks lab and tasting space at TDC HQ, giving us unlimited access to all the ingredients, equipment, glassware and liquids we’ve collected over the years, meaning more flexibility on photoshoot than ever before.