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Three Tier Talk

All Tiers Need to Listen Up!

All Tiers Need to Listen Up!

Every Wednesday in the local papers, usually in the Good Eating section or the Food section are an assortment of wine/beer/liquor ads. Sometimes they are really pretty and well designed. Sometimes they are a grocery list of brands and pricing. I have been involved in the adult beverage business for nearly 40 years and that […]

By February 15, 2017 1 Comments Read More →
Change Is in the Wine from the Wine and Spirit Daily Summit

Change Is in the Wine from the Wine and Spirit Daily Summit

There was an overarching sense of “tiger by the tail” mentality about millennials, RTD drinks, craft everything, and distributor consolidation. There were some musings about DTC shipping, Amazon, the next Fireball and Yellow Tail, cans over bottle and of course, wine in a box. I left the summit with a sense of we all know […]

By February 2, 2017 0 Comments Read More →
The Myth of the Producer Ride Along

The Myth of the Producer Ride Along

It is a right of passage in the adult beverage business. A producer comes to a market and rides around with the sales team or market manager and visits accounts. As old as the three-tier system is this practice. There are really two points of view on this practice; besides the overarching thought that it […]

By January 20, 2017 2 Comments Read More →
It Is All in the Wrapping!

It Is All in the Wrapping!

I was fortunate enough to have been asked to judge packaging for brands at Tastings.com/ Beverage Testing Institute last week. What a wonderful experience to be able to see so many aspiring brands submit their outer shell for review, ratings and comments. My one major takeaway was, as my 12 year old would say: WTF! […]

By January 9, 2017 0 Comments Read More →
3 Adult Beverage Trends to Expect in 2017

3 Adult Beverage Trends to Expect in 2017

I am not a betting man. In fact, when I do bet, I usually lose. I am horrific in betting sports, elections, random things, and I am equally bad at Rock, Paper, and Scissors that is essentially a bet on a chance pull. But, for nearly 5 years I have written a trends article and […]

By December 15, 2016 3 Comments Read More →
Distributor Consolidation

Distributor Consolidation

2016 will go down as the year of mass distributor consolidation. It does not matter what part of America you live, sell, or merchandise in; you are seeing consolidation at a rampant pace. It used to be Southern and everybody else, now it is Southern, Breakthru and others clambering for the same “shrinking” pie. Did […]

By November 14, 2016 0 Comments Read More →
5 Cannot Miss Tricks to Help 2016 Finish Strong

5 Cannot Miss Tricks to Help 2016 Finish Strong

Retailers and Distributors, we are here, we are at the end of 2016. November and December is about to get rolling and it is time to be proactive. There are 8 weeks left in 2016 and here are 5 cannot miss tricks to increase your depletions and your retail sales. I look at sales as […]

By October 26, 2016 0 Comments Read More →
Finding Fresh Insights in CPG Marketing Trends

Finding Fresh Insights in CPG Marketing Trends

The adult beverage business does roughly 43% of total sales in the last 7 weeks of the year, and that makes the 4th quarter critical for all interested parties to hit their year end numbers.

By October 7, 2016 0 Comments Read More →
This is a good time to be an independent retailer

This is a good time to be an independent retailer

I get emails all the time from retailers who are beside themselves with the big box movement. I also get calls from frantic retailers that think that grocery stores are taking over the USA, and if grocery stores can sell wine or sell wine on Sunday then said retailer might as well close their doors. […]

How Can a Small Brand Compete?

How Can a Small Brand Compete?

I spent the last week listening to CMO’s and brand managers from the suppliers side speak of brand extension, growth, millennial marketing, and off premise activation. I spent the last week shaking my head – the same way I shake my head when I miss a lay-up in basketball. Let’s talk about Chipotle Mexican Grill. […]

Omni-Channel Selling Matters for the AdultBev Game

Omni-Channel Selling Matters for the AdultBev Game

If you are a regular reader of my column you can probably conclude that my desire to help brands and retailers is the overarching theme of everything I write. As I type this column, I am on an airplane heading back from Phoenix fighting desperately for my share of armrest space. The Rosen Retail team […]

Being Small Can Be a Benefit

Being Small Can Be a Benefit

There is a funny thing about travel. Travel makes you see the world through a lens that is much bigger than what you are used to. Said another way, travel can open your eyes to how others live, work, and enjoy life. As it relates to our business, the adult beverage business, looking at other brands, […]

Three Top Ways to Pick a New Market to Enter

Three Top Ways to Pick a New Market to Enter

When I speak at conferences and consult with new and old brands, I get the same question asked all the time. Different people ask this question in different ways, but in the end the question is always the same. How do I pick the right market to enter? I guess this would go along with […]

Picking the Right Dance Partner for Your Product Distribution

Picking the Right Dance Partner for Your Product Distribution

As a winery, distillery, or brewer there will come a time when you will outgrow the trunk of your delivery car. There will be many sleepless nights thinking about the fact that you have a beverage that you believe in but have no idea how to share that passion with the rest of the world. […]

Technology and the Adult Beverage World

Technology and the Adult Beverage World

Technology has a way of really advancing our business for better or for worse, and our adult beverage industry is always slow to respond and adapt.

By February 23, 2015 0 Comments Read More →