A TASTE OF SLANE AT YOUR FINGERTIPS
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*To access, open the search page on your Spotify app and hit the camera icon in the top right corner, aim camera at the screen to scan this code.
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One of the richest parts of our history is the Slane Castle that serves as a concert hall and music venue. “In a country where the biggest crowds were at Sunday mass, we brought music to the masses.” At Slane Castle, we have staged some of the most iconic artists in history, including Metallica, U2, Bob Dylan, Queen, David Bowie, and Madonna, just to name a few. These, and so many other artists, have become a part of our Slane family, woven into the family-oriented recipe that we continue to use each day to distill our renowned whiskey.
�Today, we want you to get a taste of what Slane is made of, through the sounds of the artists who have built us. Please scan this Spotify code through the Spotify app on your mobile device to pull up a playlist of songs, all of which have rang through the crowds at Slane Castle. Until you can be with us in person, this playlist pairs perfectly with a glass of Slane Irish Whiskey enjoyed at home. It represents the passion, hard work, and joy that goes into perfecting every glass. This is the authenticity of Slane Irish Whiskey - we can’t wait for you to rock with us.
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Bringing Whiskey to Rock 'N' Roll
MEET THE LUCK OF THE IRISH�SLANE TEAM
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Minjae
Kim
Marketing & Real Estate
Looking for a job after graduating in May 2022
Abigail
Marcone
Marketing & Finance
Looking for a job after graduating in May 2022
Erin
O'Sullivan
Marketing & Management
Looking for a job after graduating in May 2022
Kylie
Purcaro
Marketing & Management
Looking for a job after graduating in May 2022
Ashlei
Tran
Marketing & Management
Looking for a job after graduating in May 2023
Jessica
Augostino
Marketing & Management
Looking for a job after graduating in May 2022
Jessica
Augostino
TABLE OF �CONTENTS
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Executive Summary
Background Research
Company Overview
Current Climate
Irish Whiskey Category
Consumer
Customer
Competition
Perceptual Maps
Collaborators
SWOT Analysis
Market Structure
Benefit Ladder
Implications
Business Objective
Marketing Objective
Competitive Frame
Target Audience
Consumer Motivation
Brand Personality & Tonality
Point of Difference
Reasons to Believe
Think/Say/Do
Positioning
Overview
Microsite
Awareness
Interest
Conversion
Slane Challenge
Campaign Launch
Measures of Success
Responsibilities
Product Specs
Pricing Specs
Place
Recommended Outlets
Shopper Marketing
Forecasting
P&L
12-month calendar
Contingency Plan
Conclusion
Appendix
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7
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10-11
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13
14
15
16, 17
18
20-22
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24,25
26
28
29
30
31-35
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37
38
39-40
41
42-43
45
46
47-49
50-52
53-55
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57
58-59
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61
62
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64
65
66
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68-69
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72-92
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Background
&
Research
EXECUTIVE SUMMARY
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In a world as technological as the one that we live in now, it is vital to stay at the forefront of modernization. With the opportunity to enter the e-commerce market in South Carolina quickly approaching, it is critical that Slane Irish Whiskey is prepared with a marketing plan to fully capitalize on this opportunity. So, what is our goal? Simply put, our goal is to ensure long-term growth of e-commerce sales of Slane Irish Whiskey, particularly in South Carolina. Our whiskey has a rich history that breeds the authenticity of Ireland. We want it to connect with consumers to the point where they are walking directly to the Slane isle when walking into the liquor store or searching directly for it on an e-commerce website. To do this, we have determined a target market that we believe will help to capitalize on this initial opportunity: millennial aged women who are looking for a delicious spirit to change up her go-to cocktail. So, after determining this, where do we begin?
BACKGROUND RESEARCH �
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Slane Irish Whiskey blends together the rich history of the Boyne Valley with complex flavors that reveal the distinctiveness of the three-cask process. Our Irish whiskey, 100% distilled and matured on the island of Ireland, blends unique flavors of vanilla, butterscotch, dried stone fruits, and more to create a flavor as rich as the history of Boyne Valley. After opening our Slane Distillery in 2015, we have kept ourselves connected to our environment through using fresh, cleaned water from the Boyne Valley River that flows right through the heart of our estate. Each consumer truly gets an authentic taste of Ireland and shares in the rich culture of Slane. “With the vision and historic lands of Slane’s Conyngham family and the 147-year-old whiskey making mastery of Kentucky’s Brown family, we’ve brought exceptional whiskey back to the Boyne Valley for generations to come.” We are made of two families with one goal: to bring the ancient art of Slane Irish Whiskey to the people.
�As technology and e-commerce continuously grow to accommodate all consumers, we believe that Slane Irish Whiskey should be at the forefront of leading the way for online alcohol sales. Our goal is to accelerate awareness, interest, trial, and ultimately long-term growth of direct-to-consumer delivery of Slane Irish Whiskey in South Carolina. We will do this through marketing to the millennial age group, specifically women, who are looking for a quick, convenient, and authentic spirit they can enjoy in their cocktails. We will differentiate our brand and bring the flavors of the Boyne Valley to homes across the world. At Slane, we believe in the importance of history, connection, and authentic whiskey. Through getting ahead in the e-commerce market, we will be able to bring these visions to consumers across the world and tell the unique story of Slane Irish Whiskey.
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COMPANY
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Slane’s Irish Whiskey “brings grain and malt whiskeys together through the distinctive flavors of three casks”. With the flavor profile consisting of notes of vanilla, banana, butterscotch, dried stone fruits, and subtle backing spice, each sip will take you on a sensory journey. To achieve this flavor, the distillery blends 100% Irish barley, yeast, and water from the River Boyne that runs through the heart of their estate. The three casks include virgin cask, seasoned cask, and sherry cask. The virgin cask is a medium char and heavy toast that contributes flavors of toasted oak and vanilla. The seasoned cask is used in Tennessee whiskey barrels and contributes flavors of caramel, plum, banana, and butterscotch. Oloroso sherry casks contribute flavors of raisin and spice. Slane has an amazing story from blending old traditions with modern innovation.
Slane is also very active when promoting sustainability. Our motto is to “Leave a legacy, not a footprint.” In 2021, we are planting 14,000 trees to lower our carbon footprint. We have installed a catchment system to collect and store rainwater off the roofs of distillery buildings which is then treated and used for process water or landscape irrigation, reducing the amount of water drawn from Boyne River. Our goal is to become a zero waste and carbon neutral distillery and to continue to protect and enhance biodiversity. We realize how much our environment and the Boyne Valley gives to us, so we want to do everything we can to give back and protect it.
Furthermore, the Boyne Valley is home to an emerging artisanal craft and food movement. It is a unique destination for kayaking, camping, and hiking and a prehistoric monument to St. Patrick’s Hill of Slane. Our Slane Castle serves as a music venue that has created our unique connection to music. We have hosted many famous musical artists including Metallica, U2, The Rolling Stones, Guns ‘N Roses, Red Hot Chilli Peppers, David Bowie, and Queen. U2’s The Unforgettable Fire, a chart-topping album, was even recorded at the castle. We believe it is extremely important to recognize the importance that music plays in our story, and we pride ourselves in incorporating aspects of this in our authentic Irish whiskey.
We are inspired by the ethic of Lord Henry, who forged his own path by rebuilding and reopening the castle and distillery when everyone else said it could not be done. We incorporate this liveliness and passion into our product each and every day, creating an Irish Whiskey with unmatched authenticity.
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Situational
Analysis
CLIMATE
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When discussing the climate of the alcohol industry, we must consider laws and regulations, social and behavioral trends, economic trends, new or developing technologies, and any industry trends.
The laws pertaining to alcohol in South Carolina are strict and regulated. Spirits can only be sold in retail liquor stores; there is currently a 4-store license limit, but it is expanding to 6 in 2022. These retail liquor stores are only open Monday through Saturday from 9 AM to 7 PM. Within these stores, tastings and quantity discounts are allowed (free goods are legal). There’s also COD on all alcoholic beverages, meaning that if you purchase on credit and fail to pay the bill on time, you will be placed on the delinquent list (COD) and will remain there until you can pay that bill. Until that is done, no wholesaler can sell you alcohol on credit. Regarding on-premise, wholesalers cannot sell direct to on-premise but must sell to a Class B retailer. Along with this, accounts can be open Monday through Saturday, but Sunday sales are only allowed in select counties with an additional license required. On-premise tastings, promotions, limited menu printing, and POS are also allowed. A liquor POS (point of sale) system helps store owners manage their inventory, set multiple sale tax rates for different alcohols, see their top sellers, market to their customers, and even sell liquor online. All these laws are governed by the DOR and enforced by SLED. With restrictions on dining out or capacity limits, on-premise sales have decreased significantly. Because of this, off-premise sales have increased as people stay home to eat and drink. This increase is largely attributed to purchasing online and via delivery apps. For instance, in 2020 Drizly reported new buyer sales were up 1,200 percent from the year prior. Direct to consumer channels, like local retailers or Drizly delivering alcohol to your home, have also increased. Some states are relaxing laws that have prevented liquor and spirits being sold DTC. We hope this will make e-commerce more accessible in South Carolina as well.
The alcoholic beverages market is large, dynamic and highly competitive. It has a lot of marketing opportunities, but also many significant challenges. Consumer taste preferences continue to change, and shopping behavior is always shifting. The Whiskey and Bourbon market has also been growing rapidly for some time and, as a result, is very competitive. Not only are there hundreds of whiskey brands, but the segment also competes with vodka, rum, tequila, beer & wine, etc. With the pandemic, e-commerce has skyrocketed, and millennials are the digital natives that are spearheading this growth. Along with e-commerce, trends like at-home bartending are expected to continue in 2021. Consumers have become confident in their skills and noticed that homemade cocktails are a cheaper alternative to going out. Single-serve drinks like RTDs and hard seltzers, and Mexican spirits will also continue to be popular. The onset of at-home cocktails, combined with the widespread popularity of classic cocktails like margaritas, led tequila to skyrocket in 2020, with its share of liquor sales up 22%. Mezcal’s share of liquor sales went up 57% year-over-year in 2020. Casamigos Blanco and Espolon Blanco made it to Drizly’s top 10 best-selling liquors in 2020. Retailers should also expect fastest-growing categories of 2020 - RTD cocktails, triple sec and citrus liqueurs, bitters, and hard kombucha - to remain strong in 2021.
CLIMATE (CONTINUED) �
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With social trends, South Carolina is steadily becoming a top destination for tourism, retirement, and second homes. There are currently around 5 million people in South Carolina, with 73% of residents concentrated in growing metropolitan areas like Greenville/Spartanburg, Myrtle Beach/Florence, Columbia/Aiken, and Charleston/Hilton Head. The largest demographic groups in SC are Caucasians (68.5%), African Americans (27.5%), and Asians (1.6%). Another trend shows that millennial men are skewing towards the dark spirit and women are increasingly accepting these products as well. Whiskey’s popularity is attributed to its timeless taste, the craftsmanship that goes into making whiskey, and the stories behind the brand. Millennials also crave a lot of diversity in their alcohol choices, hence why beverages like craft beer are so popular. They also associate certain alcohol with certain social occasions, are aware of what their peers are drinking, and take into consideration the alcohol’s visual/packaging. People are also becoming more aware of the ethics behind products and how companies incorporate corporate social responsibility in their business. Both women and men are driving the booming Ready-To-Drink market.
Breakthru Beverage Group communicates to its consumers through email, website, and social media. They send monthly “what’s next” emails directly to their customers which is about 22,000 people. Their website garners around 100,000 visitors monthly and that is where they place their products, trend articles, and more. Their socials include Facebook, Instagram, and Twitter which receives around a 130,000 monthly audience. Drizly is also a resource Slane needs to capitalize on as the company has more than doubled its number of online retailers in 2020 due to traditional shopping venues being closed or limiting capacity. Drizly’s online sales are set to continue to be central. The CEO of Drizly stated that “...Ecommerce and general technology adoption went from a progressive strategy to a business necessity. Now that consumers have been introduced to the accessibility and convenience of purchasing alcohol online, they are likely to continue turning to online retail partners as regular beverage sources.” Startup companies in the wholesale space like LibDib and SevenFifty are also building technology to more closely connect suppliers with retailers and improve direct-to-consumer relationships and sales volumes.
CATEGORY: IRISH WHISKEY
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Despite its original association with strictly the St. Patrick’s holiday and Irish pubs, the category of Irish whiskey has been increasingly growing over the past decades. Between 2010 and 2020 alone, sales of Irish whiskey cases have grown from 5 million to 12 million cases globally, according to Drizly's 2021 Irish Whiskey forecast. In 2019, whiskey alone as a sub-category was up 10.8% in sales from the year prior, totaling about $4 billion according to Forbes. In the United States alone, Irish Whiskey sales were up 9.4% in 2018. In South Carolina, the number of cases of Irish Whiskey and Slane has been growing slowly. In 2020, Irish Whiskey was ranked the third best-selling whiskey subcategory, ranking only after bourbon and scotch. This alone is a true testament to the potential that Irish Whiskey, and specifically Slane Irish Whiskey, has in a market that is searching for a new go-to spirit.
With its smooth texture and rich flavor palette, whiskey is becoming a quick favorite for mixed cocktail drinks. Not only do consumers feel a heightened sense of drinking a premium cocktail when mixed with whiskey, but they are driven by the opportunity to try a product with a complex distillery process and multiple flavor layers. Furthermore, coming in with an average price point around $35-$50, whiskey does not break the bank by any means. This attractive feature makes whiskey cocktail drinks even more appealing to consumers who are looking for a switch-up but don’t want to drop an excessive amount of money.
Tying this all together, we can see the seven trends that experts say this surge and popularity of Irish Whiskey is following (Swartz). The first is the excitement over innovation and consumers wanting to try products made from a cask process like ours. Next is the exclusiveness that consumers feel from drinking a premium product. The third and fourth trends have to do with the mixology aspects of the smooth and approachable flavors and variety of notes in the spirit. Next is the appeal that it has to current bourbon drinkers. They are wanting to try something new, and the cheaper price point makes this possible. The final trend is the character of how it is brewed at the distillery, and Slane takes the cake on this through our distilling process and the history behind the castle.
CONSUMER
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Slane’s consumer base is slowly shifting to a rising demographic, millennials. This ranges from people ages
25-35 who have taken a newfound liking to darker liquor. In this we also see a growth in women who are picking whiskey as their source for alcohol. Along with this, 83% of millennials say they want brands to align with their values and lifestyle. "Whiskey drinkers in their 20s and 30s tend to be very engaged with the brands they love. They’re interested in the maker, the process, the story. They come to festivals and tastings, visit distilleries, and take part in educational programs. Stuff their parents and grandparents never did.” (Dunn). This generation cares more about experiences and not just the tangible item. They are also not likely to make an impulse purchase; they go off of recommendations and reviews. "The millennial consumer likes quality, but doesn’t want to spend a fortune on it, either. They’re chic and savvy. They like status. So, when it comes to things like hotels, they want 5-star accommodations at a 2-star price." (Jones). Slane’s rich history, sleek design and favorable price point hits the mark for what they are looking for, all that is needed to be done is adding it to the consumer’s consideration set.
To make this product more prevalent to new to product consumers, we need to find a way to get the reviews to them. E-commerce is a great way for the consumer to browse things they may miss in a liquor store and easily find reviews on alcohol they may want to try. With other brands, such as Jameson lining the top row, Slane can get caught up in the mix. A website view makes the bottle easier to find and further allows consideration towards it.
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Research has shown that women make 70% of the alcohol purchasing decisions in the household, and they do almost 60% of e-commerce purchases. This means Slane’s customer base is better defined as millennial women making these purchases, even if men are more likely to consume it. However, millennials are also the generation least likely to spend money with an average of 330 transactions per year at $54.91 according to Market Chart. Thankfully, our product is very affordable compared to other Irish Whiskeys which can be an advantage for Slane to have this customer/consumer base.
E-commerce also makes Slane more appealing to potential customers, especially women. With the use of Pinterest recipes providing a lot of traffic to sites such as Drizly (38% of traffic driven from social media to Drizly is from Pinterest alone), people are more willing to try a brand when it is used in a desirable way. If Slane recipes are posted on sites such as those it can direct traffic right to the bottle, helping create a potential loyal consumer. The biggest factor in 2020 that resulted in customers using e-commerce was awareness, and with Pinterest having a consumer base of 70-75% women, they are naturally exposed more. With e-commerce, American adults have significantly increased alcohol purchases for home consumption-Millennials highest among them at 66% according to the Drizly consumer report. This consumer report also revealed that 71% of current Drizly users plans and 50% of non-Drizly users estimated that 50% of their alcohol purchases in the future will take place online vs in store. This makes women millennials our target customer since they are more inclined to make these purchases and they also have higher awareness.
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CUSTOMER
COMPETITION
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The Irish Whiskey space is filled with big competitors that take up a lot of market share due to their extensive list of flavor profiles. With Slane being newer to the market going directly against someone with 70% of the share, Jameson, it is not an ideal way to create brand awareness.
However, Slane’s rich history and exciting modern take on music in the castle can be put to compete against a different and wider market category, spirits. By pitting Slane against other liquors and tying it to the use of cocktails and recipes, we give it a better chance to showcase what makes it so special. Everyone has had a vodka cranberry, tequila margarita and rum and coke, but what about an Irish mule? By targeting competitors in different categories such as vodka we allow the opportunity to better compete on variables such as price, taste and uniqueness.
The use of Pinterest and Facebook will be important to compete in these spaces. Creating cocktail recipes that appeal to customers and inspire further ideas will drive people to Irish Whiskey rather than a competing liquor. Everyone wants to have a “unique” drink that makes others want what they have, introducing whiskey to these millennial groups as an alternative to what they drink now can emulate that feeling. By looking past big competitors in the category and facing liquors with different profiles Slane could stand out from the crowd and eventually be one of the “giants” in the Irish Whiskey space.
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Irish Whiskey Competitors
When looking at competitors among whiskey, we found the most important attributes were price and quality. Slane itself lies in a midpoint between all of this. We chose to include brands all over the map to show the market and see why this is not a strategy we want go into when competing in e-commerce.
Redbreast being the highest quality is an obvious one that is out of reach to be comparable to Slane. Jameson with the most the market share, is a category leader we want to be up next to, but directly competing against them is not our best route. Other mentions are Proper 12, a newer lifestyle brand of Irish Whiskey that attracts a cult following recently spearheaded by Conor Mcgregor, has an almost similar following to Slane but we may be able to beat them to the punch with millennials. Bushmills a lower quality and price, we are not concerned with competing with at the moment.
With all of the bottles, excluding Red Breast, ranging $10-15 between each other it comes down to what makes it standout to the customer. Are they going for the trusted category leader like Jameson or being influenced by people like Mcgregor to get into a new brand. Whatever the case is, we need to emphasizes Slane’s edge and the best strategy may be to look away from these competitors and onto a different set, spirits.
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Cocktail Liquor
Competitors
Looking away from competing against purely Irish Whiskeys, we get into the into the market of liquors. An Irish Whiskey is not your typical drink of choice when choosing what to drink on a night out but why is that. If we take a look at the competition that is out there, we can see room for a brand like Slane to bring more flavor to people’s drinks, while also showing them a brand they can really connect with.
MetrixLab surveyed over 10,000 bartenders to learn what brands they recommend the most. The results ranged from higher end to cheaper bottles with great tasting flavors. An overall favorite from this study was Patron Tequila. Others mentioned were Johnnie Walker Bourbon, Bombay Sapphire Gin, Jack Daniels Whiskey, Bacardi Rum, and GreyGoose Vodka. Knowing our millennial group and through further research we found Titos Vodka, rather than GreyGoose, is a better fit for this category, despite bartender recommendations.
Attributes we looked at were Quality (High versus Low) and Complexity versus Simplicity of flavors; as taste is subjective and we can’t make someone like a whiskey if they do not like dark liquor. Looking at Slane’s positioning it is in a unique place where it has a great complexity of flavor, due to its casking process, where it can add more flavor to a cocktail than a different liquor at a similar quality and price. Coming in from this angle of going against less flavor options can help get Slane into our consumers consideration set.
COLLABORATORS - INFLUENCERS
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SYR
SYR (sire) is a Celtic Folk Rock band from Columbia, SC. SYR takes Celtic history, stories and myth and transforms them into songs about battle, love, loss, heritage and victory. They are playing Celtic Fork Rock took inspiration from Irish history. They are trying to celebrate the rich heritage of the Celtic & Irish Nations in a contemporary style with broad audience appeal.
Seventy-Six and Sunny
Have played a lot of shows in Columbia’s historic Five Points district and many bars.
Tokyo Joe
Tokyo Joe, a rock band, based in Columbia, South Carolina, was formed in 1996; Tokyo Joe has independently released 6 CDs and performs an average of 200 shows a year in the Southeast. For 22 years, this band has been rocking out around the Southeast and collecting accolades such as “Best Band,” “Best Male Vocalist, and “Best CD Release.” They have performed alongside the likes of REO Speedwagon, Better Than Ezra, Sister Hazel, Marshall Tucker, and more on renowned stages at Raymond James Stadium, Carolina Coliseum, and The House of Blues.
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Application of Research
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STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
SWOT Analysis
SWOT ANALYSIS
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Strengths:
One of our greatest strengths is that we have such a rich history that creates a story consumers can support and relate to. Our distilling process is based off 147 years of experiences with a root in family traditions and close community. At our Slane Distillery, we have the gorgeous and historic Slane Castle that ties us to the iconic musicians that have performed here. Our unique music background makes our brand lively and exciting, which correlates perfectly with the target audience we are reaching for. Another strength is our high-quality product at a competitive price point of around $30. This falls on the lower range of whiskey brands, creating an opportunity to market to consumers looking for a cheaper alternative for their cocktails. Lastly, the smoothness and approachability of our product is extremely appealing to mixologists who are looking to satisfy customers looking for a delicious cocktail. The product works great in a variety of mixed drinks and cocktails, serving as the perfect option for bartenders looking to switch up their regular drinks.
Weaknesses:
Despite our strong strengths, we are facing a few weaknesses that are important to point out for this plan. First, we hold a very small part of the market share, coming it at just under 2%, while larger brands like Jack Daniels have closer to 70%. This goes hand in hand with the fact that our brand recognition is currently not very strong. Slane is not necessarily a household name like some of the other larger brands, which makes it difficult to compete in liquor stores or online shops with so many whiskey options. Furthermore, after visiting a few liquor stores ourselves, we found that Slane's placement is always less than ideal, usually on the bottom shelf in a difficult to spot area. This means a consumer would have to be actively seeking out Slane on the shelf as opposed to just seeing it randomly and deciding to try it.
SWOT ANALYSIS (CONTINUED)
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Opportunities:
In 2020, whiskey experienced sales growth by up to 15.2% Although vodka maintained favor with consumers in 2019 with 31 percent of market share, in 2020 whiskey held the No. 1 spot with approximately 34 percent of the market share and $2.9 billion in sales. When it comes to what’s driving segment performance it is the five-year growth of both on- and off-premise spirits sales which was attributed primarily by robust whiskey sales. Because marketing trends showcase that consumers are leaning towards dark spirits and millennials are willing to explore and diversify their drink choices, we want to capitalize on this opportunity. We believe that entering the e-commerce space will allow Slane to reach their target market in a more efficient and effective manner. The pandemic has not just increased the consumption of alcohol. It has changed the way people purchase it. The global ecommerce market for alcohol is predicted to almost double in 2021, with close to a 42% increase since 2020. And as COVID spread across the US, total ecommerce penetration went through the equivalent of 10 years of growth in just three months (March-May). Millennials crave convenience and accessibility, and with e-commerce sites like Drizly, we can address those consumer wants and needs. From our own survey results, people who have ordered alcohol online before have described it as ”seamless, straightforward, easy, positive, convenient”. So, people are willing to try e-commerce and people are enjoying the online experience, so we are going to leverage this opportunity and be one of the first in the e-commerce space for Irish whiskey. Another trend shows that while women are the primary customers of whiskey, they are also steadily becoming a larger share of consumers. Implementing the use of influencer partnerships to promote Slane on social media, as well, could be a strategy to help appeal to our target market. We hope to appeal to millennials and women by also seizing the ready to drink market with cocktail kits.
Threats:
Since we have less than 2% of the market share in whiskey’s, it is easy for large stakeholders like Jameson to overpower and overwhelm our brand with their bountiful resources. Not only do they have a loyal consumer base, strong brand recognition, and effective marketing, but they also offer a larger flavor profile than Slane currently does. While we offer high quality Irish whiskey with complex flavor notes, companies like Jameson have a larger variety of whiskey that appeal to more palates. We also have to consider that consumers’ taste profiles and loyalties constantly change and evolve, and we must adapt to those wants and needs. Whiskey is also sometimes perceived as an “elitist” drink with an inclusive group of drinkers. Because of this stereotype, the price, and its mature taste, it excludes a large demographic and makes people hesitant to try whiskey. Our third threat are bars slowly opening back up. As regulars trickle back in, people will rely less on e-commerce. Along with that, retailers and bars do not heavily advertise Slane or frequently use Slane when making drinks.
MARKET STRUCTURE
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Right Now:
We are not in the consideration set or even awareness set of many consumers for cocktail liquor.
Our Objective:
Move into the consideration set of cocktail liquor for consumers.
Cocktails
Spirits
Alcoholic Beverages
Beverages
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Features
Product Benefits
Consumer Benefits
Emotional Benefits
Benefit Ladder
BENEFIT LADDER (CONTINUED)
We have created this benefit ladder to showcase how the consumer can position Slane to have an emotional connection in their lives. Starting out at the bottom level of basic features, Slane has a smooth and approachable flavor profile and rich ties that connect them to the experience of watching a live show at the Slane Castle. Moving up to the product benefits where consumers can start to introduce Slane into their lives, we can expand upon those inviting flavors to add to cocktails. The consumer is also able to start researching and learning more about Slane and the history of the castle and sharing it with their friends. Further moving up into consumer benefits, this is where we begin to see the more sentimental aspects. Consumers are going to use Slane to create cocktails and feel competent and like a mixologist when they try their drinks and are satisfied with the flavor. They are also going to feel remarkable when they show off their knowledge to their friends. Finally, up at the top this is where we really establish this emotional connection. The consumer is going to continue to craft these cocktails using Slane to enhance their entire experience and involve all 5 of their senses. They are also able to delve deeper into the community of Slane drinkers and share the story behind the music.
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IMPLICATIONS
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So what?
These opportunities are important for us to capitalize on especially when moving into the e-commerce space. With the growing amount of women whiskey consumers coupled with the purchasing power they have within this segment, there is a lot of room to market to them. According to Whiskey Wash, men represent women 228% more in the top whiskey brands' social medias. With this disparity, women are not being marketed to even close to the representation they truly have in the demographic, so focusing on marketing to this group of millennials specifically millennial women has a lot of potential. The cocktail/cocktail kit market explosion that is projected to continue is also an opportunity to move into this market space. With consumers leaning towards dark liquors, they will be more willing to try Irish whiskey cocktails because it is more approachable than bourbon and regular whiskey. With cocktails being so popular, consumers may be getting tired of the same old vodka cranberry or signature cocktail they have consumed since college. Millennial women are the target audience here due to this. This is the perfect time and place to insert the Slane brand especially since millennials are the most likely to try new brands and alcohols. To create this experience from these implications, we need to engage all 5 senses through the diverse flavor profile, Slane's connection to music, and we cannot wait to tell you the rest soon.
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Strategic Brief
BUSINESS OBJECTIVE
Double the number of cases of Slane Irish Whiskey sold in South Carolina from 398 to 2,900 in the first two years and ultimately increase to 5,600 cases sold per year by 2025 through e-commerce.
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MARKETING OBJECTIVE
Increase awareness and foster lifestyle relationships for millennial women in South Carolina from less than 10% to 25% through immersive experiences, ultimately making Slane the headliner for all of life’s stages
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COMPETITIVE FRAME
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Keeping in mind the large market share Jameson has in the Irish Whiskey space, it is in Slane’s best interest to move into the cocktail spirit framework. We see this as consumer insights were collected through a survey. We found that Vodka and Tequila were our biggest competitors for the cocktail space. If you look back at figure (1) , this coincides with that bartenders thought as well. Seeing that people who make cocktails love vodka, we need to pull on that millennial women target market and their new openness to dark liquors. With Slane at the forefront of this, it offers an interesting alternative to traditionally safe cocktails
Another insight we found important from the survey was how people were motivated to try drinks. With an overwhelming majority we see by friends. People’s ability to trust word-of-mouth over anything leads us to believe enjoying spirits with memories attached are the most important above all else. We want Slane to be something you are proud to share and enjoy with others. Recommended by friends and enjoyed by legends encompasses this to us. And we want to see our target audience embrace this value as well.
Just like the soundtracks of their lives, the tastes of millennial women are changing. Slane is a drink that can evolve with them.
Sarah, Sienna, and Scarlett are all driven and down to earth women who never settle. They’re multifaceted women who crave adventure and love to host intimate gatherings to celebrate life’s greatest moments with cocktails, music, food, and family.
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OUR TARGET AUDIENCE
TARGET AUDIENCE (CONTINUED)
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CONSUMER MOTIVATION
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BRAND PERSONALITY
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Lively
Playful
Spontaneous
Conscious
Adventurous
Confident
Intentional
Well Spoken
When they talk, people listen
Chatty, but not loud
BRAND TONALITY
Slane as a brand emulates the persona of someone who is not afraid to claim a room. It is lively, playful, and spontaneous and not afraid to make a statement. It strives for adventure and is conscious of the choices it makes and how it affects the world around them. Slane has a driven tone and when they talk, people listen. It is confident, well spoken, and intentional in its actions. It loves to be a conversation piece but is not loud and demanding. Slane echoes the women who drink it, those who are not afraid to stand out from the crowd and are passionate about all they do.
POINT OF DIFFERENCE
Drinking Slane is more than just engaging your taste buds- it is an experience that captivates all five of your senses, ensuring that every sip makes you stand out from the crowd.
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REASONS TO BELIEVE
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Hear
The music from rock legends who have performed at the Slane Castle as you drink along to our playlist.
See
Earthy tones condensed in a smooth liquor that mixes well in your cocktails.
Touch
The exhilarating experience at the tip of your fingers by ordering with E-commerce.
Taste
The complex notes of vanilla, banana, butterscotch, dried stone fruits, and spice.
Smell
The alluring, smokey aroma that is a result of our three-cask process.
Engage all five of your senses for the ultimate experience.
REASONS TO BELIEVE (CONTINUED)
So, we've been talking about the 5 senses since day one, but what do we mean? This immersive experience begins with smell; the alluring smokey aroma is what initially draws you in, followed by sight, seeing earthy tones condensed in a smooth liquor that mixes well in your cocktails, stimulating your taste buds next through the complex notes of vanilla, banana, butterscotch, dried fruits, & spices. Enhancing your experience through hearing the music from rock legends who have performed at the Slane castle as you drink along to the playlist, and last, but not least, touch. The exhilarating experience at the tip of your fingers by ordering your own bottle of Slane through e-commerce. Slane doesn't settle and that is a reason to believe. A rich taste isn't enough for our consumers, we want to give the full experience and include all senses not just one or two like other brands. As we've learned in class, sensory information sticks more than other adjectives. By utilizing the experience Slane brings and including these sensory descriptions, the consumer will be more likely to remember and appreciate Slane.
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THINK/SAY/DO
So what do we want our target audience to think, do, and say after being exposed to Slane Irish Whiskey? Well, we are hoping that millennial women will want to expand Slane’s reach by telling all her friends about its delicious taste and furthermore, keeping it as a staple product on her bar cart to have at all events she decides to throw. From this, Sarah will go on to utilize the ease of ordering online through Drizly to ensure that she is never caught without Slane at her events. We want Slane to empower her to stand out from the crowd and give her confidence that her audiences will be pleased every time she is hosting.
Slane is for the women who are not afraid to push their comfort zone and are eager to live a life that is anything but boring. Slane is about experiencing the fun in life and not being afraid to take the risky path. As the dark spirits industry heads in the direction of women, we believe that this message is the perfect depiction of why women and Slane go hand in hand. Furthermore, as e-commerce is growing rapidly in this industry, it is important to note the ease of ordering Slane directly to your doorstep. We want women to experience the happy moments in life with Slane at their table. Therefore, with the ease of e-commerce, women will never have to worry about running out of their favorite cocktail addition.
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POSITIONING STATEMENT
For the bold woman who needs a new spirit to tune into their adventurous side, Slane Irish Whiskey is curated for you, not the masses. Crafted among rock music legends at the Slane Castle, engage all 5 of your senses to stand out from the crowd and honor your inner legend.
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POSITIONING STATEMENT (CONTINUED)
We've given you a high-level overview of our target audience, point of difference, and reason to believe, and here's how we give it value. Our positioning statement is essentially cultivated through our point of difference and reasons to believe. To achieve true competitive advantage, we wanted to emphasize how Slane Irish Whiskey can be a guide to the "hero"/consumer. Unlike Jameson, Slane Irish Whiskey is catering more towards individuals than just masses. We felt inclusivity is important to become an approachable cocktail brand which is what we are aiming for. Naming how we can engage each consumer personally and then continuing to tell them that we are engaging them through all 5 of their senses not only makes them feel special but also excites them. Just like in the book presentations, sensory information is key to having a consumer remember your product and differentiating your idea. Having the reasons to believe as sensory adjectives and descriptions gives the consumer an even better idea of how Slane can be a captivating force in their life. The positioning statement also involves the music which is another competitive advantage. Standing out from the crowd and honoring your inner legend are incentives/a call to action to purchasing Slane. This hasn't been done by any other brand, let alone a cocktail liquor brand.
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Promotional Strategy
PROMOTIONAL STRATEGY OVERVIEW
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Our promotional strategy is based around our two main message headlines "Honor Your Inner Legend" and "Bring headliners to your doorstep. Order online now to get your VIP pass to all 5 senses with just 1 click."
In order for our promotional items to fit all together we have decided to have them all connected around one single driver, a microsite. To get to this microsite however there are three different stages that could take you to different aspects. Awareness, Interest, and Conversion.
With Slane having only a 2% share in SC at the moment, we still need to find ways to raise awareness. These drivers will not only make the consumer aware of Slane but make them aware that they can buy it online easily. The interest drivers are for the people who may have heard of Slane or are interested in Irish Whiskey already. It will prompt people to further inquire about the products and what they could offer to them. This can be as quick as a QR code scan to the microsite. Our Conversion drivers are the things we want to guarantee a purchase of liquor online. By having these we are driving people to our main goal of purchasing using e-commerce.
The QR code on this page will lead you to a sample microsite that is the basis for all things Slane campaign. We want the consumer to feel they have access to all the information at their fingertips and that is why the QR code will be featured on all of our promotional items.
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MICROSITE
This site is the landing page for the campaign. Here they will be able to access all of our incentives as well as learn more information about Slanes’s offerings, where to buy it, and how to drink it. The first tab is our rebate tab. Here you will be able to receive $5 with proof of receipt. Once the form is submitted the deal will be emailed to their account with the option to continue receiving communications from Slane. The next tab is for the Sweepstakes. It will explain the specifics of the competition as well as the form they need to fill out to be eligible. Something to note here is that this is a way to also build our contact database to send future promotions and communications. The third tab is where you can find way to buy Slane right now, directly to your doorstep. By having varying options, people driven to the site can find the best way for them to shop. Our final page is the cocktail inspiration page. We love every recipe already on the Slane website but wanted to add another facet for people to gain access to recipes. One recommendation we do have is for that recipe page to be updated with more diverse and complex cocktails. Although a lot of people enjoy an espresso martini and irish coffee, our growing target demographic leans more towards the flavor profile of a River Boyne Fizz. A larger mock-up graphic of the microsite is included in the Appendix.
ON-PREMISE EVENTS
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Bar Promotional Events
Locally Sponsored Concerts
SOCIAL MEDIA INFLUENCERS
We think a very important part in creating awareness and gaining consumer interest for Slane is creating partnerships with Social Media influencers. With this said, we have found the Cocktail Bandits, a Charleston-based, female-empowerment focused duo who have created a name for themselves in the food and beverage community through their unique, feminine, urban perspective. Through creating a partnership with them, we hope to have them incorporate Slane in their Instagram and Facebook posts to share to their growing fan-base. They not only promote items, but they also share original cocktail recipes, which we believe is a great opportunity to promote Slane as a drink that can be used in cocktails. As COVID restrictions loosen, they are also available to promote at in person events which would be extremely helpful as well. As they are two women in our target demographic and they live in such a popular South Carolina city, we believe the Cocktail Bandits are the perfect representation of what Slane women are like. They are bold, passionate, and hard-working, apparent as they are shown in Forbes as one of 6 mixologists to follow, which is exactly what we are looking for through a social media partnership.
Through chats with the Cocktail Bandits as well as personal research, we have concluded that it would be about $1,800, which includes 4 posts a year on both Facebook and Instagram with a special bottle mailed directly to them. We determined this through looking at the number of followers they have on social media, the typical cost per post on different platforms, and typical prices that the Cocktail Bandits charge. We believe this is a great price to pay for a critical relationship like this that could help to tremendously boost awareness.
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SWEEPSTAKES
An opportunity we want to give people who buy Slane online is the chance to feel the history and music we keep talking about. A sweepstakes opportunity will be available through the Slane Microsite. There they will get to sign up for the contest by simply providing their name, email, phone number and address. This way we know the best way to contact the winner.
The contest will offer the ultimate experience in Slane, Ireland. Once the winner is picked, they will get tickets for two, to be flown out to the small town where they get the chance to stay at the founders, the Conyngham’s Bed & Breakfast. During their stay they will also get an exclusive tour of the Slane Castle, allowing them to see all of Slanes promising come to life. Concluding the tour, they can choose to either dine at the castle or find themselves back in the charming town that is the root of the spirit. The final element of the prize is VIP tickets to the first concert back at the castle. With talks of this happening in 2022, no artist has been confirmed. However, whatever artist the castle chooses to host, although it will look different than previous concerts, they will get to hear and feel the energy of the first performance back.
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NECK TAGS
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A new part of packaging we want to include is Neck Tags. By having these tags, it adds another element to catch people’s eyes, helping Slane’s positioning on the shelf. With these tags it is going to feature our promotional QR code that leads to the microsite. Each side of the tag is also going to feature a different incentive on it. The first is the $5 rebate offer. The second side then has the sweepstakes opportunity to go to the castle. Both of these headlines should prompt curious customers enough to want to take that step and scan to learn more.
SPOTIFY ADVERTISEMENTS
Since music has been a meaningful and integral facet of the Slane brand as well as an element that we have incorporated throughout our presentations and marketing plan, we want to continue integrating it by running ads on Spotify.
Our objective is to raise awareness for the Slane Irish Whiskey brand and target based on two listening behaviors: people who listen to the rock genre and fans of artists that have played at Slane Castle, such as Metallica, Queen, and Bon Jovi. We would like our ads to be focused in South Carolina, targeting both genders in the age range of 21-40 years old using all platforms. We would like our ads to run during the time periods of February through April and October through December. With a budget of $2,000 we can run 100,000 ads per year during those two time periods. We chose to run ads from February 20th to April 20th in order to for the brand to be on the center stage of people’s mind during St. Patrick's Day festivities. October 30th to December 30th is also an ideal time because Irish whiskey sales tend to increase during the holiday season as it is the perfect drink to celebrate life’s warm moments and a thoughtful gift to give to loved ones. The breakdown of these specifications can be found in the Appendix.
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SOCIAL MEDIA ADVERTISEMENTS
All ad mockups are available in the Appendix.
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BANNER ADVERTISEMENTS
Bottle Rover Example
Banner advertisements on an e-commerce platform are key to driving conversion. By clicking the advertisement, it takes you directly to purchase the bottle of Slane which is important because in the Irish Whiskey section, we are on the second page typically when browsing those apps. We chose Bottle Rover as an example platform because it is cost efficient and targets geographically. This is the math for the different options priced monthly:
Web banner $50 x 4 locations= $200
App banner $50 x 4 locations=$200
Popup banner $100 x 4 locations= $400
Feature section $50 x 4 locations= $200
Not only is Bottle Rover efficient for us, but it often has opportunities for free delivery. According to a survey done by logistica, it shows that adding free delivery can increase orders by 90% . This benefits the consumer, and it benefits us if the consumer increases orders. This drives consumers on the app to take that final step.
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GOOGLE ADVERTISEMENTS
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Google Ads can be very beneficial for targeting consumers who do not know much about Irish Whiskey but want to learn more. Doing a simple search using key words can make us become top of mind for them, because as we know loyalty sometimes comes from the first drink you try.
With Google Ads we can also target all four of our geographic regions with their range feature. We can pick these metro to specifically come up with Slane on top. A way we can really utilize Slane coming up ahead of other Irish Whiskey’s is by using unique key words for maximum exposure. This can include “concerts in Columbia, SC” “Fast alcohol delivery”, “Best Irish Whiskey SC”.
Another great asset Google Ads offers is you set your own budget each month. By doing this you can easily track how much you are spending. This method tends to generate an impressive ROI of up to $8 with each click.
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Many people usually get a lot of promotions by email since it's the easiest way to approach customers. It will allow people access to contact databases and email tools managed through an outside provider such as newsletters, promotional emails, Sweepstakes, or updates on concerts.
Since many people still communicate analogously, email promotions will undoubtedly help promote Slane to customers. With making promotional emails, to make a better-quality newsletter, we are planning to use an outside email create agency such as Mailchimp or Hubspot. It will be $350 per month, so for a year, it's going to be $4,200.
It will allow us access to contact databases and email tools managed through an outside provider.
#HonorYourInnerLegend�#SlaneCocktailChallenge
All ad mockups are available in the Appendix.
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CAMPAIGN LAUNCH
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Blind Tiger Saloon Charleston, SC
We would love to hold a campaign launch event at the Blind Tiger Saloon in downtown Charleston to kick everything off the St. Patrick's Day after the bill passes. We want people to be able to come and experience this amazing Irish Whiskey with a day of live music, food, free tastings, and other events. We would love to partner with a delivery service such as Bottle Rover to put on this event to drive the e-commerce aspect of this campaign. The Cocktail Bandits would host this event doing live cocktail mixings and tastings as well as giveaways and contests. Every table in the venue will have our QR codes to scan and representatives will walk around to give as much information as possible to attendees. The invite list we would like to have would be social media influencers around Charleston and South Carolina (who are willing to travel) as well as local liquor store owners. These store owners will be able to talk to the delivery service to see how they can incorporate e-commerce into their plans and how they can partner with these services. The atmosphere of Blind Tiger is welcoming yet edgy which mimics the feel that Slane gives off. After this event, we have allocated a yearly budget to sponsor other St. Patrick's Day events.
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Keys to Success:
Following this roadmap is the way that we believe that Breakthru will have the most success. By utilizing the awareness, interest, conversion model, you present a "call to action" to the target audience. Making sure that you are utilizing the short-term measures discussed in the next page to make adjustments, when necessary, will be key. Since this is a brand with low awareness, putting a lot of resources and time into the awareness sector of the plan is going to help Breakthru be successful. Overall, knowing when to be dynamic is going to be important in such a new industry, and utilizing the 3-step plan and measuring consistently will be the foundation to a successful campaign.
MEASURES OF SUCCESS
Short Term:
Engagement
General Sales, ROI
Conversion Rates
With our objective being to increase market awareness in millennial women in SC from 10%-25%, we can measure this in the short term through looking at our engagement and conversion numbers quarterly seeing how these numbers change and evolve as well as looking at KPIS like return on investment to see how much our campaign has generated each quarter. This also allows for us to adapt if we see that we are not making progress in the short term. Long term, we want to look at our sales numbers and ROI on a larger scale, and we want to get surveys out to measure the awareness level of the product to see if we have accomplished our objectives. We also want to look at retention rates to see if our product is keeping consumers.
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Long Term:
Sales Revenue/ Cases Sold
ROI
Awareness Surveys
Retention Rates
RESPONSIBILITIES FOR BREAKTHRU
Responsibilities for Breakthru from here on out are:
Create relationships with smaller e-commerce platforms and retailers to host Slane so potential partnerships could be possible
Continue to pay attention to your age range of 40 and up as well, don't lose your loyal original customers over the new target market
Be extremely detailed with how you want influencers/partners to portray Slane
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Slane has a blend of three casks that is smooth, complex, and robust. The flavor helps encompass all 5 of your senses for the ultimate experience.
See the rich color the whiskey provides when pouring it neat into a glass or mixed into your favorite cocktail.
Smell the complex fruit drizzles of caramel, butterscotch, vanilla, brown spice and toasted oak.
Taste the spice, followed by a sweet notes of caramel, vanilla and butterscotch, topping the aroma of dried fruit.
You should be left with hints of dried fruit and caramelized wood sugar.
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See for yourself the many options you have to enjoy Slane
Size Offerings:
Mini Bottle: 50mL
Standard Bottle: 750mL
Liter Bottle: 1L
PRODUCT
PRICING
Through Slane’s distribution we use Retailer Pricing. The bottle pricing is as followed based on local SC stores.
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50mL
$1.99
750mL
$ 25
1L
$36.99
In terms of the competitive price position when looking at the average shelf price of Irish Whiskey, Slane comes in at a low-median price point. At the lowest price Jameson is $22, Slane is next at $23, Tullamore Dew is next at $24, and Proper Twelve comes in highest at $27. This puts Slane at a perfect point for those who want to try something new, but do not want to spend much more money than they would have. Consumers will perceive the value as being slightly sophisticated, but not intimidating when trying to purchase a new product for their cocktails.
COMPETITIVE PRICE POSITION & CONSUMER VALUE PERCEPTIONS
PLACE
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RECOMMENDED OUTLETS
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Recommended outlets for e-commerce would be ReserveBar, Bottle Rover, and Drizly. ReserveBar markets themselves as the "leading e-commerce platform for luxury spirits and champagne in the U.S" which is a reason for Slane to believe it could be a good platform. Since they lead sales with spirits, it is a better alternative than Saucey that sells everything but tends to have more sales with Wine. Drizly is the most popular e-commerce app to be downloaded so using Drizly is a must even though we may be pretty hidden in Drizly. As mentioned before, Bottle Rover is the best platform we believe because it can target geographically, and it is small enough to where that is cost efficient. However, they have enough active users to play a big role in selling the product. Many users of e-commerce food and beverage applications say that they switch between apps often looking for the cheapest alternative, so having Slane on multiple outlets is ideal for this reason.
SHOPPER MARKETING IMPLICATIONS
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Click to add text
Click to add text
Shopper marketing involves making last minute appeals to consumers at the very moment that they are considering purchasing a product. When a consumer is scrolling through an e-commerce site or walking down the aisles of a liquor store, what are the factors that will cause them to choose Slane out of every other bottle on the site or in the store? This is where shopper marketing comes in, and it is extremely important as we pivot towards a market with increased e-commerce sales.
Our strategies for Slane include many tactics that are meant to help consumers make the decision to purchase amongst competitors. When walking down the aisle, the colorful bottle neck tags with the QR code attached will attract consumers to the bottle and spark their curiosity about what will pop up when they scan the code. During our promotional bar events, the free merchandise and samples handed out will entice consumers to try the product and persuade them to order it at the bar right after. Our easily accessible and all-inclusive microsite will offer consumers a variety of cocktail recipes followed by a direct path to purchasing online, making it a simple and easy choice compared to other competitors. Geo-targeted ads on BottleRover and Pinterest will pop up as consumers search for certain key words, ensuring that Slane is at the forefront of their mind when looking to purchase.
FORECASTING
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P&L STATEMENT- BREAKDOWN OF MARKETING SPEND
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Trade Marketing
The total marketing expenses are equivalent to $49,081 in year 1, $49,775 in year 2 and $44,879 in year 3
* a detailed excel file of our P&L statement can be found in the Appendix
1-YEAR TIMELINE
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2022
01
02
03
04
05
06
07
08
09
10
11
12
Cocktail Bandits
Cocktail Bandits introduce e-commerce in SC, sponsored by Slane, on Instagram
Jan. 2022
Spotify Ads & Slane Challenge
Run Spotify ads starting on Feb. 20 - Apr. 20 Announce Slane Challenge on all 3 platforms
Feb. 2022
Campaign Launch
Winner of Slane Challenge announced, and event kicked off at Blind Tiger Saloon on St. Patrick's Day after bill passes
Mar. 2022
Microsite Launch
Microsite used for communications & promotions, Sweepstake's info, cocktail inspiration, and e-commerce
Apr. 2022
Necktags
Necktags placed on Slane bottles in SC retail stores
May 2022
Bar Promotional Events
Connect w/ SC bars to set up Slane tables
Jun. 2022
Locally Sponsored Concerts
Partner w/ SC music venues and SYR
Set up Slane Station at venues
Jul. 2022
Sweepstakes
Winners announced and flown to Ireland
Aug. 2022
Emails
Connect w/ our database and send out promotions
Sep. 2022
Spotify & Banner Ads
Run Spotify ads starting on Oct. 30 - Dec. 30
Run banner ads on Bottle Rover
Oct. 2022
Google Ads
Run Google Ads
Nov. 2022
Social Media
Run ads on all 3 platforms throughout the year
Dec. 2022
12 MONTH COMMUNICATIONS CALENDAR
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CONTINGENCY PLAN
Being that our campaign was designed to drive the overall awareness, interest, and conversion of consumers into purchasing Slane, a contingency plan can be put in place in the situation that the e-commerce bill does not pass next year. Our social media plans, sponsoring of concerts, sweepstakes, signage, and neck tags can still be utilized, while the money allocated to banner and popup ads on delivery service websites can be used elsewhere to enhance the other promotional items. The launch event can still take place on St. Patrick's Day as well as the sponsoring of other events throughout the year. In terms of our headlines, the first can be utilized and the second can be modified:
We can still make use of the QR code on promotional items but modify the microsite to focus more on cocktail recipes, the sweepstakes, and where you can buy in-store.
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CONCLUDING THOUGHTS
It has been a pleasure to work with everyone here, and we thank Breakthru Beverage, Brown Forman, & Professor Rehling for the opportunity to work with such an exciting topic and a unique brand full of history. We have truly challenged ourselves to honor our inner legend and we challenge you all to do the same. We would be more than pleased for you to use this plan to headline a marketing campaign come February, and we thank you once again!
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Appendix
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MICROSITE
SPOTIFY ADS
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SPOTIFY AD LOGISTICS
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SPOTIFY AD MOCKUPS
INSTAGRAM AD MOCKUPS
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slanewhiskey
slanewhiskey
Bring headliners to your doorstep. Order Slane Irish Whiskey online now through ReserveBar, Bottlecapps, or Drizly to get your VIP pass to all 5 senses with just 1 click.
PINTEREST AD MOCKUPS
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Simple & Delicious Cocktail Recipes with Slane
Slane Cocktails for Girl’s Night
Slane Expresso Martini Recipe
Slane River Boyne Fizz Recipe
Cocktails to Make for St. Patty’s Day
FACEBOOK AD MOCKUPS
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slanewhiskey
Slanewhiskey.com
Bring headliners to your doorstep. Order Slane Irish Whiskey online now through ReserveBar, Bottlecapps, or Drizly to get your VIP pass to all 5 senses with just 1 click.
Bring headliners to your doorstep. Order Slane Irish Whiskey online now through ReserveBar, Bottlecapps, or Drizly to get your VIP pass to all 5 senses with just 1 click.
If you purchase Slane online and show us proof of receipt, you can get $5 back to use for your next order!
$5 back with proof of receipt
$5 back with proof of receipt
Email receipt to Slane
Rebate Deal
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Email Newsletter Mockup
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Google Ad Mockups
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SLANE CHALLENGE MOCKUPS
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SLANE CHALLENGE ENTRY MOCKUPS
SURVEY DATA
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*based on a survey of 123 people
SURVEY DATA(CONTINUED)
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SURVEY DATA(CONTINUED)
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DETAILED P&L STATEMENT
FORECASTING
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STRATEGIC BRIEF
SOURCES
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Dingwall, Kate. “Irish Whiskey Is Having a Big Moment.” Forbes, Forbes Magazine, 4 Mar. 2020, www.forbes.com/sites/katedingwall/2020/02/29/irish-whiskey-is- thriving/?sh=3af49fe056f9.
Dunn, Dan, and Dan Dunn. “The New Face of the Average Whiskey Drinker: Young, Pierced, and Female.” Robb Report, Robb Report, 8 Feb. 2019, robbreport.com/food-drink/spirits/who-are-the-new-whiskey- drinkers-2840639/.
Fromm, Jeff, et al. “Whiskey Cocktails Winning over a Nostalgic Generation.” Millennial Marketing, www.millennialmarketing.com/2016/01/whiskey-cocktails-winning-over-a-nostalgic-generation/.
Jones, Martin. “How Millennials Are Changing the Way Brands Market.” Coxblue.com, 2019, www.coxblue.com/how-millennials-are-changing-the-way-brands-market/.
Keski-Nisula, Pasi. “Terkko Navigator / Feeds.” Terkko Navigator - Your Medical Library, www.terkko.helsinki.fi/article/24707440_shamrock-farms-partners-with-slane-irish-whiskey-for- holiday-eggnog-campaign.
Kinnison, Andrea. “The 5 C's of Marketing - Templates & Examples.” Volusion Ecommerce Blog | SMB Marketing, Design, & Strategy, Volusion Ecommerce Blog | SMB Marketing, Design, & Strategy, 27 Jan. 2020, www.volusion.com/blog/situation-analysis-the-5-cs/.
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SOURCES (CONTINUED)
Kyle Swartz, et al. “7 Trends behind the Irish Whiskey Boom: Beverage Dynamics.” Beverage Dynamics | Wine, Beer & Spirits for Retail Decision Makers, 24 Apr. 2019, beveragedynamics.com/2019/04/19/7-trends- behind-the-irish-whiskey-resurgence/.
Lucas, Amelia. “Irish Whiskey Continues to Thrive in the US, Thanks to Millennials.” CNBC, CNBC, 16 Mar. 2019, www.cnbc.com/2019/03/15/irish-whiskey-continues-to-thrive-in-the-us-thanks-to- millennials.html.
M. Shanken. “Irish Whiskey Strikes Gold .” Market Watch, 12 Mar. 2021, www.marketwatchmag.com/irish- whiskey-strikes-gold/.
Marketing Charts. “Who’s Spending Their Money? Some Surprising Answers. - Marketing Charts.” Marketing Charts, 11 Feb. 2019, www.marketingcharts.com/customer-centric/spending-trends-107347.
Matt Sherman A former sports editor and journalist. “The Best 5 Liquor Store Pos Systems (& How to Choose the Right One for Your Business).” Merchant Maverick, 26 Feb. 2021, www.merchantmaverick.com/best- liquor-store-pos-systems/.
Morgan, Richard. “Millennials Are Drinking a Lot of Whiskey.” New York Post, New York Post, 8 Feb. 2017, nypost.com/2017/02/07/millennials-are-drinking-a-lot-of-whiskey/.
O'Donoghue, Deirdre. “Shopper Marketing 101: What It Is and How It Works.” Learn Hub, https://learn.g2.com/shopper-marketing.
Olito, Frank. “Bartenders Reveal the 13 Brands of Liquor They Love the Most.” Insider, Insider, 18 Apr. 2019, www.insider.com/best-liquor-bartenders-2019-4.
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SOURCES (CONTINUED)
Alcohol Attitudes, Consumption, & Trends with Millennials.” Collage Group, 15 Sept. 2021, www.collagegroup.com/2018/01/08/millennials-alcohol/.
“Are You on the C.O.D. List?” Liquor Authority, sla.ny.gov/are-you-cod-list.
“BevAlc Insights' 2021 Irish Whiskey Forecast.” BevAlc Insights, 1 Mar. 2021, bevalcinsights.com/bevalc-insights- 2021-irish-whiskey-forecast/.
“Consumers Rank Convenience & Fuel Retailers Low in Demonstrating Commitment to Environmental Friendliness.” Convenience Store News, csnews.com/consumers-rank-convenience-fuel-retailers-low- demonstrating-commitmentenvironmentalfriendliness#:~:text=75%20percent%20of%20millennials%20are.
“New Report Highlights Gender Disparity in Whisky Marketing.” The Whiskey Wash, 8 Mar. 2021, thewhiskeywash.com/whiskey-styles/scotch-whiskey/new-report-highlights-gender-disparity-in-whisky- marketing/.
“Shamrock Farms Partners with Slane Irish Whiskey for Holiday Eggnog Campaign.” Dairy Foods RSS, Dairy Foods, 11 Dec. 2020, www.dairyfoods.com/articles/94741-shamrock-farms-partners-with-slane-irish- whiskey-for-holiday-eggnog-campaign.
“Slane Irish Whiskey Appoints in the Company of Huskies as Global Agency.” LBBOnline, www.lbbonline.com/news/slane-irish-whiskey-appoints-in-the-company-of-huskies-as-global-agency.
“South Carolina Alcohol General Regulations.” State Law Enforcement Div., Alcohol Training and Licensing Unit.
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SOURCES (CONTINUED)
“South Carolina Alcohol Laws May Surprise You. Discover for Yourself!” Alcohol Problems and Solutions, 31 Oct. 2019, www.alcoholproblemsandsolutions.org/south-carolina-alcohol-laws-may-surprise/.
“The Pour Report: 2018 Millennial Drinking Trends.” Breakthrubev.com, 2018, www.breakthrubev.com/news/2018-millennial-trends.
“Whiskey Drinkers: What Can Social Data Tell Us about Their Behavior?” Brandwatch, www.brandwatch.com/blog/react-whiskey-drinkers/.
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