Shane Lohman’s Post

🚀 Big thanks to ECRM for featuring our Chief Growth Officer, Michael Russo, in a fantastic interview discussing Wild Bill's omni-channel strategy! Joseph Tarnowski, speaking from the perspective a of buyer, posed the PERFECT question that truly captures what sets Wild Bill's apart: "How are you going to support the product once it's on my shelves and get it into consumers' baskets?" The answer is simple: we build brand loyalty by delivering an authentic, unique, and nostalgic experience at local events—something we've been successfully doing for 20 years. 📍 Special shoutouts to our amazing partners where this strategy is perfectly displayed: - Associated Food Stores and FanX® Salt Lake Comic Convention™ in the Utah market - 35+ events in New Jersey annually to support ShopRite, Kings Foods, Balducci's Food Lover's Market, Livoti’s Old World Market, etc. - 30+ events (The Ohio State Fair, Fan Expo Cleveland, etc.) in Ohio annually to support Jungle Jim's International Market, Walking Distance Brewing Co., Candy Craze, Urbana Brewing Co., etc. 💡 When the pandemic hit, we pivoted to launch our ready-to-drink (RTD) beverages in cans, now available in over 1,300 stores. With events back in full swing, our pop-ups at 400 events annually are key to driving sales at retail. Our brand ambassadors expertly direct customers to local retailers and provide coupons to boost traffic. Michael also shares insights on expanding our distribution to independent and small/medium sized chain restaurants. If you're a foodservice operator looking to add some nostalgic flavor to your beverage mix, you can find us on RangeMe or at an upcoming #ECRM Foodservice Session. Check out the full interview with Joseph Tarnowski and learn how "getting lips to the liquid" is driving our retail success! 🍻 #Beverage #Foodservice #Retail #CPG #Restaurants #Hospitality

To sell more beverages at retail, you gotta "get lips to the liquid," says Michael Russo, Chief Growth Officer at Wild Bill’s Craft Beverage Co. And Wild Bill's certainly knows how to do that. For more two decades the brand has been selling its nostalgic flavors of soda from taps on portable wagons at fairs, festivals and other events such as New York's Comic Con. Customers would buy a 34-ounce barrel mug with the Wild Bill's logo etched onto it (and often customized with the event logo, too), fill up, and return for unlimited refills during the event. The variety of sodas includes classic favorites like Root Beer, Black Cherry, Orange Cream, and Vanilla, as well as seasonal flavors like Rocket Pop and non-boozy Mojito in the summer. Customers would then register their mug online to receive event alerts and special promotions. However, when the pandemic shut down in-person events, Wild Bill's pivoted and launched a line of ready-to-drink beverages in cans that are now available in more than 1,300 stores. With in-person events now back in full swing, and the Wild Bill's pop-ups at 400 events each year, the brand has started leveraging these massive sampling opportunities to drive sales at retail. Brand ambassadors at these events are well-versed in which local retailers carry the RTD cans and provide coupons to drive traffic to them. In addition, since customers register their mugs online, Wild Bill's keeps them aware of new retail locations and also sends them promotions via email. For example, Wild Bill's has pop-ups at 50 events in Ohio each year, and at these events its brand ambassadors direct customers to Jungle Jim's International Market to find the RTD cans. In this video with Joseph Tarnowski, recorded at ECRM's Foodservice Session, Michael gives an overview of the company, and details on how "getting lips to liquid" at these events helps to drive sales of the RTD sodas at retail. He also discusses their plans to expand distribution at independent restaurants, so if you are a foodservice operator looking to add a bit of nostalgic flavor to your mix of beverages, you can find Wild Bill's on RangeMe or at an upcoming Foodservice Session (we'll link to it in the comments below). #beverage #foodservice #retail #restaurants #hospitality #cpg #ecrmrangeme

Do you want to drive sales growth and case depletions for your brand? Checkout our new video that explains our value proposition for the alcohol beverage industry! #Flute is a tool that allows brand reps and distributors to actively support and easily manage #retail accounts at the palm of your hands. Direct message us if you would like to learn more about our solution. #bartenders #restaurants #hospitality #technology

Great quick read for those in the #BeverageIndustry… we’ve been seeing this for a while and it’s ramping. From McDonald's venturing further into coffee territory with CosMc's to the expansion of Dirty soda out of Utah with Swig, these trends are reshaping how the next generation of consumers will discover and enjoy their drinks. If you're not already following these concepts and trends, now's the time to tune in. They're set to have a major impact on the beverage landscape. #FoodAndBeverages #BeverageMarket

From local partnerships and exclusive flavors to clear signage and tying it into loyalty and rewards programs, there's a lot convenience stores can do to build a standout beverage program, experts say. https://lnkd.in/dHTFuqmD

Is McDonald's new beverage line a bold move or a bitter blend? ☕ In our latest editorial, QBR Editor Lauren MacDonald delves into McDonald’s bold venture into the specialty beverage market with the launch of CosMc’s. This strategic move, aimed at challenging beverage giants like Starbucks and Dunkin’ Donuts, showcases McDonald’s intent to diversify its revenue streams and enhance its brand power. MacDonald examines the implications of CosMc’s introduction, assessing its potential to attract a new demographic and integrate seamlessly into consumers’ daily routines. Through a critical analysis, she explores whether CosMc’s signifies a refreshing innovation in McDonald’s portfolio or if it represents a leap of faith into a fiercely competitive arena. This editorial offers a comprehensive look at CosMc’s journey, from its inception to its market positioning, highlighting the challenges and opportunities that lie ahead for McDonald’s in redefining its legacy within the quick-service restaurant industry https://lnkd.in/gjrzPA4e

The beverage market is ever-evolving, and limiting your brand to a single segment, like craft beer, can restrict growth potential. At Five Star Beverage Group, we understand the importance of broadening horizons to appeal to a wider audience. Recent data shows that 30% of non-craft drinkers prefer other beverages, and 25% favor different alcoholic options. This presents a significant opportunity for brands willing to expand their reach. Expanding Your Vision: At Five Star, we guide beverage companies in viewing themselves as comprehensive beverage brands rather than single-segment players. This shift enables entry into new segments and diversification of brand identity. Take Southern Tier, for example. Known for their craft beer, they successfully expanded into the spirits segment, attracting a new audience and boosting their market presence. Similarly, Schilling launched Schilling Hard Lemonade, leveraging their expertise in hard cider to meet the growing demand for flavored beverages. These strategies demonstrate how diversification can drive growth across various segments and target audiences. Venturing into New Markets: Our team at Five Star helps companies develop products that appeal to different drinker segments. While the craft beer market still holds potential, expanding into new segments can unlock additional growth. Just because your brand has historically been a craft brewery doesn’t mean you can’t explore new avenues. Expanding into segments like RTD cocktails or flavored malt beverages doesn’t detract from your credibility; instead, it enhances your versatility and market reach. The beverage industry demands a flexible, forward-thinking approach. By expanding your product range and targeting a broader audience, you enhance growth potential and maintain competitiveness. At Five Star Beverage Group, we specialize in helping brands embrace this mindset, driving them to new heights of success. Don’t limit your brand’s potential; diversify and thrive with Five Star. Are you interested in transforming your brand into a comprehensive beverage powerhouse? Click the link below to schedule your free intro call! Let us guide you in navigating the market and unlocking your brand’s full potential for tangible success. https://lnkd.in/eVePcFaA #BeverageIndustry #BrandGrowth #MarketExpansion #CraftBrewery #Innovation #BusinessStrategy #ConsumerTrends

Throwback Thursday: The Bold Move That Put RC Cola on the Map This #ThrowbackThursday, we want to go back in time to... 1940. It was then when RC Cola introduced the very first Blind Taste Test to the world, and we won! RC Cola’s innovative approach not only set a new standard in the beverage industry but also proved that taste is king. This bold move demonstrated our confidence in our product and invited consumers to experience the difference for themselves. How Can You Use This Bold Move for Your Beverage Brand? Focus on Taste: Instead of simply claiming to be better than other cola brands, emphasize the unique taste of your beverage. After all, taste is what truly matters to consumers. Engage Consumers: Create opportunities for new people to taste your beverages. Whether through blind taste tests, sampling events, or creative marketing campaigns, engaging directly with consumers is key. Build Trust: By inviting consumers to judge for themselves, you build trust and credibility. Allowing people to experience your product firsthand can create loyal customers and brand advocates. Innovative Marketing: Take a page from RC Cola’s playbook and think outside the box. Bold and innovative marketing strategies can set your brand apart in a crowded market. As we celebrate this milestone, let’s remember that engaging with consumers and focusing on the quality of our product can create lasting success. Here’s to making bold moves and winning taste buds everywhere! #RCCola #BeverageIndustry #Bottlers #ThrowbackThursday #MarketingInnovation #ConsumerEngagement #TasteMatters

It used to be burger wars. 🍔 Now it’s beverage wars. 🧋 Everyone’s after their fair share of the beverage category. Convenience stores have athe right to dominate but they have to start thinking like QSRs. Kyle Drenon and I shared our perspective how with CSP Daily News. #foodservice #marketing #marketingandadvertising #conveniencestores #beveragecategory #qsr