SINFIRE CINNAMON WHISKY
ON-PREMISE EVENT DEMOS
Hood River Distillers (HRD) desired to drive new distribution to on-premise accounts across Southern California markets for Sinfire Cinnamon Whisky – one of the top cinnamon whiskies nationwide. Due to positive experiences and results from working with Mirus Promotions, Inc. on past events and campaigns, HRD contacted the company to handle the sampling program using their trained, sales-oriented brand ambassadors and highly competent internal staff.
Mirus Promotions coordinated an in-person training with the Hood River Distillers’ marketing director to launch the Sinfire on premise campaign with Southern California teams. Two-hour promotions were then scheduled at key accounts frequented by Sinfire’s target demographic across Southern California, with a heavy focus in San Diego, California. At each sampling, two female brand ambassadors passed out chilled samples and marketing assets, communicated key brand messages, created an enthusiastic environment and encouraged patrons to purchase Sinfire Cinnamon Whisky.
Bar managers were extremely pleased with the representation provided and the sales resulting from the promotions; some even stated the Sinfire ambassadors were the “friendliest and best” they ever had in their accounts. Over the course of the program, brand ambassadors reached over 1,500 new Sinfire intercepts! Many commented they now preferred Sinfire over competitors’ brands and would purchase the product outside of the venue, as well.
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