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2 Gingers Presentation
- 1. Lauren Schultz 2 GingersNational Sampling Program Push 1 & 2
- 2. Indianapolis– Off Premise Winter2014 # Off- Premise events Consumer Attendance # Samples # Bottles Sold Conversion Rate Goal 85 5100 3400 340 15% Actual 85 3061 1999 347 17% % Complete 100% 60% 59% 102% Highlights • Indianapolis conversion rate was high, which showed the support 2 Gingers was receiving in the market. • Average bottles sold was 1.48 higher than 2013, which showed a positive trend • St. Patrick’s Day, in week 8, showed a positives spike resulting in our market outselling the National Average • Indianapolis team made it to the Final 3 in nationwide sales competition during March • Market Extension
- 3. Indianapolis– On Premise Winter2014 # On- Premise events Consumer Attendance # Samples Drinks Sold Conversion Rate Goal 25 3125 2500 125 5% Actual 28 3216 2537 625 25% % Complete 112% 103% 101% 500% Highlights • Accounts in Indianapolis were getting being the brand and were creating special nights when the events took place. We continued to gain market attention the we hoped would continue into the summer. • We found it beneficial to have a list of Off Premise accounts near the On Premise accounts, where we were sampling, so we could direct consumers to those accounts to purchase 2 Gingers.
- 4. Indianapolis– Off Premise Summer2014 # Off- Premise events Consumer Attendance # Samples # Bottles Sold Conversion Rate Average bottles sold per event Goal 30 1800 1350 150 11.11% 5 Actual 30 1733 1300 168 12.9% 5.09 % Complete 100% 96% 96% 112% 102% Challenges • Account list at the beginning of the pulse did not draw the ideal target demographic • Rum, tequila & multiple other tastings were active in the metro area creating competition Successes • Bottle sales have increased after revising the account list in the fourth week • My team was able to bypass their Average Bottles Sold goal, which is one of the main focuses of this program.
- 5. Indianapolis– On Premise Summer2014 Challenges • Staff are not aware of the events and the brand prior to our teams arriving for the event which does not allow our team to leverage servers and bartenders to increase sales Successes • Accounts with patios have been extremely busy as consumers are getting out to embrace the summer weather • Consumer attendance and number of samples have passed the goal • 2 Gingers is the only Irish Whiskey at Rick’s Boat Yard # On- premise events Consumer Attendance # Samples # Drinks Sold Conversion Rate Goal 20 2600 1900 600 31.6% Actual 20 2740 2315 496 21.4% % Complete 100% 105% 121% 82% Drink Menu Placements • Rick’s Boatyard Café • Stacked Pickle • Moon Dog Tavern • Chammps – Keystone • Scotty’s Brewhouse