Ingredient Solutions Sales Expansion
BRANDED SPIRITS
FIVE STRATEGIES TO CONTINUE DELIVERING LONG-TERM GROWTH WITHIN THE BRANDED SPIRITS SEGMENT
Branded Spirits Growth Strategy
1. Focus on the Right Categories
Focus on the Right Marketing Support
2. Focus on the Right Brands
MGP
•
Paid Social (Facebook,
AWARENESS
•
Instagram)
Online/Streaming (YouTube,
Pre-Roll Video)
•
Cable TV
•
OTT Digital Video
3. Focus on the Right Price
4. Focus on the Right Size
5. Focus on the Right Marketing Support
Premium Plus % of Total Segment Net Sales
CONSIDERATION
17
36%
CONVERSION
30%
25%
15%
16%
2018
2019
2020
2021
2022
Note: MGP acquired Luxco on April 1, 2021. Data in the above chart prior to April 1, 2021 is Luxco only and does not include MGP Legacy brands. Premium Plus
includes Ultra Premium, Super Premium and Premium price tier categories
Source: Internal Company Data
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•
•
Paid Search
•
CRM Strategy
•
Digital Display
•
Influencer Management
E-Commerce Promo (retargeting-ads to promote
purchase)
Digital Coupons (Ibotta)
E-Commerce Sites: Instacart, Thirstie,
Caskers/Flaviar, Reserve BarView entire presentation