in the Mix Vol. 64, Fall 2020, Special Edition

Vol. 64 Fall 2020 Special Edition

FOR YOUR B EVE RAG E M AR KETI NG N E E DS

ONE OF THE MOST SUCCESSFUL SPIRIT LAUNCHES IN HISTORY A N D T H E M O ST FO L LOW E D S P I R I T O N I N S TA G R A M

AN ULTRA SMOOTH BLEND WITH NOTES OF VANILLA, HONEY, AND TOASTED WOOD

C O N TA C T YO U R L O C A L P R O X I M O S P I R I T S A C C O U N T M A N A G E R 2

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Fall 2019 • itmmag.com

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PUBLISHER’S LETTER

Mixing It Up for The New Year 2021

Don Billings Publisher, in the Mix Media Founding Partner IMI Agency

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos

For the past six months, the hospitality industry has taken a beating, caused by a global pandemic. The on-premise may be down, but we are not out. We’ve taken it on the chin, but we still have fight left to rally back as we get closer to 2021.

We at in the Mix (ITM) and IMI see the light at the end of the tunnel. Our operators are slowly reopening and our suppliers are engaging again. We are here as always, to facilitate and bridge the gap to BUILDING BETTER BEVERAGE BUSINESS™ . in the Mix has continued to send out a series of ITM Journals online during this challenging time. The Journals speak to what our operators and brand suppliers are doing, along with their strategies for reopening and revitalizing their brands with new ideas and insights.

This edition of in the Mix digital magazine is focused on addressing how ITM and IMI are prepared to help our operators and suppliers with the tools necessary to energize and drive new sales, starting with this winter holiday season and into the new calendar year.

– Don Billings

Fall 2019 • itmmag.com

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PRESIDENT’S LETTER Greetings Fellow COVID-19 Survivors!

What a year 2020 has turned out to be. At the ITM B4 Summit in November of 2018, we all dug into the “Vision for 2020” … a vision that included great product and packaging innovation, the use of creativity and technology to attract and eatertain the new generations of beverage alcohol consumers, and the melding of onand off-premise channels in search of customer traffic and beverage sales.

That vision was not too far off from today’s reality, except the driver has been the need for survival for chain hospitality operators. During these COVID months, IMI has invested in our Team and our technology, as well as sharpened our creativity to help our Clients exist and succeed. From hosting Zoom/Teams wine tastings and Partner engagements, managing electronic RFP submissions and expanding our IManage platforms for staff communications, to training and incentives, creative QR code promotions, menu activations and “togo” beverage campaigns, the IMI Team’s day-to-day goal has been to ensure that each our Clients and investing Partners experience a better beverage day today than yesterday.

As Don mentioned in his remarks, there is light at the end of the tunnel — light brought forth because our industry, in general, and chain hospitality, in particular, is full of survivors, entrepreneurs and operators who value and embrace partnerships. IMI will continue to deliver on our Partnerships with our Clients and continue to invest in creativity, technology and innovations that will be key in Building Better Beverage Business™ in 2021!

Larry McGinn President, IMI Agency

Larry McGinn President, IMI Agency

Brandon Wise

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The Future of the On-Premise Beverage Business: What the Data Says

by Mike Kostyo Datassential

What will the future of the on-premise beverage business look like? While this year has certainly taught us that we can never fully predict the future, we can make some educated guesses about consumer behavior based on past history combined with current research and data.

While we know that consumers can’t wait to get back to on-premise eating and drinking again, we also know that there is a large percentage of the country that is still a little too nervous to eat out. In fact, 47 percent of consumers say they are still 8

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avoiding eating out. It’s clear that getting back to the new normal will be a slow process.

Even if an operator has been open for months, there will likely still be consumers who are venturing out for the first time late into this year and even early into 2021. That holds true even if a vaccine or rapid test becomes available, as any production and rollout process won’t happen overnight.

But that doesn’t mean consumers don’t want to eat out again. According to Datassential research, nearly two-thirds of consumers (65 percent) say they are tired of cooking at home, while almost 80 percent say they are craving something new. Consumers report that they want to relax, socialize and enjoy the hospitality and menu options they can only get when eating and drinking out.

These are strong tailwinds that can help ensure the on-premise beverage segment comes back stronger than ever. Operators should

focus on unique options and hospitality-driven concepts that consumers can’t get at home.

Consider developing options like experiential cocktails, wine and spirit flights, shareable beer buckets and anything related to ontrend hard seltzer, to really grab consumer attention.

It’s also important to consider how changes across the industry will impact onpremise beverage accounts. Nearly a third of consumers say they have ordered alcoholic beverages for delivery during the pandemic and the vast majority rated the experience very highly. As more operators begin offering alcoholic beverages and delivery becomes more ubiquitous than ever, competition will only become fiercer. Again, creating unique, innovative, experiential options that consumers can’t get at home — or don’t trust to hold up during delivery, like frozen options — will set on-premise options apart.

Other changes, like outdoor dining, are also here to stay because they have proven popular with consumers. Drinks designed to hold up in the heat during the summer, or to warm up consumers snuggled around heat lamps on outdoor patios in the winter, will be key. Many accounts, from casinos and hotels to even senior living facilities, are incorporating dedicated outdoor bar areas to new builds or remodels.

Back-of-house or behind the bar, it’s essential to consider both short- and long-term needs. In the short term, many operators are redesigning the bar to ensure social distancing between both bartenders and guests, which in some locations means each bartender has a dedicated station that they try not to stray from. That means a bartender may rely on a smaller selection of bottles, mixers, garnishes, etc. in this one area, so any options that have a wide variety of uses and applications can be beneficial. Many operations are also dealing with staffing shortages — 68 percent of operators say they have cut staff in some way and the majority haven’t hired them all back — so easier recipes and speed-scratch products may resonate (that still wow guests, of course).

Technology will also be key in the future. QR codes, bar seat reservations and paying the check through an app are already becoming far more ubiquitous throughout the industry.

While it’s going to be awhile before things feel somewhat normal again, the months ahead will give operators the time and opportunity to really strategize and meet consumer needs as they start eating and drinking out again. When it comes to the aspects of eating out that consumers miss the most — relaxation, socializing — there are few parts of the industry that are as equipped to provide them as the beverage segment.

KEY DATA POINTS (FROM DATASSENTIAL COVID-19 RESEARCH) • 65% of consumers are tired of cooking at home.

• 79% of consumers are craving something new.

• 41% of consumers are looking most looking forward to the relaxation they’ll experience at restaurants again, topping feelings like “joy” and “relief.”

• 62% of consumers say restaurant food is an escape during COVID. • 39% of consumers say they are most looking forward to socializing with friends and family again at foodservice operations, topping all other aspects.

• 68% of operators say they have cut staff in some way, with 15% saying they have not hired any of them back and 36% saying they have hired some back.

• Nearly one-third (32%) of consumers say they have ordered alcoholic beverages for delivery during the pandemic.

• 31% have tried cocktail kits for takeout or delivery, and another 22% would like to try them.

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CREATIVE SERVICES DEPARTMENT OUR IN-HOUSE CREATIVE TEAM IS READY TO MEET YOUR PROJECT NEEDS.

IMI has been pleased to provide customized beverage program management to chain hospitality operators since 1990. Some 20 years ago, we recognized a growing desire on the part of our clients and supplier partners for a suite of creative solutions to provide marketing, merchandising and promotional support. To meet this need we launched CSD, our in-house creative

Burger Theory Promotional Materials

services department.

CSD is staffed by a team of seasoned experts who will work directly with you or through your IMI account manager to deliver a full range of creative services,

WHO

from brand development and concept ideation

WHAT

to production, merchandising and fulfillment. Our

WHEN

portfolio also includes digital capabilities such as

WHERE

We invite you to review CSD’s capabilities and let us know how we can help drive your beverage business.

Guests who dine in our restaurants and purchase any of our burgers can purchase a Blue Moon (bottle or draft) at half off

The promotion runs from July 15 - September 23, 2016.

All Burger Theory locations in the US and Canada

WHY • To enhance the Burger Theory and Holiday Inn guest experience • To drive bar and restaurant sales during the summer • To drive sales of Blue Moon

BARTENDER/SERVER

EMPLOYEE NAME

200

Contest Prizes

website development and social media tools.

Holiday Inn® and Burger Theory™ have partnered with Blue Moon for a summer 2016 promotion.

300

Place

Prize

1st

42 mm Apple Watch Sport

2nd

50,000 IHG Rewards Club Points

3rd

25,000 IHG Rewards Club Points

BLUE MOON UNITS SOLD

400

500

imiagency.com/create All servers and bartenders must be IHG Rewards Club members in order to participate in the contest. IHG Rewards Club points can be redeemed at the IHG Rewards Club employee catalog via IHG Merlin. For more information, contact your hotels Loyalty Champion.

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VIBE Conference Award Winner - Morton’s The Steakhouse A Tasting of Paris

CREATING INNOVATIVE PROGRAMS THAT EXCEED EXPECTATIONS CSD has a proven track record for developing and delivering award-winning promotions and marketing collateral that boost sales and help build brands. Our comprehensive services include:

CONCEPT DEVELOPMENT AND BRANDING—We understand how to structure effective spirits, beer, wine and nonalcoholic beverage promotions that attract purchases by your guests and align with your brand.

InterContinental Hotels Top Shelf

GRAPHIC DESIGN—Visual appeal can spell the difference between ordinary and unforgettable in your marketing collateral materials. Our designers are skilled at creating showstopping graphics that make your promotions stand out.

DRINK PHOTOGRAPHY—Creating stunning imagery to sell your featured brands and items is our specialty.

STAFF AND SERVER TRAINING TOOLS—The most important component of every beverage promotion and program is staff training, education, and engagement. Your team is the key to the success of every beverage initiative. Let

Aramark Concert Series Cocktails

CSD drive your success with custom staff communications, training videos, reward and recognition programs and leaderboards.

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PRINT PRODUCTION AND FULFILLMENT— CSD has longstanding relationships with best in class production and fulfillment houses and can work with service providers of your choice to ensure consistently exceptional quality and prompt delivery of your

Gin Bible for New York Barclay

promotional materials.

VIDEO PRODUCTION AND EDITING—Choose CSD’s comprehensive, start-to-finish video development package or opt for a la carte services: concepting, scriptwriting, full video production and editing.

COPYWRITING AND PROOFREADING— Effective and impeccable storytelling is key to creating promotions that engage the guest.

Our writers know how to create copy that delivers success.

CLICK TO VIEW VIDEO

EVENT WEBSITES WITH FULL HOSTING CAPABILITIES—CSD can also create and fully host themed event spaces and develop integrated promotional and support materials.

DIGITAL PROMOTIONAL TOOLS—CSD’s array of digital services includes development of onscreen digital promotion boards and online flipbooks for brochures and other publications.

EMAIL MARKETING AND SOCIAL MEDIA TOOL KITS—CSD can enhance any promotion through development of email campaigns and social media assets and tool kits, including calendars, content and imagery.

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Aramark Superbowl Event Photography

Mellow Mushroom Promotion Prize Winner

AFFORDABLE, FLAT-RATE PRICING THAT HELPS MAXIMIZE YOUR PROMOTIONAL DOLLAR CSD offers a budget-friendly flat-rate fee structure to eliminate the unwelcome sticker shock that often accompanies receipt of the final bill for creative services. We take pride in being fully transparent, with our Clients and Supplier Partners, with upfront pricing quotes. From estimate to final invoice, you can be confident our pricing will stay the same. Charges for any add-ons you may request, such as printing and shipping, will be quoted separately and clearly.

LET US SERVE AS AN EXTENSION OF YOUR TEAM For more information about our services visit, or to request a free quote for your upcoming projects, contact csd@imiagency.com today.

Follow us on Instagram @csdcreates

B4 Summit Photography

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Fall 2019 • itmmag.com

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TECHNOLOGY SERVICES OUR DIGITAL PLATFORMS, TOOLS AND ONLINE SERVICES PUT USER-FRIENDLY MANAGEMENT TECHNOLOGY AT YOUR FINGERTIPS. IMI is proud of our role as pioneers in developing creativity-meets-technology solutions to help hospitality professionals manage promotions and events in the digital space. We understand that effectively leveraging technology can mean the difference between staying ahead of the curve and constantly playing catch-up. IMI offers our Clients and Supplier Partners innovative and creative platforms and services that result in Building Better

IMANAGEBEVERAGE

Beverage Business™!

Our user-friendly, proprietary software and capabilities include:

IMANAGEBEVERAGE—This mobile-friendly, interactive website and app tool lets your team access information on all your beverage initiatives on one single platform. Features include searchable recipes, training and education assets, details on program and promotion initiatives and staff recognition and rewards.

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CONTACT US FOR A DEMO

CLICK HERE FOR VIDEO

IMANAGEPROMO

IMANAGEPROMO—Functioning as a consistent launching pad for your promotions, this management software enhances effectiveness by providing a tracking platform for sales data, detailed reporting and a participant dashboard that encourages friendly competition among unit teams. IMANAGEPROMO can manage multiple promotions and lines of business on a single platform.

IMANAGEEVENTS—Our event package facilitates ease of management and maximizes the effectiveness of your virtual, in-person and hybrid events. Services include Zoom and Teams event management and hosting, creating a virtual or hybrid event space, and development of a website and mobile event app. IMI’s technology team can also manage registration, live streaming, prerecorded videos, and A/V production.

ONLINE SOLUTIONS—IMI offers a myriad of online tools to help you manage your beverage business…comprehensive custom beverage websites, competition submissions/ voting portals, event registration, beverage assessment surveys, RFP submissions and sales data collection and reporting.

IMANAGEEVENTS 17

IMI’S BEVERAGE TASTING APP—An easy-touse app can accommodate an unlimited number of tasters while providing real-time results. The app allows you to compare demographics of your guests, tasters, and beverage brand profiles to aid in your final decisions.

ZOOM AND TEAMS HOSTING—IMI offers a complete lineup of services to support you in delivering successful, stress-free online meetings, including meeting/ webinar hosting, recordings, management of participant registration and pre-meeting rehearsals. Packages include the services of an event tech manager to assist with such functions as tasting events, wine pairing dinners, RFP meetings, supplier meetings, consumer-based events, and company meetings.

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LET US PUT OUR TECHNOLOGY TO WORK FOR YOU. Our IMANAGE suite of services and other promotion management systems and tools can motivate your staff to sell and your guests to purchase. We would be glad to connect and talk about how IMI’s technology team and tools can best meet your specific needs.

Get in touch with us at it@imiagency.com today.

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$1,000,000 GRANTED CORE: Children of Restaurant Employees has granted over $1,000,000 to support food and beverage families with children so far this year, and we’re not finished.

To put this in perspective, this is a 340% increase in the amount of funds granted in all of 2019. Clearly, the need is great.

If you know a food and beverage service employee with children and either the parent or child is facing a health crisis, injury or impact of a natural disaster, please refer them to COREgives.org to apply for a grant today. CORE can help bridge the financial gap.

“Financially, CORE helped us to pay off outstanding medical bills. Maya’s father hasn’t worked full time since her diagnosis. We had been taken to collections and were so blessed to be able to put the grant towards those bills. We are eternally grateful for this organization. CORE has been life changing for our family.”

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-WORDS FROM BONNIE, a food and beverage service industry employee whose 5-year-old daughter is underground chemotherapy after being diagnosed with Optic Nerve Glioma.

THANK YOU

to our generous 2020 sponsors*

Jose Cuervo Tequila Barefoot Wines and EJ Gallo Patron/Bacardi Tito’s Handmade Vodka Anheuser Busch Republic National Distributing Company Sazerac Company, Inc Skrewball Peanut Butter Whiskey Smithfield Foods IMI Agency Bunzl USA, Inc. Trinchero Family Estates Florida Restaurant & Lodging Association Capital One Rodney Strong Vineyards Gary Ferrell Wines Real Estate Group of NY The Wine Group Widow Jane American Beverage Marketers Boston Beer, Co. Jeannie and Jonathan Levine Delicato Family Wines Four Corners Brewing Co. Funky Buddha Brewery Diageo

Heaven Hill Ink Link Marketing Li Destri: Cask & Crew, Recipe 21 Monin Gourmet Syrups RumChata Foundation Winebow, Hope Family Wines Wingstop Foundation Women in the Industry (WITI Group) Yuengling The Elliot Group Somrus-Small Brand Big Heart A&J Charitable Fund Banfi Vinters Foundation California Fire Foundation Fiji Water MarketTeam Inc. Patrick Henry Creative Promotions Q Mixers Questex: VIBE Conference Red Bull Cuba Libre Restaurant & Rum Bar Ste. Michelle Wine Estates The Tuttleman Foundation The Village Tavern Daddy Rack Tennessee Straight Whiskey Widow Jane Distillery

*as of September 15, 2020.

Partners and Sponsors giving $5,000 or more.

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