Just as bees do in nature, Colony thrives through collaboration and specialization. We be-
lieve in the power and strength of working collectively as a team. At Colony, we pride ourselves on effectively creating harmonious messages driven by the client’s vision and brand values. Founded in 2018, we proudly call Madison, Wisconsin our home. Colony is an integrated marketing agency that aims to produce a holistic picture of our client’s brand.
Meet our Team
Allison Dwek
Catherine Peterson
Gabe Shah
Sophie Grandi
Madeleine Beck
Haleigh Salemi
Table of Contents Secondary Research................... 4 Primary Research....................... 14 Position Strategy......................... 20 Message Strategy........................ 21 Creative Brief............................. 22 Campaign Strategy.................... 23
Secondary Research
4
Secondary Research
Situational Summary
Consumption levels vary seasonally between types of distilled spirits, with white spirits being far more popular in the summer and spring and dark spirits peaking in the winter and fall. This could help Domeloz distinguish how to prioritize marketing expenses for each of its products throughout the year.9
Category and Segment
Within the category of distilled spirits there are different segments including vodka, whiskey, rum, tequila and gin. After considering strategic alternatives, Domeloz has, to-date, decided to create an entirely new spirits segment called Somel, which would consist of spirits distilled from honey.10
Domeloz currently competes in the distilled spirits category. Distilled spirits are alcoholic drinks, commonly known as “hard liquors,” made from distilling or fermenting agricultural products.1 Within distilled spirits there are white spirits, such as vodka and gin, and dark spirits, such as whiskey and brandy.
A partnership is in the works between Domeloz and the National Honey Board (NHB), an industry-funded group that uses research, marketing and promotions to achieve its goal of spreading awareness of the benefits of honey products. In the past, the National Honey Board has partnered with honey/bee driven products to promote sales of the product through coupons, recipes and educational advertising. The NHB also published a blog post in September of 2018 highlighting Caledonia Spirits’ Bees Knees Week.11 Domeloz has entered it’s products in a Honey Spirit Competition run by the NHB. The NHB is in support of Domeloz’s goal of establishing a new category for the product and is willing to help with the efforts.12
Dollar sales of distilled spirits have increased 20 percent within the last five years and are predicted to increase another 11 percent by 2022, partially due to the rise in consumer preference for premium spirits.2 This insight is key to Domeloz, as a 750 ML bottle of Domeloz Yellow Label has a rather high price point of $45 to $55,3 which positions it as a premium spirit. This interest in premium alcohol goes beyond price as many consumers are looking for something unique to the product, such as high quality ingredients or unique packaging.4 With premiumization gaining popularity, the market may become saturated with premium products. Domeloz could fight this by emphasizing separating characteristics such as their specialized distilling process.
Domeloz Yellow Label has strong similarities to vodka. Vodka is the largest segment within distilled spirits and its demand is predicted to rise. In fact, vodka sales in 2016 topped the next highest competitor within white spirits, rum, by about three to one. Premium and super-premium segments of vodka are currently performing better than most value brands, due to increases in disposable income creating a consumer view of premium vodkas as affordable luxuries.13 As stated earlier, this will be beneficial to Domeloz’s sales, due to its positioning as a premium product.
While dollar sales of distilled spirits are increasing, 90 percent of consumers self-report that they are either drinking the same amount or less white spirits.5 This means that within the category it will be crucial to retain core consumers in order to keep sales up. Consumers decreasing their intake are doing so primarily in order to manage health, so spirits that highlight health benefits or include the nutritional information on the packaging are preferred. 6 The number one reported reason for increasing white spirit consumption is for experimentation with new cocktail recipes. Along with that, white and dark spirits are ranked as the top products used to make cocktails at home.7 Relaxation is the main reason consumers attribute to drinking white spirits,8 and many people are opting to drink at home for comfort reasons. In fact, about 80 percent of both white and dark spirit consumption takes place-off premise as many consumers feel it is more relaxing to drink at home. Domeloz could capitalize on these trends by pushing easy-to-make signature cocktails and marketing the relaxation effects of honey.
Closely mirroring the trends of white spirits in general, vodka consumption is most commonly associated with a desire to relax. That said, vodka is also strongly tied to the idea of being fun and good for consuming with others, so tying that with the theme of relaxation is key when targeting consumers.15 14
5
Secondary Research
Domeloz’s second product currently on the market, Domeloz Black Label, could also be placed in the vodka segment and considered a “barrel-rested vodka.” This is a trend that is currently growing in popularity. With that said, Domeloz founder Dominic DeSano stated that this product most directly competes with whiskey.16 Just as vodka makes up the bulk of the white spirits segment, whiskey accounts for the majority of the dark spirits segment. 17 Whiskey is expected to have strong growth over the next few years, mainly due to male interest in craft and premium products, bringing it to 42 percent growth between 2012 and 2022.18 This presents opportunity for Domeloz along with the fact that consumers are voluntarily trying new types of whiskey due to increased diversity of taste, flavor, and alcohol content. 19 While male consumers make up the majority of the segment, interest in mixology is helping drive the whiskey segment as well, and because women believe cocktails are a good way to try new spirits.20 This may help products like Domeloz Black Label to appear more approachable to women, again proving that a focus on cocktail culture could be key to Domeloz’s strategy. A major implication associated with this market is that almost a third of the US population abstains from alcohol completely, and of the remaining population of legal- drinking-age, beer and wine are the most popular options.21
Company Review Founded
September 2016
Location Madison, WI
100% pure honey22 Honey Spirit distilled from honey
Passion
Driven by passion for mead making and excitement to indroduce honey spirits to world
6
Secondary Research Current Marketing Plan Branding
Therefore, it is important to consider the honey bee population throughout the production process. According to the EPA, Colony Collapse Disorder (CCD) occurs when worker honey bees disappear from a hive deserting the queen bee and ultimately killing the honey hive.34 Although CCD has declined since its peak in the late 2000s, it is still a concern beekeepers should pay attention to.35 According to Greenpeace, three ways to prevent the decline of bees are to ban toxic pesticides, protect pollinator health by preserving wild habitat, and restore ecological agriculture.36
Domeloz is currently branded as a honey spirit, as it is a distillation of mead. At the start of 2018, Domeloz adopted its new name, changing it from its original name “Meloz”23 due to trademark concerns. However, bottles with the name “Meloz” still exist on market shelves. In Latin, “Domeloz” translates to “do fast honey,” which highlights the distinguishingly fast process in which Domeloz can be produced.24 On its website, Domeloz calls itself “The Nectar of the Next Gods,” rooted in the legend of the father of the Nordic Gods, who was the keeper and distiller of mead.25 Finally, there was no information on Domeloz in major research databases, showing that Domeloz has very low brand awareness and recognition within the alcohol market.
A key advantage of manufacturing is how quickly Domeloz is able to be produced, a factor that differentiates itself from other spirits. The use of the Vincent Column Hive is another key advantage that separates Domeloz’s effort to protect and sustain bees from that of its other honey spirit competitors. However, a key issue could be the potential threat to bees that the product relies on.
Product Line The distillery produces two Domeloz products and is in the process of creating a third. The final products are gluten-free37 and have zero sugars added.38 The products are sold in various local restaurants, bars, and alcohol stores in Wisconsin.39
A key issue with branding is that since two different names of the product exist on the self, it is possible that brand confusion may occur within the market. Also, it is unknown whether or not common people possess the knowledge of what the name “Domeloz” actually means, or about the Nordic history Domeloz is trying to attach itself to. This particular branding combined with the lack of product awareness could make it difficult to convince content alcohol users to try, let a lone switch to, a new type of liquor.
Original Honey Spirit
•
•
• •
Manufacturing Domeloz, which is distilled from mead at Yahara Bay Distillers in Madison, Wisconsin, takes as little as seven days to produce, which is relatively fast compared to other types of alcohol.26 Futhermore, Domeloz is distilled at a specific temperature, lower than most common vodkas, which allows the spirit to keep a lot of its natural flavors instead of burning them off.27 Domeloz is unique in that it is involved with The Vincent Column Hive to harvest its honey.28 This tool promotes and improves overall bee health due to its hexagonal shape and elevation that most resembles a natural beehive.29 The biggest advantages of this design is that the hive can bait and catch swarms of nearby bees and that it creates new queen bees that benefit both the bee colony and the nearby environment.30
Oak Rested Honey Spirit
• • Similar to vodka • Sold in bottles of 375 mL for $25 - $32, and 750 mL for $45 • - $55 Clear colored
80-proof alcohol
Key Issue:
The Royal (Not realeased yet)
Amber colored • 90-proof alcohol • Rested in • a bourbon barrel for 1 to 3 months Only sold in bottles of 750 mL for $55 - $65.
Darker colored 120-proof alcohol Only sold in bottles of 750 mL for $70 - $100
A key issue of the product line is that the high price point of the product could pose limitations to who purchases Domeloz, and could also affect the number of repeat buyers the product generates. Also, these three distinct products will potentially attract and need to be marketed to different consumer target markets such as vodka drinkers vs. whiskey drinkers.
Domeloz chooses to source a majority of its Honey from Brazil, while a few batches are made with local honey.31 An advantage of getting honey from Brazil is that it is certified organic, which has fewer restrictions to pass as in Brazil than in the United States. 32 Dominic and Laura are drawn to Brazilian honey because of the market cost of local honey, but they are planning to shift to using local honey as they continue to invest in the Vincent Column Hive.33 7
Secondary Research
Packaging To help with the distinction of products, each product is packaged with a different colored label, the Original Honey Spirit in yellow, the Oak Rested Honey Spirit in black, and The Royal in burgundy. 40The bottles that Domeloz are packaged in come from its distillery, Yahara Bay Distillers. However, the distillery only has a limited amount of bottles for their clients to pick from, and while it saves costs, there are other alcohol brands that come in the same bottle that Domeloz uses.41 On its label, is their logo which is an artistically drawn honey bee facing downwards to the product’s name “Domeloz.” Under the name is the product’s category “Honey Spirit,” then the type of Domeloz product such as “Oak Rested,” followed by the slogans, “Made from the nectar of 4 million flowers,” and “Spirit distilled from honey | Never Sweet.”42 Out of the many messages that Domeloz uses in its branding and advertisements, these two slogans are the only branded messages that appear on the product itself.
While Domeloz messaging is composed of many catchy slogans, a key issue with its messaging strategy is that there appear to be mixed messages being sent. Some of the slogans attract environmental, bee and nature enthusiasts, some promote the fact that the product is produced and distributed locally, while others use words like “wisdom,” “Gods,” and “never sweet” to attract high-end alcohol connoisseurs. A key implication that can come from these mixed messages and information-crowded advertisements can be to identify a distinct target market to then be able to craft advertisements for specific segmented audiences.
Retail As Domeloz has already laid out, they have several business partnerships with local grocery chains across the state of Wisconsin, along with plans to expand into other states in the near future. Domeloz products are sold in various local restaurants, bars, and alcohol stores in Wisconsin.47
Marketing Support Taste Tests While the product has a unique, colorful label, a key issue that could arise from the product’s packaging is that Domeloz does not currently produce its own patented bottle shape that would appear on market shelves, and instead shares the same bottle as other Yahara Bay distilled spirits.
Dominic and Laura offer taste testing of Domeloz at local events they attend. While they do sampling at events, they do not sell their products there,48 unlike when they do taste testing at local retailers such as HyVee. Taste tests not only provide a good way to raise brand awareness by exposing consumers to Domeloz, but also, it gives the company better primary insights into its target consumers.
Messaging
Website
There are many messages used in the various print advertisements the company has used. Some include: • • • • • • •
Domeloz’s website has a very traditional feel to it. The home page contains a series of relaxing scenes of flower fields, bee pollination and vast valleys.49 It uses tones or dark greys with accents of orange and yellow to fit the honey theme.50 Its content focuses on the rich history behind the product such as how Domeloz is made and the origins of its name.51 There are also tabs such as “product, “recipes,” “find,” and “events” that focus on how consumers can find and use the product.52 Finally, there is a section called, “values,” which details the importance of promoting safe honey and bees to Domeloz.53
“100% Honey. 100% Spirit” “Pure Honey, Pure Wisdom” “Inspired in Brazil...Made in Wisconsin” “Nectar of the Next Gods” “The nectar of 157,000 flowers in each ounce,” “Spirit of the Bees” “Domeloz: Raise your glass for the bees”43
Also, most of the product’s print advertisements include symbols that state the product is gluten-free, that it won the New York International Spirits Competition, that it won the White Spirit Distiller of the Year and White Spirit Silver Medal award in 2017, that it’s local and that it is part of the Wisconsin Distributors.44 Sometimes the advertisement will also include messages that say, “$1.00 of every bottle plus a portion of proceeds will be donated to support bee sustainability.”45 Finally, Domeloz ads usually include recipes for Domeloz incorporated mixed drinks.46 Overall, there are a lot of messages and slogans being put out by Domeloz about its product.
Some key issues that should be addressed with Domeloz’s website are that on their “values page,” Domeloz does not yet mention its alliance with the National Honey Board nor does it mention exactly what efforts the company takes to promote safe practices of bees and honey.54 Finally, the links on the bottom of the website to their Facebook and Instagram accounts are dead and when clicked, the page display says, “This page is not available.”
8
Secondary Research Social Media October 2018
267 followers57
Domeloz utilizes social media marketing by speaking directly to their audience through social platforms like Facebook, Instagram, Twitter, and LinkedIn. There is a lack of consistency among Domeloz’s platforms in terms of profile pictures, descriptions, and handle names. The media platforms used show an absence of engagement with the community.
550 reached on one post58
Domeloz utilizes Twitter with a handle name @MelozDomel, which currently has a total of 27 tweets reaching 145 followers. Using Twitter, Dominic and Laura share photographs and retweet articles that relate to Domeloz. Twitonomy data shows Domeloz’s lack of presence on Twitter, where it averages 0.04 tweets per day with zero replies. However, it’s competitor Barr Hill has not been active on Twitter since 2017.
27 tweets reaching 145 followers56
@DomelozHoneySpirit is the handle name that Domeloz uses to reach people on Facebook and Instagram. On Facebook Domeloz’s has a total of 453 likes in the Wine/Spirits category. On Instagram, Domeloz has a total of eighteen posts reaching 225 followers. The content posted is shared events, articles, and photos.
2071 pageviews in past 30 days
Domeloz utilizes links and statuses the majority of the time on Facebook. Post reach refers to the total number of people that were shown a specific post. It is broken down into organic and paid reach, however, Domeloz has not done any paid reach using Facebook. Reactions, comments, shares, and more show spikes that indicate posts that were shown to more people
Advertising Domeloz has been present in Madison Magazine and Alcoholmanac with branding ads. Alcoholmanac is a free SE Wisconsin beer, wine, spirit, bar and restaurant magazine that is distributed to over 500 bars, restaurants and liquor stores.55 Specifically for their grand opening event, the company utilized Isthmus and Maximum Ink’s audience for print and web advertisements. So far, Domeloz has done zero digital advertising.
SEM, SEO Search Engine Optimization (SEO) is part of Search Engine Marketing (SEM). They both aim to increase brand visibility within search engines. SEO allows a brand to get free traffic from search engines. Both Domeloz and Barr Hill do not have any paid search advertising on Google, however, they do rise to the top on SEO.
KEY IMPLICATIONS: • Domeloz is producing crowded advertisements with mix messages due to a lack of a defined target market. • The company has no digital advertising presence. • Possible updates could be made on its website. • Domeloz lacks consistency among its social media platforms in terms of handle names and posting.
9
Secondary Research
Current Target Based on Domeloz client brief, there are four groups of key consumers congruent with the demographics and attitudes Dominic and Laura believe “Honey Spirit” drinkers would have. These groups are:
Millennials (age 22-36) • •
•
Women (age 35-60) •
High level of education and a track into professional fields Fairly affluent, with a household income ranging from about $40,000-100,000 Spend more time than average on social media, staying up to date on the newest trends in fashion, food, and technology
• • •
Men (age 40-60) • • •
Vlue beauty and are passionate about feminine empowerment Affluent ($80,000 and up) Brand loyalists Want a “go-to” drink they feel represents their unique lifestyle and sensibility
Environmentalist (age 30-65)
Aficionados of cocktails/ mixology and high-end liquors Established in their field and are highly affluent ($100,000 and up) Want a drink that can be enjoyed simply — straight or “on the rocks” — as well as being a featured cocktail additive
• •
•
Concerned with making sustainable/ethical purchasing decisions Shops for locally sourced products and frequently shops for goods at health food stores/co-ops More likely liberal in their political stance and won’t mind spending more on products that are socially conscious.
Among Domeloz proposed consumer and business targets there are several viable options. As was indicated in the brief, Domeloz sees their consumers as spread out between different age groups, but fairly central in level of income, education, and alcohol preferences. Without a “Somel” category to analyze on Simmons, we determined the closest group we could link Domeloz to in the current market was Vodka drinkers, while contrasting them against drinkers of other spirits (Gin, Tequila, and Whiskey). Using Simmons to compare different liquor drinkers (focusing heavily on vodka, especially highend products like Grey Goose given the price point of Domeloz), several key insights about Domeloz targets can be drawn: (For next figures: an index score of 100 is meant to represent “average,” while numbers above and below this mark are meant to represent higher or lower usage among the target demographic) 10
Secondary Research Consumer Trends While wealthier millennials may initially seem like a viable option, it is hard to rely on this group with sudden changes in fads and lack of stable income throughout the group. A more secure consumer market may be “The Pewterschmidts.” (a reference to the wealthy older couple on the animated series, The Family Guy). This section of consumers is older (45-60), are financially stable with a combined household income above $100 thousand. These consumers are not bound to any specific race, but will more likely be liberal than conservative, regular social media usage (high Twitter and Instagram usage) and tend to want their products to be environmentally conscious.
First, as Domeloz recognizes, there is not a strong gender skew to Vodka consumption (in contrast to Whiskey or Gin, which skews heavily male, but similar to Tequila). In terms of age, adults 22-34 registered a 128 index when asked if they drink vodka (and a 152 index for Grey Goose).59 For both men and women, there was a dip in vodka drinking between age 3539 (83 index; 66 index for Grey Goose), which was followed by an increase, although somewhat uneven, between age 40-60 (110 average index, 113 index for Grey Goose).60 Notably, while whites are slightly above average in Vodka consumption (103 index), African Americans yield a 117 index.61
In terms of education and income, Vodka drinkers are college graduates (index 130; 133 index for Grey Goose)62 and have an income ranging from $100,000 to $500,000 (127 average index; 152 for Grey Goose).63 In contrast, for incomes between $50,000 and $100,000, the average index is 101 (and 93 for Grey Goose). This largely fit the pattern for other liquors like Gin, Tequila, and Whiskey. On top of this, those who indicated they belong to an environmental group drink vodka at an index of 167.64 If Domeloz drinkers are similar to high-end Vodka drinkers, the proposed consumer groups are viable for targeting Domeloz marketing efforts, with the one caveat that the market might be female market might be slightly older than proposed.
According to Dominic and Laura, it’s easier to control selling Domeloz in retail alcohol stores, such as HyVee in Fitchburg, where Dominic and Laura can do in person taste-testings and get the owners excited about the product.65 Domeloz is also on the menus at many bars and restaurants, but it’s hard for the product to do well there if the bartender cannot pronounce its name correctly or if people have never heard of it before.66 Distributors to these liquor stores will be another business-to-business target.
11
Secondary Research Comb Vodka StilltheOne Distillery Two •
Competitive Review
•
Domeloz is currently in an industry where the demand for distilled spirits in the United States is forecasted to total 580 million gallons in 2020.67 According to the National Honey Board, there are six honey spirits on the market including Domeloz’s three major competitors:68 Barr Hill Gin and Vodka, Comb Vodka and Gin, and Bee Vodka, all with numerous awards. Additionally, Hatch located in Egg Harbor, Wisconsin has recently joined the segment with their vodka made from pure honey. With the creation of a new segment of distilled honey spirits (“Somel”) Domeloz has the opportunity to beat honey-based vodkas, and honey-based gins or join the movement to the vodka segment with already established leaders in the market and a growing number of consumers. $28-$32
$35
$45
$45-$50
• • •
$50
Made by the bees “that gather nectar from orange blossoms.”71 While their product is completely distilled from honey, their mission is not focused around bees. Located in Port Chester, New York. The distillery has many different products ranging from whiskey to gin unrelated to the environment. Focuses on distillery tours and tastings with their products including Comb Vodka with its main competitors being local distilleries in New York and New Jersey. Comb Vodka and StilltheOne Distillery have a very little social media presence and unestablished accounts.
Bee Vodka Hidden Marsh •
•
•
Barr Hill
• •
Caledonia Spirits •
• • •
•
Barr Hill Vodka and Gin are products from Caledonia Spirits Distillery in Vermont that is primarily engaged in manufacturing alcoholic liquors by distillation.69 Have similar values of Domeloz with a focus on hard working bees and beekeepers of the Northeast. Uses pure raw honey and distilled in a custom-built botanical extraction still on site. Created “Bees Knees Week” to raise awareness of bees. Once a year participating venues collect a portion of the proceeds from the Bee’s Knees Cocktail for bee and pollinating organizations. Over 350 bars and restaurants in 32 states participated in 2017 and raised over $14 thousand. Primary social media platform is Instagram, with about 14,600 followers.70
Hidden Marsh states it is handmade in small batches tripled distilled from pure honey. 72 Hidden Marsh has another product related to beesQueen’s Flight Brandy that is also distilled from honey and “dedicated to the heiress of the hive.” Bee Vodka is the most popular item of Hidden Marsh and sold for around $48.99. Very small social media presence. While it does not have an established focus on bee and pollinator organizations like other competitors, all of Hidden Marsh’s products are made from natural sources in small batches for pure and environmentally friendly products.
Hatch Hatch Distillery and Co. •
• • •
12
New and local competitor of Domeloz. Located in Egg Harbor, Wisconsin, they offer spirits 100 percent distilled from raw honey in Door County. Owner, Chris Roedl has 75 beehives to produce his new product locally.73 Opened in July 2018 but has already gained attention from tourists, locals and even the Chicago Tribune. The distillery has a tasting room featuring their “Bees Knees Cocktail” just like Domeloz’s other competitor Barr Hill.
Secondary Research SWOT Analysis
STRENGTHS
WEAKNESS
• Expedited production rate
• No efined segment within
compared to most distilled spirits.
the alcohol category.
• No defined target market.
• Use of the Vincent Column
Hive (if unique to Domeloz) differentiates Domeloz from its competitors by promoting honey bee safety.
• As a brand new start-up
product, there’s virtually no brand awareness
OPPORTUNITIES
THREATS
•Environmentalist consumers’ draw to environmentally conscious products.
• Little obvious differen-
• Play on the cocktail cul-
• While the concept of
tiation from competitors’ processes.
ture that is emerging.
honey spirits is relatively new, there are already at least five competitors.
Key Issues and Implications: •
Mixed Messaging- Both versions of Domeloz are currently on store shelves and the variety of messages used for marketing thus far sends many different ideas to consumers. Once a consumer is identified, a cohesive, effective message will be able to be established.
• Different Products, Different Consumers- Domeloz carries two products. Consumers of the yellow label may have different ideas and values than consumers of the black label. In order to effectively market both products, both groups must be identified and targeted.
• No Defined Segment- While Domeloz products have alcohol segments they have similarities with, they do not precisely fit into an already established segment. This causes confusion about where the product should be shelved and what connotation the product has. 13
Primary Research
14
Primary Research Key Learnings Occasion and place determine what consumers will drink.
one-on- one interviews 12 focus groups 4 ethnographies 2 surveys 2
When pairing with food, people tend to choose to drink wine, beer, or a simple cocktail.79 One participant mentioned that wine is more a “drinking drink,” while dark spirits are more of a “sipping drink,” noting that you cannot guzzle or wash down food with dark spirits that have such a high alcohol content.80 A bar setting is likely to prompt cocktail exploration where drinking is the main focus and a meal is not involved.81 Occasion will also prompt decisions between dark or clear spirits. For example, when describing dark spirits, a participant described “sitting in front of a fireplace chatting with friends,” and when describing the Domeloz Yellow label the participant described “drinking in the kitchen with friends and party music.”82 This implies that Domeloz products should clearly align with a drinking occasion. The Yellow and Black Labels may not work in the same occasions as well.
Category Timing plays a role in what consumers are drinking.
Taste is the biggest factor for consumers in choosing what to drink.83
According to two in-depth interviews and our millennial male focus group, the participants stated that drinking dark spirits was more of an end of the night occurrence.74 One participant said, “I often don’t start with a dark spirit, I end with a dark spirit.” 75Another participant explained he enjoys consuming dark spirits after a long day at work or a meeting with his boss. 76This time component seems to be attributed to the high alcohol content typically found in dark spirits.
An interviewed male participant attributed rich and unique taste as the main reason he enjoys drinking dark spirits such as scotch and whiskey.84 Additionally, an interviewed female participant who mostly drinks clear spirits said she does so for the mild and smooth tastes.85 This is a major advantage for Domeloz because its unique distillation process produces a powerful and natural flavor. This also implies that consumers who prefer clear spirits for their mild taste may not be part of our target consumer group.
Implication: Time of day and year should be considered when marketing Domeloz
Cocktails recipes influence what liquors consumers decide to drink. Interesting cocktails with appealing ingredients are an opportunity for consumers to try a liquor they would not normally order.77 Additionally, ease in ordering or making a mixed drink can be a determinant of what they drink as well. For example, while interviewing with a 30-year-old woman we found that she drinks both clear and dark spirits because they are both included in easy, go-to drinks (i.e. a margarita or a rum and coke).78 Implication: In order to convince consumers to try Domeloz, it is important for it to be included in appealing cocktails. Additionally, it may be important to align Domeloz with easy to make and/or order drinks.
15
Primary Research
Brand Many consumers did not know what to expect when Domeloz was described as a “Honey Spirit.”
Consumers believed Domeloz to be a tequila. It is even placed in the tequila section of a HyVee in Madison because the buyer considered the closest product to be tequila.95 Some believed that Domeloz appeared to be a reposado.96 Additionally, the word “Somel” also gave a Spanish impression to consumers, possibly giving an impression of tequila.97 It is important that Domeloz differentiates itself from tequila in order to establish its own segment.
Several participants stated that they expected it to be sweet or “syrupy” like honey. When asked to compare it to a product currently on the market, most compared it to Jack Daniel’s Tennessee Honey.86 After either trying Domeloz or learning more about it, participants stated that the segment name “honey spirit” was too general and confusing.87 With that said, participants felt Domeloz should still try to incorporate bees into the marketing in some way.88 Domeloz may want to refrain from referring to Domeloz as a “honey spirit” and quickly transition into labeling and marketing it as “Somel.”
Consumer Young consumers are more willing to try new liquors.
Consumers would drink the Yellow Label and the Black Label in different occasions.
This age group enjoys trying new, unique craft spirits and are typical purchasers of limited release products.98 These consumers often want to try the product before investing in an entire bottle.99 However, as their disposable income increases, consumers are even more willing to risk trying new products.100 Older consumers, on the other hand, tend to stick with products they like and are less inclined to change their habits.101
Participants enjoyed the taste of Domeloz Yellow Label due to its “softness” and “flowery aftertaste.” They associated the Yellow Label with consumption in a social setting/ party. It is also a product they would share with friends due to its uniqueness. The Black Label is associated with relaxed dark spirit occasions but “could go both ways.” 89
Consumers aged 25-34 are very likely to drink dark liquor. As consumers get older, they are generally less likely to drink dark liquor.
Domeloz has a high price point that indicates quality. A high price point can imply higher quality and would be a liquor to share or give as a gift.90 When asking younger consumers how much they would be willing to spend on a bottle of dark liquor of their choice, they responded around the “$2025 range.”91 Other indicators of quality that consumers look for are local brands,92 glass bottles, and dark spirits in general.93 All of these indicators apply to Domeloz’s current branding.
Young spirit drinkers look to trusted individuals for recommendations.
Stocking both Domeloz and Meloz bottles in the same store confuses consumers.
Consumers in this age group choose to purchase brands based on word-of-mouth recommendations, especially from friends and bartenders.102 In fact, a recommendation from the right person can cause someone to spend more than they normally would on a drink.103 Marketing through influencers may be more powerful than traditional marketing methods for a product like Domeloz.
Many people believed the two bottles were from different companies and/or were two entirely different products.94 This level of brand awareness and confusion is useful for Domeloz to know going forward with their branding strategy and how to make their brand more consistent among all platforms. 16
Primary Research
SVC/Target Recommendation
Key Influencers
Young professionals between the ages of 25 and 34.104 • • •
Trusted word of mouth Trusted word of mouth was the biggest key influencer for our SVC target recommendation of young adult professionals. Most interview participants shared that while some were comfortable with their go-to brands, they were willing to try new brands of alcohol if they heard about them from a friend or from a trusted bartender or restaurant.112 The people interviewed seem to trust bartenders because of their expertise within the alcohol category. However, for people to order and purchase Domeloz, it first needs to gain space on market shelves in retail stores and restaurants. The owner of The Coopers Tavern reported that customers drive what brands of alcohol the restaurant decides to stock on its shelves.113 Similarly, the sales associate at a liquor store in New Jersey said that Barr Hill is mostly bought by consumers after they taste or see the product at an event or party.114 Besides responding to what consumers want, liquor store buyers also chose to stock Domeloz because it’s locally produced and because there is no similar product to it in the area.115
Not defined by gender105 Affluent college graduates with a disposable income of $75,000 or above. Value finer tasting distilled spirits, but it will not be limited to preference for solely white or dark spirits. 106
Domeloz could consider focusing on gaining clout with reputable restaurants and bartenders through training and promotion programs. If the places that are distributing Domeloz products are able to speak highly of them, consumers will be more inclined to try something new. These findings will be important to Domeloz, as the price point positions it as a premium spirit, and the distillation process differentiates its taste from other products. The SVC likes keeping up with trends, and they are very willing to try new brands or products.107 These consumers feel comfortable being a group leader and feel that their friends look to them for advice.108 This will be key to Domeloz, as it is competing in a brand new segment and will need influencers to help spread brand awareness. These consumers are also willing to pay extra for quality goods, but they do not usually decide what they want to purchase before they go shopping.109 This, again, is important to Domeloz being a premium-priced spirit with low brand recognition, as the consumer may be more likely to purchase something new in a spur-of-the-moment decision.
Besides word of mouth recommendation, our SVC is more likely to be watching television channels such as ESPN, CNN and HBO, according to Simmons.116 However, Simmons also indicates that these young adults are more likely to be using the internet on their computers and smartphones than watching television.117 When it comes to radio, the SVC is listening between 6:00 a.m. - 10:00 a.m. Monday through Friday, and from 10:00 a.m. - 3:00 p.m. on Saturday and Sunday.118 This Simmons data backs up the fact that our SVC are professionals who have a set working schedule during the week.
The SVC states that they feel an obligation to be environmentally responsible and feel it is important for companies to act ethically.110 This will directly relate to Domeloz if the brand chooses to incorporate “save the bees” rhetoric in their marketing. This group also actively uses social media and feels that the internet helps them become an expert on different topics.111 This means that the consumer will be easy to reach through social platforms and will likely choose to educate themselves on Domeloz’s product through online information. Through this collection of findings, Colony believes this group will be best for Domeloz to pursue as their primary target.
This information is important for Domeloz to consider when and where it should be focusing its marketing to gain the best reach with this SVC.
ESPN, CNN and HBO
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Primary Research
Insights What is an insight? Through primary research, Colony has developed a deep understanding of the people we believe to be the main consumers of Domeloz product, exploring how these consumers live their personal lives and how that affects the way they think about the Somel category and Domeloz and a brand.
Consumer I am a young business professional who stays up to date on the newest trends among people my age. Although my college days are behind me, I still enjoy catching up with friends after work on the weekends in different social settings. I like to indulge in the finer things in life, and often will pay more for quality goods that are ethically produced. Although I am up to date on trends, I consider myself my own person and don’t follow the flow of my friends. Instead, I like to set the pace. When I hear about a new product release, I like to be the first person I know to try it. I enjoy purchasing organic and locally sourced products whenever possible, to make choices in my diet and exercise routine that will make me feel good and will benefit my health in the long run.
What is a sweet spot? After generating these insights about Domeloz’s target market, Colony has zeroed in on what we believe to be the “sweet spot,” meant to serve as a holistic representation the attitudes and behaviors of your primary consumers .
Category High-end alcohols are what I would purchase to give as a gift or share with close friends and family because of their high-quality taste. I had never heard of Somel before but it sounds foreign and fancy. Somel has an original taste, different than other segments of alcohols I have tried. Somel stands out to me because of its unique distillation process and its strong roots from honey.
“I am an adventurous young professional who values being a trendsetter.”
“I enjoy finer alcohols that introduce me to new tastes and flavor profiles.”
Brand I had never heard of Domeloz before, but my friend brought a bottle to a party I was throwing. The people at the party enjoyed it in mixed drinks as well as prepared neat or on the rocks. I liked it because it was distilled from pure honey and had no added sugars (unlike the other drinks people brought), so I felt less guilty about drinking and I didn’t have a hangover in the morning. “I enjoy the rich flavor and quality of Domeloz and how it’s simple ingredients make it a drink anyone can enjoy, no matter the place or time.”
The Sweet Spot Domeloz is smooth tasting, highly crafted, honey-based liquor that can be prepared in a customizable manner matching my mood and setting and is so great I want to tell all my friends to try it.
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Strategy
19
Strategy
Positioning
Key Issue Review In our secondary research report we identified the major key issues for Domeloz which included: • • • • •
“To young, outgoing trendsetters, Domeloz’s products are fine-tasting premium distilled spirits that are worth sharing because of their pure, high-quality ingredients and they are customizable to be drank at any time, in any occasion, and in any way.”
Mixed messaging The different products, different consumers No defined target consumers No defined segment Low brand awareness
Our primary research uncovered that both of the Domeloz products are approachable for consumers, in that consumers often switch between light and dark spirits depending on the different times and occasions they are drinking them, therefore proving that Domeloz can market both of its products to the same consumers. Colony was also able to recommend a defined SVC for Domeloz as well as decide to create the new segment of Somel for the products. While our research was able to solve some of these initial key issues that arose for Domeloz, there are still issues with low brand awareness and recognition with both consumers and retailers, as well as mixed messaging. In order to successfully market Domeloz, the campaign strategy must address these key issues.
Marketing Objectives Colony’s marketing objective for Domeloz is to create awareness of the category segment Somel and the product Domeloz, among our target consumer in fiscal year 2019. To gauge this generated awareness, Colony aims to see an increase in the amount of social media following for the brand, an increase in the amount of people showing up to tastings and other promotional events as well as upwards trends in purchasing behavior and hopefully repeat buying.
Rationale
Business Objectives
Domeloz pride’s itself on its use of high-quality ingredients and a specialized distillation process that retains the great taste of their products. Their products are the latest, high-quality spirits that trendsetters want to experiment with and introduce to their friends. Because of their premium taste, Domeloz’s offerings are approachable for both light and dark spirit drinkers for a variety of occasions. Additionally, consumers enjoy drinking spirits in ways that are easy to order, whether in a simple cocktail, neat, or on the rocks. Consumers need a spirit they can customize to their drinking preferences- something Domeloz’s products can be because of their great taste. By positioning Domeloz’s products as customizable for a variety of occasions and drinking preferences, consumers will be more inclined to try them and they have the opportunity to become the “go-to” spirit for many consumers.
Because the marketing objective is to generate awareness of the brand and create the segment of Somel, the business objective is to gain the pride and first mover advantage of creating the segment of “Somel.” Additionally, Domeloz must generate enough sales to maintain their business model and to generate this brand and segment awareness. To do so, Colony aims for Domeloz to maintain sales especially from its heaviest users.
20
Strategy
Messaging Strategy The following message strategy is a foundation for the way Domeloz should communicate their products to consumers. Domeloz products have a great taste and customizable abilities that anyone will enjoy no matter what their drinking preferences. Being an unfamiliar brand to consumers, the message should have an lively, “try something new” feeling trendsetters will take to.
WHO MESSAGE ONE WORD DIFFERENCE WHY CARE WHY BELIEVE INSPIRING BRAND INSIGHT FEELING CALL TO ACTION APERTURE TONE LINGERING DOUBT HOW THE BRAND LIVES
Young, outgoing trendsetters Domeloz’s products taste great and use quality ingredients that make it a make it a spirit anyone can enjoy Innovative A superior taste that can be enjoyed in many ways Trendsetters want to be the first to try new, quality products that their friends will also enjoy Domeloz’s one-of-a-kind distillation process gives its spirits a superior taste that can be enjoyed at any occasion Domeloz is a company that is passionate about using quality ingredients and a superior distillation process than its competitors Lively Try drinking Domeloz any way you’d drink your favorite premium distilled spirit and share it with friends and family at home or in a bar The best moment to reach these customers is when they’re in a social setting Authentic Honey is sweet and not something I wouldn’t want to drink as a spirit In addition to traditional print media, the brand will live in interactive social media and live social events and settings 21
Strategy
Creative Brief The Brand Today
Strategic “One thing to communicate”
In the past, Domeloz has struggled to align itself with a specific target consumer because its creative materials have encompassed such diverse brand messages. Its current materials range from targeting those who value nature to high-end alcohol connoisseurs. This is preventing consumers from creating a clear association between the brand and a feeling or idea, which suggests that the current messaging is not working.
As a smooth-tasting, highly crafted, honey-based spirit, Domeloz will set you apart from the crowd as a trendsetter who values taste and quality. Domeloz is the product to share with your friends at a cocktail party or sip on at happy hour with your colleagues.
Campaign Goal Colony’s creative belief works to leverage Domeloz’s most critical insights and benefits for target consumers to inspire and evoke creative ideas for the creative team. The primary goal is for future creative messaging to address is that the brand, Domeloz, and the segment, Somel, both have low awareness among the target consumers. This allows an opportunity for Domeloz to educate consumers while highlighting the product’s pureness, high-quality ingredients, and versatility.
TONE
MANNER
Authentic, Optimistic
• • • • • •
Experience, Adventure Focused •
Enthusiastic, welcoming the opportunity to try new things Appeal to the affluent trendsetters, eager to be the first to try new things Reflecting of brand values such as purity and originality Excited, optimistic and adventurous feeling Use of emotional appeal Positivity and eagerness to try the product
• •
•
Focus on an authentic and new experience that fosters excitement and optimism Leverage the emotion felt during the new experiences in a young adults life Story-like advertisements with clips of consumption in different settings and occasions such as at a cocktail party, hotel in an exotic location or happy hour after work with young colleagues Fresh and contemporary feel to advertisements to represent quality and pureness of product.
RATIONALE: Based on previous research, Colony believes trusted word of mouth to be the most critical key influencer to Domeloz. Whether hearing about it from a friend, colleague or the bartender, our target consumer is eager for the new opportunity to try it for themselves and start a trend. Colony aims to focus the campaign on these new experiences and moments of adventure that appeal to the target consumer. By focusing on authentic moments, we are leveraging the consumer insight of “I am an adventurous young professional who values being a trendsetter” and striving for the consumers to feel the same excitement and adventure. Colony believes a fresh and contemporary feel to the campaign will portray the same sense of high quality and purity Domeloz has. Using the insight of “I enjoy finer alcohols that introduce me to new tastes and flavor profiles,” our target consumers are looking for a new, fine tasting alcohol.
22
Strategy
Target Domeloz’s creative materials should directly target their SVC of young, affluent trendsetters between the ages of 25 and 34. Colony believes this can be achieved by playing on elements of originality and adventure through messaging. It should communicate the idea to trendsetters that Domeloz is a fine-tasting, unique distilled spirit that can be shared with friends at a variety of different occasions. Colony believes that educating these individuals on the product and segment will encourage them to share it with their social network and spread brand awareness.
Get Who To By
young, outgoing trendsetters
Campaign Strategy
are eager to try new things and value quality products start drinking Domeloz and sharing it with their friends
Campaign Scope
telling them about the product’s pureness, high-quality ingredients, and versatility.
Colony suggests that advertising promotions be timed around the working week schedule as our recommended SVC are young professionals who often work Monday through Friday from 9:00 a.m. to 5:00 p.m. Additionally, ads should be placed primarily on digital platforms as the SVC is likely to be using the internet or using their mobile devices. We suggest that advertising for Domeloz Yellow Label should be pulsed in the summer and spring and advertising for Domeloz Black Label should be pulsed in the winter and fall. Also, because Domeloz is currently a locally produced and distributed product, Colony suggests that the geographical scope of the campaign reflect these local boundaries until the business has generated enough awareness about the brand and the Somel segment as well as revenue to expand its business to other states and potentially online.
EXECUTIONAL CONSIDERATIONS • Domeloz logo • Reference to the new category of Somel • Showcase/promote the quality and purity of the product • Must include affluent 25-34-year-olds whether at a cocktail party, hotel or a new trendy restaurant in the city • Feature moments shared between young adults experiencing the new product in different, authentic settings • Emphasize the feeling of enthusiasm and adventure • Portray events shows under the perspective of a young trendsetter and the followers of the trendsetters 23
Strategy Key Influencers Colony recommends that Domeloz utilize reputable restaurants as well as waiters and bartenders as its biggest influencers. This decision stems from a large amount of our primary research which indicated that trusted word of mouth was the number one reason consumers were willing to try a new brand or product of alcohol. Although it was noted that bartenders and waiters were trusted for their perceived expertise in the subject of alcohol, we also found that bartenders and waiters knew little about Domeloz and how to recommend it to a consumer. Therefore, Colony suggests that Domeloz invests in a training program that teaches bartenders and waiters about the best ways to serve Domeloz’s products as well as how to recommend its flavor profile to consumers who have never heard of it. Colony also found that the SVC we are recommending stays up to date on social media and current trends. Because of this, we anticipate that consumers of Domeloz will also serve as key influencers. Because this SVC takes pride in giving advice to their friends and like being “in the know,” Colony suggests that Domeloz capitalizes on these qualities by ramping up its social media engagement with hashtags, taggings, and features to let consumers share their experiences to generate more awareness about Domeloz’s brand, products, and the Somel Category.
Place (Distribution) In order for bartenders and waiters to recommend Domeloz, the product first needs to make its way onto shelves. Primary research we conducted revealed that customers drive what brands and kinds of alcohol restaurants decide to stock on its shelves. This proposes a “chicken and the egg” dilemma as Domeloz needs consumers to buy the product for restaurants and bars to stock it, but also need retailers and places to stock it so that consumers can buy the product. This is why Colony recommends that Domeloz continue with and even increase the amount of tasting events it hosts, as these events are a great way to make consumers aware of the product and get them hooked on its taste. For in-store retail, Colony has found that Domeloz is often misshelved in stores, due to its lack of a defined category segment. We anticipate that once the category of Somel is created, that liquor stores will be able to better organize the Domeloz’s products and create a newly designated space for them. However, in the meantime Colony suggests that Domeloz’s products at least be shelved near other premium distilled spirits.
Product Through primary and secondary research, Colony found that Domeloz’s products are consumed in different settings and for different occasions. We found that Domeloz’s Original Honey Spirit is more likely to be consumed out of home at restaurants and at bars during the warmer seasons, while the Oak Rested version is more commonly drank during the winter months at the end of the evening or party as a sipping drink. We suggest that Domeloz’s marketing of products should reflect these trends, possibly flighting different promotions and amounts of the product made during the time they are most likely to be consumed. 24
Strategy
Pricing Through interviews, surveys, and focus groups, Colony was able to draw the conclusion that most drinkers associate cost with quality. While high cost indicated that the alcohol was of higher quality, respondents also reported that if they saw a brand of alcohol they didn’t recognize priced at a low cost, they would assume it was of bad quality. Because of Domeloz’s low brand awareness, and the high annual income of the SVC we are recommending, Colony believes that Domeloz should keep its product’s pricing where currently is. The pricing model not only sustains business but is also representative of the quality craftsmanship of the product and the Domeloz brand.
Due to the SVC’s preference of buying from ethically conscious companies, Colony believes that continuing to partner with the Vincent Column Hive is a great way for Domeloz to carry out its brand values of being environmentally friendly towards the bees, but also, a distinct manufacturing practice that separates Domeloz from its competitors, specifically other honey spirits. Finally, Colony recommends that Domeloz partners with various local hotel bars and restaurants to promote the products on their menus. These partnerships would provide a great way for Domeloz to integrate its products into the cocktail culture that exists when consumers are on vacation or out for a meal. Additionally, because of the locality of the company, Colony believes that Domeloz would also benefit from partnering with local festivals to generate more press and local awareness. On a similar note, we also recommend that Domeloz partners with the various distillation competitions they have competed in to gain credibility and clout with the distilled spirit drinkers who follow these competitions.
Branding As seen in the insights section, the target consumers we are recommending value being the first to know about new trends and take pride in giving advice to their friends. Therefore, Domeloz should capitalize on the first-mover advantage factor for both the category Somel and the Domeloz brand to hook this group of influencers onto this “next big thing” in distilled spirits. These target consumers will also appreciate the purity of the Domeloz’s products as it helps their health in the long run and contributes to the quality of the products. Finally, while environmentalism is not the main attribute that defines this SVC, these people do try purchasing organic and locally sourced products whenever possible and also make prefer buying products from ethically accountable companies. For these reasons, it would be helpful for Domeloz to continue branding its products as environmentally friendly. Domeloz’s current brand personality is more traditional, but after taking into account our entire message strategy, Colony aims for Domeloz’s new brand personality to be innovative, authentic, and lively. We hope to link emotions and values such as originality, adventure, “next big thing,” pureness and quality craftsmanship to the Domeloz brand.
Promotion Colony recommends promoting Domeloz through tasting events, influencer training programs, and in-store retail promotions. A combination of the three will promote both business to business and business to consumers, both of which are important for Domeloz at this stage of generating awareness. Because taste is not only the biggest differentiator for Domeloz as a product but also the most important quality that our SVC looks for in distilled spirits, Colony believes it is vital for Domeloz to continue with and even consider amping up its tasting events. Tastings are important for Dominic and Laura to not just introduce and hook
Partnerships
CONCLUSION
Partnerships are a great way for Domeloz to demonstrate and extend their company and brand values. Colony suggests that Domeloz continue its alliance with The National Honey Board to further stress the unique factor that Domeloz is made from 100% pure honey. Also, a partnership with The National Honey Board will be critical for Domeloz in creating the new segment of Somel. Since the segment is defined by the ingredient of honey, the Board will be helpful for setting specific guidelines for the category and for generating awareness about this new segment.
By communicating the great taste and high-quality ingredients of Domeloz’s products as well as their customizable abilities, the brand will be set apart from other spirits. Domeloz will benefit from its trendsetting consumers who will not only be consumers of the products but will act as influencers spreading the brand and segment awareness the company ultimately needs. 25
Endnotes 1 Freedonia Focus Reports. (2016, August).
Distilled Spirits: United States. Retrieved from D&B Business Browser database. 2 Hambleton, M. (2017, November). Dark Spirits - US. Retrieved from Mintel Academic database. 3 Desano, D., DiJulus, L. (2018c). Domeloz Brand Identity Project. 4 Macke, D. (2018, April). American Lifestyles: Markets in Motion - US. Retrieved from Mintel Academic database. 5 Hambleton, M. (2017, December). White Spirits - US. Retrieved from Mintel Academic database. 6 Macke, D. (2018, April). American Lifestyles: Markets in Motion - US. Retrieved from Mintel Academic database. 7 Hambleton, M. (2017, December). White Spirits - US. Retrieved from Mintel Academic database. 8 Hambleton, M. (2017, December). White Spirits - US. Retrieved from Mintel Academic database. 9 Ibid. 10 Desano, D., DiJulus, L. (2018c). Domeloz Brand Identity Project. 11 National Honey Board (2018). Bee’s Knees Week Caps off a Busy National Honey Month. Retrieved from https://www.honey.com/blog/beesknees-week-caps-off-a-busy-national-honey-month 12 Desano, D., DiJulus, L. (2018b). Client Questions: Secondary Research Phase. Retrieved from https://docs.google.com/document/d/1MEPre6FvNwf8YVPcE9EFo3ctmu3SIucL-OwKOWe-oR8/edit . 13 Freedonia Focus Reports. (2016, August). Distilled Spirits: United States. Retrieved from D&B Business Browser database. 14 Hambleton, M. (2017, December). White Spirits - US. Retrieved from Mintel Academic database. 15 Ibid. 16 Desano, D., DiJulus, L. (2018a).Desano, D., DiJulus, L. (2018a). Client Briefing.Hambleton, M. (2017, November). 18 Ibid. 19 Ibid. 20 Ibid. 21 Hambleton, M. (2017, December). White Spirits - US. Retrieved from Mintel Academic database. 22 Domeloz (2018c). Domeloz Website. Retrieved from: https://domeloz.com/ 23 Desano, D., DiJulus, L. (2018a). Client Briefing. 24 Ibid. 25 Domeloz (2018c). Domeloz Website. Retrieved from: https://domeloz.com/ 26 Yahara Bay Distillers (2018). Distillery Tour. 27 Desano, D., DiJulus, L. (2018a). Client Briefing. . 28 Ibid. 29 Desano, D., DiJulus, L. (2018b). Client Questions: Secondary Research Phase. Retrieved from https://docs.google.com/document/d/1MEPre6FvNwf8YVPcE9EFo3ctmu3SIucL-OwKOWe-oR8/edit . 30 Ibid. 31 Ibid. 32 Desano, D., DiJulus, L. (2018b). Client Questions: Secondary Research Phase. Retrieved from https://docs.google.com/document/d/1MEPre6FvNwf8YVPcE9EFo3ctmu3SIucL-Ow-
KOWe-oR8/edit . 33 Ibid. 34 EPA. Colony Collapse Disorder. Retrieved from: https://www.epa.gov/pollinator-protection/ colony-collapse-disorder 35 Ibid. 36 Greenpeace. 37 Domeloz (2018b). 38 Domeloz (2018c). Domeloz Website. Retrieved from: https://domeloz.com/ 39 Ibid. 40 Domeloz (2018b). Domeloz-Honey_Spirit-marketing. Retrieved from: https://canvas.wisc.edu/courses/124120/ files/5654601?module_item_id=1401399 41 Yahara Bay Distillers (2018). Distillery Tour. 42 Domeloz (2018b). Domeloz-Honey_Spirit-marketing. Retrieved from: https://canvas.wisc.edu/courses/124120/ files/5654601?module_item_id=1401399 43 Domeloz (2018b). Domeloz-Honey_Spirit-marketing. Retrieved from: https://canvas.wisc.edu/courses/124120/ files/5654601?module_item_id=1401399 44 Ibid. 45 Ibid. 46 Ibid. 47 Domeloz (2018c). Domeloz Website. Retrieved from: https://domeloz.com/ . 48 Desano, D., DiJulus, L. (2018a). Client Briefing. . 50 Ibid. 51 Ibid. 52 Ibid. 53 Ibid. 54 Ibid. 55 Domeloz (2018a). Alcoholmanac-Vol11-Iss1-Honey. Retrieved from: https://canvas.wisc.edu/courses/124120/ files/5654595?module_item_id=1401398 56 Domeloz (2018f). Twitter-Domeloz. Retrieved from https://twitter.com 57 Domeloz (2018e). Instagram-Domeloz. Retrieved from https://instagram.com 58 Domeloz (2018d). Facebook-Domeloz. Retrieved from https://facebook.com 59 Simmons OneView (2016). 60 Ibid. 61 Ibid. 62 Ibid. 63 Ibid. 64 Ibid. 65 Desano, D., DiJulus, L. (2018a). Client Briefing. 66 Ibid. 67 Freedonia Focus Reports. (2016, August). Distilled Spirits: United States. Retrieved from D&B Business Browser database. 68 National Honey Board (2018). Spirit Trends. Retrieved from https://www.honey.com/food-processors/spirits/ spirits-trends 69 Barr Hill (2018). Caledonia Spirits Website. Retrieved from https://caledoniaspirits.com/spirit/gin/ 70 Meltwater (2018). Retrieved from https:// app.meltwater.com/analyze/dashboard/list 71 StilltheOne Distillery (2018). StilltheOne Distillery Website. Retrieved from http://stilltheonedistillery.com/comb-vodka/
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72 Hidden Marsh Distillery (2018). Hidden Marsh Distillery Website. Retrieved from https://www.hiddenmarshdistillery.com 73 Futterman, L. (2018, August 29). Door County’s Hatch Distilling relies on hard work of bees to get gin and vodka in the bottle. Retrieved from http://www.chicagotribune.com/dining/foodfocus/ct-food-hatch-distilling-door-county-0902-story. html 74 Dweck, Allison (2018b). In-Depth Interview with 52-year-old Female Clear Spirit Drinker. ; Grandi, Sophia (2018e). Focus Group with 25-34 year-old Males. 75 Dweck, Allison (2018a). In-Depth Interview with 52-year-old Male Dark Spirit Drinker. . 76 Grandi, Sophia (2018e). Focus Group with 25-34 year-old Males. 77 Peterson, Catherine (2018a). In-Depth Interview with 30-Year-Old Female. 78 Ibid. 79 Dweck, Allison (2018a). In-Depth Interview with 52-year-old Male Dark Spirit Drinker. ;Peterson, Catherine and Beck, Madeleine (2018). Focus Group with Young Females. 80 Dweck, Allison (2018a). In-Depth Interview with 52-year-old Male Dark Spirit Drinker. . 81 Peterson, Catherine and Beck, Madeleine (2018). Focus Group with Young Females. 82 Grandi, Sophia (2018a). In-Depth Interview with 63-year-old Male.. 83 Salemi, Haleigh (2018a). Distilled Spirits Survey. 84 Dweck, Allison (2018a). In-Depth Interview with 52-year-old Male Dark Spirit Drinker. 85 Dweck, Allison (2018b). In-Depth Interview with 52-year-old Female Clear Spirit Drinker. . 86 Grandi, Sophia (2018b). In-Depth Interview with 25-year-old Female.; Peterson, Catherine and Beck, Madeleine (2018). Focus Group with Young Females. ; Grandi, Sophia (2018d). Focus Group with 55-65 year-old Males.; Grandi, Sophia (2018e). 87 Grandi, Sophia (2018d). Focus Group with 55-65 year-old Males..; Grandi, Sophia (2018e). Focus Group with 25-34 year-old Males.. 88 Grandi, Sophia (2018d). Focus Group with 55-65 year-old Males.. 89 Ibid. 90 Dweck, Allison (2018b). In-Depth Interview with 52-year-old Female Clear Spirit Drinker. ; Peterson, Catherine and Beck, Madeleine (2018). Focus Group with Young Females. . 91 Garlough-Shah, Gabriel (2018a). InDepth Interview with 21-year-old Male 92 Peterson, Catherine and Beck, Madeleine (2018). Focus Group with Young Females. . 93 Peterson, Catherine (2018b). In-Depth Interview with 21-YearOld Male. 94 Dweck, Allison (2018c).;Garlough-Shah, Gabriel (2018c). Focus Group with Males age 40+.. 95 Beck, Madeleine (2018c).; Gar-
lough-Shah, Gabriel (2018c). Focus Group with Males age 40+.. 96 Garlough-Shah, Gabriel (2018a). In-Depth Interview with 21-year-old Male. InDepth Interview with 21-year-old Male
97 Peterson, Catherine (2018b). In-Depth Interview with 21-YearOld Male.; Peterson, Catherine and Beck, Madeleine (2018). Focus Group with Young Females. Focus Group with Young Females. 98 Peterson, Catherine (2018c). InDepth Interview with Distillery Manager. Grandi, Sophia (2018e). Focus Group with 2534 year-old Males). 99 Grandi, Sophia (2018e). Focus Group with 25-34 year-old Males. 100 Peterson, Catherine (2018c). InDepth Interview with Distillery Manager. 101 Dweck, Allison (2018b). In-Depth Interview with 52-year-old Female Clear Spirit Drinker. 102 Peterson, Catherine (2018a). InDepth Interview with 30-Year-Old Female. ; Grandi, Sophia (2018b).; Grandi, Sophia (2018e). Focus Group with 25-34 year-old Males. 103 Peterson, Catherine (2018a). InDepth Interview with 30-Year-Old Female. 104 Grandi, Sophia (2018e). Focus Group with 25-34 year-old Males. 105 Peterson, Catherine and Beck, Madeleine (2018). Focus Group with Young Females. 106 Dweck, Allison (2018a). In-Depth Interview with 52-year-old Male Dark Spirit Drinker. ; Dweck, Allison (2018b). In-Depth Interview with 52-year-old Female Clear Spirit Drinker; Garlough-Shah, Gabriel (2018c). Focus Group with Males age 40+. ; Peterson, Catherine and Beck, Madeleine (2018). Focus Group with Young Females. ; Grandi, Sophia (2018e). Focus Group with 2534 year-old Males. 107 Grandi, Sophia (2018e). Focus Group with 25-34 year-old Males. 108 Garlough-Shah, Gabriel (2018d). Primary Target Simmons Pull. 109 Ibid. 110 Ibid. 111 Ibid. 112 Dweck, Allison (2018a). In-Depth Interview with 52-year-old Male Dark Spirit Drinker. ; Dweck, Allison (2018b).; Peterson, Catherine (2018a). In-Depth Interview with 30-Year-Old Female. ; Grandi, Sophia (2018a). In-Depth Interview with 63-year-old Male. ; Grandi, Sophia (2018b). In-Depth Interview with 25-year-old Female. .; Grandi, Sophia (2018e). Focus Group with 25-34 year-old Males. 113 Dweck, Allison (2018c). Ethnography at The Coopers Tavern. 114 Beck, Madeleine (2018a). InDepth Interview with 21-year-old Male Sale Associate. 115 Beck, Madeleine (2018c). In-Depth Interview with Hy-Vee Buyer. 116 Garlough-Shah, Gabriel (2018d). Primary Target Media Pull. 117 Ibid. 118 Ibid.