The Booze Cabinet
Shot glasses. Pint glasses. Giant, whirling carousel glasses of magic and wonder. If you need to promote a beverage brand, there is a glass for you.
Answers and insights by: Bill Mahre, president, ADG Promotional Products, Hugo, Minn.; Lisa Langley, sales and marketing manager for Tranter Graphics Inc., Syracuse, Ind.
Ways to Use
Bill Mahre: Sponsoring local events with the brand name on one side and the promotional opportunity on the other i.e. "Wine in the Park on Wednesdays", "Ice Crash Races sponsored by Pigs Eye Beer," etc.
Lisa Langley: Because our line is mainly disposable food and beverage items, we see our products being used a lot for outdoor events and new product samplings.
BM: Our N5139 Mixing Glass 16 oz. Tumbler Libby Glass Partner. A basic staple item with a wide range of uses, solid appearance and durability, and attractive price points.
LL: Just within our cup line, we see prominent sales in our sampler cups, translucent cups, tumblers and even our stadium cups. It really depends on the use. What's being served, how much is being served, where is the event taking place?
On Working with Beer/Beverage Companies
BM: This is a category that is exploding, especially with local micro-breweries, wine festivals and specialty beverage companies. Many of these opportunities are local, small start-ups who are looking for solutions to broaden their name recognition in creative but professional ways. Sometimes it is fun to do the wild creative approach, but that may not always work long-term with the local bars and restaurants who are the real drivers of success in this category. If they don't offer the item, it doesn't get sold!
LL: Research the brand and past advertising efforts. Have a sense of the image that these companies are trying to present. Make sure that you're presenting products that fit their image. Don't go in selling a cheaper translucent cup to an upscale liquor company, show a nicer frosted cup. Save the translucent cup pitch for beer companies hosting penny beer night.